How to do content marketing? Sorry, there is no easy answer
“[This is] a fluff piece. I want to know how to market content online. First do this. Then do this. Then this.”
The above comment came via LinkedIn in response to one of my articles about content marketing. I sympathize with the commenter’s perspective, but I'm afraid I must argue his premise.
This statement assumes there is a series of steps you can take that will assure you content marketing success. That simply is not the case.
Your brand has unique needs and marketing challenges. That means your “how to” is different from mine, which is different from your competitors’.
Developing a content marketing strategy
Before we can even begin discussing how to do content marketing, we must first have a conversation about what it is you are marketing. After all, I would not suggest employing the same marketing strategy (content or otherwise) for a travel destination as I would for a health care provider or for a jeweler. Tell me, what is your product? Why would anyone buy it? What sets you apart from the competition?
The next conversation we need to have is about who you are marketing to? The more information you have about your target audience, the better. And not just the general demographics of age, gender, and location. What can you tell me about their lifestyle? What keeps them up at night? And what gets them motivated? The best way to gather this information is to conduct market research.
Finally, one of the most important questions we need to discuss (and with a great deal of honesty) is what resources do you have available for your marketing? Generating high quality content - whether it is text, graphics photography, videography, or apps - requires very specific skills. Attracting an audience to that content takes time and resources. If you’re not prepared to make an investment in your content marketing strategy, there’s a good chance it will fail.
And this is just the tip of the iceberg when it comes to figuring out your unique, individual “how to guide” for content marketing. The answers to these questions will inevitably spur even more questions which will lead to different solutions.
So, I’m sorry. I can’t write an article spelling out “how to market content online.” But I can invite you to get in touch so we can begin strategizing together:
Specializing in content and digital marketing