Content marketing for business is anything from status updates and photos on Facebook, Twitter and uploading video to your YouTube channel, to writing blogs and articles for your website and contributing articles and comments to others. In my previous blog I introduced you to content marketing, now I will explain what goals and plans are important to have for creating compelling and valuable content.

Build brand awareness

Brand awareness is the main reason behind content marketing. Content marketing is an effective way to create awareness of your product or service. It’s not as direct as advertising, therefore an organic way to drive brand awareness and engagement. Tell the story of your brand, your customers, your business through your content.

Plan your content

Create a content plan and editorial calendar and stick to it. Read the latest news and blogs to get ideas for relevant content. Look at your website analytics to see what are the most popular articles and blogs and plan to keep creating content like that. Develop a pool content that could last up to 12 weeks, so you can deliver content consistently, perhaps posting one blog or article per week as some weeks you will be too busy to write. Social media is another way to post content and should be done regularly, so use social management tools such as Hootsuite to pre-set posts to publish.

Establish your voice

Think about what style of approach you want before you start writing. Create relevant and compelling content consistently, keeping the same tone of voice, writing style, and business goals in mind as you create each piece of content. Develop your unique voice, a personality and style that showcases your expertise and separates you from the rest.

Get active in online communities

Read websites of interest or join in community groups or forums where you can contribute information and comments. Sign up for publications such as Forbes where you can create a profile and comment on articles, Twitter groups runs networking events such as #IrishBizParty for example, and create your own Facebook page and comment on others. Your comments, likes, Tweets and feedback will help bring you to the forefront of peoples’ minds. Include links to your website content or blogs in your posts.

Use all channels to engage

Engage with customers in print, in person, online and mobile. Traditional print media, newsletters and books are still very relevant so don’t overlook them. Online use your website, blog, YouTube, Twitter, Facebook, SunZu, Instagram, Pinterest and other media sites that welcome contributors to publish and share your content.

Content to create an action or sale

Create content that will encourage people to sign up for a course, register for an event, subscribe to your e-newsletter you are one step closer to closing a deal. These leads can convert to sales and business and once you have these customers you can keep them informed with future product and services updates and information and other forms of content marketing.

Give free information and customer service

Ensure your content delivers free information and customer service advice to create interest, a following and sale but also provide value and reinforce a customer’s decision after they purchase your service or product. Producing content showing how to use the product or service will be beneficial to customers and show you have gone that extra mile.

Ongoing customer loyalty/retention strategy

Turn customers into subscribers. Set up a customer e-newsletter or printed newsletter, a print or tablet magazine, an online event, webinar or RSS feed which they can subscribe to for your regular content. Also encourage them to connect with you on social media.

I hope you have found this and my previous blog “Content Marketing Part One” useful.