This is sponsored content by Stitchcraft Marketing.
By Leanne Pressly of Stitchcraft Marketing
Stitchcraft Marketing has put together a FREE WEBINAR on Tuesday, June 12th at noon EST on the topic of Planning and Executing Your Content Marketing Program in Just 30 Minutes Per Day. Leanne Pressly will be specifically focusing on all the BOLD subjects below:
Who is your customer?
An essential element of content marketing is a clearly defined audience. If you don’t have a clear idea of who your customer is, how can you anticipate what content will be considered valuable to them? Spend some time developing a detailed description of your customer avatar.
Resist the temptation to define your potential customer too broadly. For example: “anyone between the ages of 18 and 65” is too broad a group to address effectively. Consider breaking that down into more specific profiles. “Active mothers under 40 who enjoy crafting with their kids and watching HGTV” is much more useful for visualizing your customer.
Create Compelling Content
Decide what form(s) you want your content to take. Blog posts? Video tutorials? Inspirational images? Free patterns and how-tos? Utilizing a strategy of cornerstone content and evergreen content is best.
Whatever form you choose, be sure your content reflects your brand and is optimized for SEO.
Quality counts! Every piece of content may be a potential customer’s first introduction to you and your company. If you feel the need to apologize for the quality of a piece of content (poor photography, questionable taste), don’t use it.
Distribute your Content Through Social Channels
What social media channels are most appropriate for the promotion and distribution of your content? Where is your target audience likely to be found?
Each social media platform requires a different strategy for success. Be sure to maximize your efforts by following best practices for Facebook, Pinterest and Instagram.
Building your Tribe with Newsletters
When consumers opt-in to your email list, they have specifically asked for more of what you offer. What could be better than that? The people on your email list are your richest source of potential sales.
Once customers have joined your list, reward their trust by producing a newsletter worth reading. Consider segmenting your list so you can deliver content specifically targeted to that customer’s interests.
Has enrollment in your list stagnated? Consider using a lead generator to introduce interested consumers to your company.
Continue the conversation beyond regular newsletters. Consider using an autoresponder to generate an email (or series of emails) in response to specific customer behaviors.
Putting the Plan into Action
Your content marketing plan will not be effective if it isn’t implemented consistently over time. That means your plan must include manageable steps and a workable timeline.
Once the initial plan is in place, you can manage a good content marketing program in as little as 30 minutes a day by breaking the execution into specific tasks. Consistency is key: when your calendar says you’re going to spend 30 minutes every Wednesday morning scheduling social media posts for the next week, you’re more likely to get it done.
How will you know if your content marketing plan is effective? Identify some Key Performance Indicators (KPIs) to help you quantify the impact of your efforts. Is your audience growing (more followers, more views)? Is engagement growing (more likes, shares, comments)? Did content which featured a specific product result in increased sales of that product? What paths are customers taking to your website? Remember to track these numbers over time. On any given day, you’re just seeing a snapshot – long term trends are a better reflection of what’s working and what’s not.