Businesses thrive on content. Content that’s timely, relevant and a value-add for customers with an aim to get customers to make a desired action towards their products or services. That’s B2C content marketing; where every minute content is being populated, so much so, that it has reached a point of information overload for its consumers and competition for the marketers.
An effective B2C content marketing strategy helps to not just reach the right audience but to be heard amidst the myriad marketing messages. That means, content is to be distinct, compelling and valuable.
Here are the eight steps to be followed for building your B2C content marketing:
- Know your audience
- Theme of content
- Diversity of content
- Culture of content
- Broadcasting frequency
- Channels for content marketing
- Measure it right with analytics
- Developing strategic mindset towards B2C content marketing
1. Know your audience
To create personas, refer back to existing customer data and extract insights. But don’t just stop there. It always helps to get confirm your findings with your marketing and sales team through workshops.
Personas serve as a base document that steers content efforts. It explains challenges, motivations, influences, behaviors and more.
2. Theme of content
Next step is to plan and decide the theme and content type. It is NOT about marketing messages in your content, but it’s about educating your customers on the solutions that you provide to their problems. Customers are looking for value, inspiration and insights. So, you know what you need to aim for as a content marketer.
Here are some ideas:
- Thought-leadership articles
- Case studies
- Blogs on market trends
- Commentary content
- Educative eBooks
- Guidance content
3. Diversity of content
Content doesn’t mean just plain old text. A little creativity in your content presentation adds taste to it. You can think on the following lines:
- Text contents can be in the form of blog articles and whitepapers
- Images like infographics, memes, cinemagraphs, gifs, etc.
- Videos and podcasts
4. Culture of content
Customer facing teams can be key in helping you create the content that your audience resonates with. Understanding your customers’ challenges will help you write content they find valuable. Your content contributors also include SME’s or thought leaders, who can provide direction on how to build solution-based content.
Another aspect, is creating a culture of sharing ideas, insights in your organization. That way employees and leaders get inspired to share their thoughts or insights with the audience.
And yes, there are going to be hectic phases, where content production may have to take a hit. Here’s where freelancers and outsourcing can be another option.
5. Broadcasting Frequency
Frequency of content release is another aspect of a company’s content marketing strategy. Based on priorities of your business, decide your frequency. Frequency can also be dependent on the format of content, production cost, and audience need. Once customers get connected with your content, you need to maintain consistency and the quality.
6. Channels for content marketing
The choice of channel depends on the context and consumption pattern of your audience. Some of the important channels are:
- Social media networks (that includes platforms like Facebook, Twitter, LinkedIn, etc.)
- Web and Mobile applications
- Blog platforms
- Offline publishing like newspapers, magazines, etc.
7. Measure it right with analytics
Keeping an eye on your goal performance is as important as your marketing efforts. Keeping tab on the performance of your content and what does well over the other can help you boost content types where necessary.
8. Developing a strategic mindset towards B2C content marketing
Starting from identifying your B2C audience to finally broadcasting your content, it’s vital to have a strategic approach of a proper long-term strategy with the flexibility of tweaking it along the way.
And with the dynamics of a B2C audience, it’s important to understand the level of emotional connect.
Remember, your content is a reflection of your personality. So, step back and let your content work for you!
Great days ahead!