Developing a Content Marketing Strategy

Marketing is about sending your message where your audience is suspended (as it is), so social media is not an idea.

However, many companies fail to fully utilize social media in their marketing plans. It certainly fails, but its strategic efforts end with content and advertisements.

This is a big mistake, and here…

Today, 79% of US Internet users are on Facebook. Six out of ten Americans are updated on news via social media, while 35% use social media to find jobs or do research.

This number is reflected worldwide. Is it amazing that marketers go to society to develop their business?

1. Social listening

As with any marketing strategy, you should start with your target audience. This is why social media marketing starts listening.

This is the key to creating a successful social strategy.

Whether you care or not, people talk about you and communicate with you on social networks. They share their experiences with your product. They talk about what they say or do. They also ask you questions.

An example that talks about you

Whether you care or not, people talk about you on social networks.

Some such comments are positive. You'll want to celebrate them - and reply with many thanks.

H&R block example

Negative comments require immediate attention.

Other comments are not positive (some are negative). They need immediate attention so that your followers know that you are there and accessible.

Similar to customer support. Like, it can harm your public perception.

Everyday, your social phone rings.

If you do not answer, you will get a bad impression. On the social web, it is like leaving your customer service lines inaccessible.

But when you answer, listen and answer the call, you can communicate with your fans and followers, find things you may not be aware of, and create incredible goodwill Can.

The key is to listen to your # 1 priority and use your vision to inform the other three stages of the social success cycle.

Social listening target

Do you hear when it comes to social interaction, your goals are:

Track public opinion about your brand.

Identify topics that need to be discussed.

Put a pulse on the industry, where it is, and how it is perceived.

Customers are conducting research.

Research is competitive.

Marketing is about sending your message where your audience is suspended (as it is), so social media is not an idea.

However, many companies fail to fully utilize social media in their marketing plans. It certainly fails, but its strategic efforts end with content and advertisements.

This is a big mistake, and here…

Today, 79% of US Internet users are on Facebook. Six out of ten Americans are updated on news via social media, while 35% use social media to find jobs or do research.

This number is reflected worldwide. Is it amazing that marketers go to society to develop their business?

Most Popular Facebook Plan

The source

The problem is that "being social" is not as easy as it sounds. Social media marketing involves more than just posting on Facebook and Twitter.

Managers.

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Performing Social Media Marketing Tips

There are 4 stages to social success, which begin with listening.

These four steps are the key to achieving social media success. But it all depends on stage 1: social listening.

Listening requires you to perform well in the other three stages. This helps you develop a strategy that will give you leverage, a strong network and lots of leads and sales.

Of course, getting your information in front of your opportunities and customers where they live on the Internet. For most companies, this includes one or more notable social networking sites.

Use social graph every day

The source

1. Social listening

As with any marketing strategy, you should start with your target audience. This is why social media marketing starts listening.

This is the key to creating a successful social strategy.

An example that talks about you

Whether you care or not, people talk about you on social networks.

Some such comments are positive. You'll want to celebrate them - and reply with many thanks.

H&R block example

Negative comments require immediate attention.

Other comments are not positive (some are negative). They need immediate attention so that your followers know that you are there and accessible.

Similar to customer support. Like, it can harm your public perception.

Everyday, your social phone rings.

If you do not answer, you will get a bad impression. On the social web, it is like leaving your customer service lines inaccessible.

But when you answer, listen and answer the call, you can communicate with your fans and followers, find things you may not be aware of, and create incredible goodwill Can.

The key is to listen to your # 1 priority and use your vision to inform the other three stages of the social success cycle.

Social listening target

Do you hear when it comes to social interaction, your goals are:

Track public opinion about your brand.
Identify topics that need to be discussed.
Put a pulse on the industry, where it is, and how it is perceived.
Customers are conducting research.
Research is competitive....

In particular, pay attention to these five things:

Your brand - Mention your company name, product or other identity information.

Example: Apple Watch for Apple Watch or anything related to iOS. can see

Topics related to your field - You want to stay on the pulse of your field. So I listen to what people have to offer, their questions and their hot buttons.

For example: Apple can talk about wearable cameras or smart phone cameras.

Your contestants - what is said about them? Is it positive or negative? What do your contestants say about you?

Examples: Competitors may be Apple Android or Jeff Bezos. It would make sense for them to know their names.

Influencers - Talk about thought leaders and influencers and see their content. They are all signs of where the industry is growing.

For example: Apple should look out for Gigon and John Gruber.

Your company should face the public. See the names of your leaders and influential people. Is it called positive or negative?

Examples: Tim Cook and Arthur Levinson may reflect public opinion about the Apple brand.

Your goal is to highlight the pulse of public sentiment towards your brand, industry and brand related issues. To some extent, it is a reputation system. But it can also help you to do customer service in real time and identify product areas or materials that need to be filled.

Listen to your business

Listening is half of the equation. You also need to react to see and hear that.

The best way to do this is to create a "strategic" feedback loop.

What is a feedback loop? This is a process that you do for your teams, using them to solve problems that arise during social listening. They clearly identified the individuals or departments that should handle these issues and who were responsible for resolving them.

It works here ...

Listen to social episode feedback

You should actively listen to the social media manager (or team member). Maintained

When your social audience sees a complaint or problem on Twitter, they will respond sympathetically to your "voice" and "have you heard" and send the problem to the right team. This occurs within 12 hours of the complaint / post.

Once this problem is redirected to the right person, this expert will respond to the problem, which is intended to resolve it completely within 24 hours.

Here's why:

A good and good social media listener, but in the real world they often have no specialized knowledge or authority to solve these problems. Sometimes they do not know who will take care of them.

This way things are ignored and forgotten, causing serious damage to your brand.

But this will not happen with the feedback loop. This flow chart clearly plans the most appropriate sections to overcome various problems. for example:

Who will take charge of customer service in customer service.
It has a content team that deals with content issues.
Who will handle product issues on the product team.
So your social audience knows who pays attention when problems arise, and the social media team is quick to see what they see.

Let's break it down into 3 basic steps.

3- Step social customer service plan

To market social media to work, you need to make it humane and authentic. Even when dealing with a complaint. If so, your goal is to reconcile with this person, intensify the situation, and provide sympathy and humanity ...

He said that the process of social communication

When you post an article, create new content, or make a new offering on your blog, you will create posts on social media that are designed for the channels on which you post ("original" content) What you believe) is to spawn the word. outside

You will share valuable content with your colleagues, yes, even from your competitors. If it is associated with the primary title of your brand and helps your followers, it is important to share it. You will connect with people in solidarity with both questions and answers.

is that all.

Let's look at this process in practice.

This is one of the articles shared on our Facebook and Twitter. Note that this is appropriate for each publishing channel.

Create Original Post

We also post a similar conversation on our Twitter stream:

Chatting Twitter Posts

But we also want to share content that helps digital marketers get started. However, one day they can become our customers. So we constantly share essential content and useful information from other brands.

For example, take them:

With Google Example Think

This post by Thinkwith Google is in line with our values.

An example of a matching hero

Email marketing is one of the core competencies we are aware of, so this post on MailChimp is convenient.

By adopting a similar approach, you will not only attract happy followers, even if you have a lot of them. By sharing useful content from other brands, you will build goodwill and strong alliances with co-brands.

For example, we have always shared content marketing institutes, buffers and marketing revenue. Initially, this resulted in a strong network. But some of these relationships have also turned into strong partnerships.

Your goals for social networks

During this phase of the social success cycle, your goal is to:

Deliver content that fills in gaps in your content. This content may target people with related or different skill levels.

I wish you well with the same brands as you.

Over time, he transformed this goodwill into a profitable partnership.

Matrix to display

To measure the strength of your social network, review this metric:

Number of incoming links. A strong grid will lead to more backlinks to your content.
Number and details of media acquired. Consider the importance and value of those identifiers, and the value of these identifiers.
Number and details of strategic partnerships achieved. Are you looking for a partnership, or do they reach out to you? How much do these brands relate to your business, and how much do those relationships cost?

Unobtrusive annotations are needed to get more clicks from social media. The title stolen from this file.

4. Social Sales

The fourth and final stage in the social success cycle is social selling.

This is where social media marketing gets its attention. Finally, after listening to your expectations, building power in your place, and building a strong network, you can start building and offering your offers to people.

What does good social selling look like?

The short answer is final. But you will use multiple channels to connect people to these tracks to get paid back on every advertisement at any cost from blogging.

So, for example, you will be guided to blog content that specifically targets your audience, and in this content, you will include an initial presentation. You will then promote this content on social media (benefit from steps 2 and 3 of this course).

Your social advertising will increase traffic to your content, as they will see your offer. If they respond, you will immediately receive a message offering a low cost product designed to quickly turn your new customer into a customer. We call this product the tripper entry level.

But what if the visitor does not respond to your offer?

You will retrieve it with a contextual advertisement, so that you receive many touches that can lead to conversions after leaving your site. The advertisement takes them down a path, where they are served with a single (or bound) lead magnet and then the penetration product.

Of course, you should try and sell through existing customers.

Sales and cross-sales to existing customers.

For example, if they buy a patio cover, they may be in the market for patio furniture. Take it back to the next logical approach.

The point is: Don't just make an offer. Create a buying path that increases the lifetime value of each customer.

Social sales goals

Your goals at this point are:

Create leads to grow your email list.

Acquire new customers and sell / sell through existing customers.

Increase buyer frequency, converting one-time consumers to a growing audience.

Matrix to display

To find your success in social selling, review this measurement:

Over time the number of leads, your email list keeps growing.

See conversion rate. Are your offers changing? Your proposal may not be relevant or close to the minimum forecast.

Buyer Satisfaction / Frequency - You want customers to buy again and again.

We have covered metrics that you should monitor for each stage of the social cycle, but you may want to find out more. To dig deeper into social metrics and return on investment, read 7 ways to track your ROI on social media.

Related roles in social media marketing

Once you understand the basics of social media marketing, you will need to determine who will be responsible for managing your success.

There is no correct answer. This will depend on your organization and your goals. But in most cases, you will find your best solution in any of the three.

Related roles in social media marketing

Marketing

Media and social marketing are closely integrated, it is difficult to know where one ends and the other begins. Most of the marketers are already on social media as it provides them with 3 jobs which they need to do their job well.

customer insights

Understand the trends and interactions that affect their prospects.

Strong recession channel.

Since they are already gaining prominence in social media, marketing professionals may be more apt to engage / direct social media efforts.

The sale

Like marketing, successful selling depends on the present and the present. Sales reps often use social media to interact with potential customers, define points of contact, and find out what matters to the people who value their products.

The thing is that your sales team cannot handle / direct your social media program. May be the most appropriate.

Public relations

he Lingo You'll Use as a Content Marketer

What are the terms you need to know as a content marketer?

Top-of-Funnel (TOFU) Content

Content designed to raise awareness for your business, brands and products. This content is delivered through a number of channels including blogs, podcasts and video hosting platforms like YouTube.

Middle-of-Funnel (MOFU) Content

Content designed to generate leads and move the prospect through the evaluation stage. Content in the middle of the funnel often takes the form of a Lead Magnet.

Lead Magnet

An irresistible bribe offering a specific chunk of value to a prospect in exchange for their contact information. The goal of the Lead Magnet is to maximize the number of targeted leads you are getting for an offer.

Bottom-of-Funnel (BOFU) Content

Content designed to convert a prospect into a customer by providing the information needed to make an informed purchase decision. Bottom of funnel content includes webinars, product demonstrations, and customer stories.

Summing Up

Content marketing isn't restricted to blogging. You'll probably create tons of blog posts, but if you're strategic, you'll use your blog as just one channel in your content campaigns.

Remember, content marketing works with your other digital tactics in a comprehensive marketing plan designed to move people deliberately through your Customer Value Journey.

Don't forget to download the Content Campaign Plan, which is your best resource for planning content for every stage of the funnel: TOFU, MOFU, and BOFU.

Then, once you've got your content assets built, you're ready to learn how to use digital advertising to drive traffic and conversions.

Become a Content Marketing Specialist

Content marketing is an essential aspect of any modern digital marketing strategy. In this mastery course, you’ll learn to execute a “full funnel” content strategy that transforms ice cold prospects at the top of the funnel (TOFU) into loyal buyers of even your most expensive products and services at the bottom of the funnel (BOFU).

You'll learn:

How to create your Customer Avatar so you can architect a content strategy that attracts leads and buyers.

Choose from 12 goals, 16 metrics, and 21 different types of content to create a content strategy that is laser focused on moving the needle for your organization. (Building this content plan is a snap using our Content Marketing Plan worksheets.)

The “GC = A” Content Marketing Formula that connects the dots between content and sales.

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Developing a Content Marketing Strategy