Users consume most of our information in this huge restaurant called Internet, something that is becoming a growing trend. Companies, aware that users are hungry for content and approach to the restaurant every day to eat, need to distribute their dishes among the “clients” who most of the time come to different bars offering restaurant (social networks).But the restaurant at the end bars are only places of distribution of dishes and drinks, so the key to everything passes by preparing a delicious meal (engaging content)between you the user by sight and then wants to try.
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No company is going to get into the pocket the customer only by having a bar clean and tidy (i.e., have a nice page on Facebook or Twitter), but yes thanks to food which show and share on those platforms. Social networks, in the end, are ‘just’ distribution network of content, images and videos that subsequently engage potential consumers in the sale process.
The recipe for the content marketing
The recipe for a successful content marketing is like the formula for Coca-Cola: all the world I’d like to know it, everybody is aware of that has an incalculable value, but very few know what it is. For starters, a content marketing strategy is not like cooking a hamburger at a fast-food and repeat the action thousands of times a week. The contents are a meal that is cooked over low heat, slowly but surely, they need the time and the persistence of the best recipes. We also have a “master chef” called Google hates when we don’t Cook.Google needs to prepare quality food constantly on our website or our blog to let us place our dishes in their kitchen. If you want to be in the kitchen at Google, it will be better to learn how to cook who likes to Google and that you use the ingredients to succeed in the content marketing.
The keys to the content marketing
1 designing a clear strategy
This means basically understand our target group, to decide what targets like get, creating and optimizing the content on all your digital channels to meet those objectives. Some aspects that you should take into account are:
–Understand your target customers: who are, what age have, what interests have, what work, etc., are some information that can help us to find out what works between our audience.
–Have clear objectives: is well defined in advance what goals we pursue with our content strategy: branding, engagement, followers and subscribers, sales or get your brand evangelists. I recommend that you initially choose one or two realizable goals.
–Form a team: depending on resources and budget, can be an internal team or outsourced task.
–Select the platforms or tools: a mixture of payment tools can be used depending on the size and potential of your company, or free that will help you to create, distribute and measure the success of your efforts on content marketing.
–Plans an annual content marketing plan: both specific campaigns and continuous creation of content, posts, tweets and videos work, as well as its distribution. This will require the establishment of an editorial calendar.
2. create sensational content
Sensational content creation requires of two basic ingredients: inspiration and creators.Should first be thinking the goal of content that we create: if it is more didactic and educational; If we launched content to entertain; to inspire someone to do something; to inform about news and trends; or to turn to our fans or followers into leads or sales.
From here, we must decide on the type of content that we create: text (post, ebook, interview, guide,…); images (photos, graphics, infographics, memes…); videos and webinars;or podcasts, to name a few.
3. optimize content
Any content that we believe should be optimized. Some strategies for the optimisation of the content are:
-Read and review: to check the correct structure for ease of reading.
-Thinking about search engines: create a list of keywords that you think customers will seek you in Google and optimize content for SEO.
-Take into account the traffic: need to think in titles and images that you will use to draw attention and that you can easily share your content.
-Focus on conversion: content to generate a traffic that turns into a Subscriber or a client requires a constant experimentation.
-Don’t forget the mobile: if a content that is distributed can not be read, share or subscribe on a mobile, potential clients are missing many along the way.
4 promote the content en masse
The generation of the content is only half of the solution for the content creators. The other half consists in manage to distribute content across numerous channels. The aim is that content to move, be shared, and is viralice. The formulas to carry that out can be through a combination of:
–Social networks: care and powerful channels can greatly assist the distribution of content.
–E-mail: get a database of e-mail and making it grow can help generate traffic and leads.
–Organic SEO: optimizing content for search engines is a strategy long term that must be des on the first day. In the long run, a good SEO strategy can bring more traffic to your website or your blog to social networks.
–Associated with other pages and influencers: this formula can be rapid and accelerated growth of highly qualified traffic.
Analyze is the final part that will measure the success of your marketing strategy of content, either through the monitoring of traffic to your website, your list of subscribers, your fans or followers on social networks, etc. The marketing of content, such as all within the fast-paced, unpredictable world of Internet, requires an important part of testing. What works today may that not worth tomorrow. So you must be willing to constantly experiment with what works best with your audience.
Do you think that some ingredient more for content marketing recipe needed?