Throughout this year, content marketing has been consolidated as a booming strategy that continues to increase with a greater number of brands and companies joining the cause. This is how Content Marketing is positioned as one of the great bulwarks of marketing for 2018.
Although better late than never, your content strategy can not wait any longer, you can not delay for any longer the time to put it firmly and begin to add value to your actions in Social Media. New year, new strategy, consider it like this, it is an unavoidable necessity, there is a latent demand on the part of your users, which also brings you interesting advantages.
Content marketing helps you to become a benchmark in the industry.You have the opportunity to become an appreciated source of information, where the target audience can keep up with trends, news and news.
Build links between your brand and your followers. The content acts as a link between the two parties. On the one hand, users get quality information; for another, The brand gets relevance and diffusion for the content, which has a positive effect on the company’s reputation.
It is the first step towards loyalty. When the audience receives assiduously interesting and attractive content, it usually uses the same source, which can be translated into a long-term relationship that consolidates over time.
It serves to humanize the brand. The company can name its own communicator, stop acting as a company and do it through a representative. In this way he shows his human side, his ability to talk and talk from you to you with his community. People want to talk to our peers, not with organizations with an anonymous face, which in the end are impersonal entities and seem inaccessible.
In order to achieve these objectives, it is necessary to carry out a self-assessment, which serves to determine what strengths or abilities the company has to produce such quality content and appeal to the company and, if applicable, the possibility of leaving this service In the hands of professionals:
What will the strategy be based on? It evaluates if the company by itself is able to generate content of value for the users, as it can be the counting in staff with prestige professionals, or experts in the matter; If it is leading in the sector, from the technological point of view or bet by the innovation; If it carries out important research work, the results of which can be transmitted in the form of studies, or serve to establish trends; As well as whether your product is unique in the market. In case of not complying with any of these requirements, it will be necessary to have external resources of the company, adapted to the objective that is intended to be achieved.
What are the actions to be carried out? This section includes what will be the nature of the content (articles in corporate blog, video, publications in external media, white paper, webinars, presentations?), How content and economic resources will be disseminated and / or Human beings that will be destined to this end.
Who will carry out each action? It determines who will be the visible head of the communication, where and how the content will be prepared. It is essential to give an image of professionalism and know-how. Therefore, the person in charge must have the necessary training and skills for the position.
Where is it going to be distributed? It is necessary to determine which channels are most suitable for the dissemination of the content, taking into account both the audience and the nature of the same. Planning should also include the frequency of publication and the tone of the communication.
How will it be measured? To know the results of the actions in Social Media and to be able to optimize the resources it becomes necessary the monitoring and monitoring of all communication actions. To do this, it is necessary to establish the tools that will be used, as well as who will perform this work.
2018 is a new opportunity to start a relationship with your target audience. The content strategy will serve you to approach him, speak in his language and get him to listen to you. In this way you can lay the foundation for what can be a fruitful relationship.