Your 2019 Content Marketing Playbook – Part 3: Get Back To Basics
Getting back to basics is all about regaining your focus and connecting with your target audience. This is about stepping back and taking stock of where you’re at and comparing that with where you need to be. It’s really common for businesses to stray away from their core marketing platforms of websites, blogs, and email lists and instead devote too much time and energy to social platforms or ancillary marketing avenues, particularly if those platforms are generating a lot of hype. We’re not saying to ignore these other marketing methods, but you need to be careful that you don’t focus on them to the point that you neglect your main content marketing platforms. For most organizations, their main content marketing platforms are their website, blog, and email lists.
A Closer Look At The Three Main Platforms
Why do we say that an organization’s website, blog, and email lists are their three core content marketing platforms? To begin with, they’re the oldest and most established digital marketing platforms. They are also likely the most complete or comprehensive in terms of content and they are often customers’ go-to source for information about the brand.
- Your website should be your #1 digital marketing focus. This is where you have complete control over what consumers learn about your brand. This is where you can:
- provide information about the company,
- provide contact information and first point of customer service,
- provide information about products or services,
- provide purchase opportunities (e-commerce functions)
- establish brand authority
- provide content in many different formats (i.e. text, videos, surveys/quizzes, Q&A, images, charts, graphs, etc.)
- Blogs are an excellent way to establish deeper connections with your audience. While consumers may not visit a blog to make a purchase, they do visit them to learn more about the company and its’ services and products. This is an important step in the Buyer’s Journey, which is an explanation of the research and decision-making processes that lead a consumer to make a purchase. Blogs play a critical role in the research phase.
- Email Lists. Email lists remain a top marketing tool because of their simplicity and effectiveness. It’s the only one of these three core digital marketing platforms that is passive to the customer, meaning the content comes to the consumer without them having to take any action; with website and blogs, the consumer must take action to seek out the information. Emails don’t require such an initiative. Emails are also an excellent way to deliver segmented or targeted content, which generally results in higher conversion rates than one-size-fits-all content.
One of the biggest benefits to using these three platforms as the basis for your content marketing is that you can use the same content across all three platforms with minor tweaks. In many cases, one platform can even be used to guide consumers to another platform. We typically see this with an email that then leads the reader to a website product page or blog post, but it’s also very common (and a great content strategy) to add internal links to product pages on your website in your blog posts.
So, not only are these three marketing platforms highly effective on their own, your content marketing plan can (and should!) be structured in such a way that they all support one another.
Reining It Back In
If you’re overwhelmed by content marketing, whether it’s simply the thought of it or the reality of what you’ve been doing, dialing it back and refocusing on these three main content marketing platforms can help you focus and regain your equilibrium. Go back to the basics:
- Who is our audience?
- What content are they looking for?
- Where are they looking for content?
Once you answer these questions, then it’s just a matter of making sure you provide the answers/content your audience(s) are looking for where they’re looking for it. This is simply a matter of cost-benefit. Which platforms result in the most conversions or sales? That’s where you need to focus your primary efforts.
Don’t Be Afraid To Ask For Help
We know how intimidating all this talk of content marketing can be. There’s so much to do and so many ways it can go wrong – especially if content marketing isn’t your primary business function! Not to worry, Orlando Content Marketing is here to help you get your content marketing on track for sustained success. Contact us for a content marketing review or strategy discussion or visit our blog jumpstart your process.
In our next post, we will examine how data can be used to drive content creation and placement.