Content marketing is based on the creation and sharing of online material like videos, blogs and social media posts. It’s designed to generate interest in a company’s product or services by capturing people’s attention, it can also help to increase sales by directing traffic to the company’s website, boost awareness of the brand and build trust and recognition of the business. Great content campaigns are based on understanding who they are writing for. The more the business knows about their audience and share their passions the easier it will be to engage with them on emotional level. Key points to focus on are: focus on answering the needs of the audience, create content they will find valuable and keep them engaged so they will visit the company’s site in the future for more content.
Audience segmentation will help with identifying groups most interested in the product or service. Understanding the habits and preferences of an audience can help to target content directly to that specific group of people.
Once the company has chosen which channels to use to promote its content, the next step is to create a content calendar. A content calendar is a detailed timeline that organised your content marketing activity.