Content marketing is all about appealing to your ideal customer, by creating the impression that you, and your products or services, are the best choice for them. A content marketing strategy is mapping out the overall plan for what the content creators should be creating and spreading to reach that end. And finally, the goal of content marketing is to increase sales.
The major goal of your content marketing strategy should be to:
- Create new customers and clients
- Engage repeat and recurring customers and clients
- Increase revenue and profit
All the other stuff that online marketing “experts” recommend as part of a strategy, branding, engagement, social sharing, SEO, comments, will take care of themselves – as long as your content marketing strategy is properly designed to lead your prospects to the point of sale.
3-Step Content Marketing Strategy
Thanks to the website CopyBlogger.com, we have a simple 3-step outline to create the funnel that will result in sales.
- Identify your ideal client: Before you can get someone to buy from you, you need to know what to say to them, and how to say it. You’ll never get that right unless you know who you’re talking to.
Your first step is to do the research that allows you to create a fictional, generalized representation of your ideal customer.
Don’t underestimate the importance of the word ideal in “your ideal customer.” Although you always put the problems and motivations of the prospect first, you should proactively choose the type of person you want to reach. And it might be even more important to purposefully exclude the “wrong” people.
- Identify their needs: Now that you know who you’re talking to, you can start to figure out what they need to hear from you. You’ll also want to place yourself in the shoes of the prospect along the buying journey, so you can deliver the right information at the right time.
It could be a funnel sequence, product launch, or defined period of time on your editorial calendar.
What do they need to know to do business with you, and in what order?
A big part of the “what” also involves influential touchpoints. You need to figure when it’s best to emphasize, for example, authority and social proof, and uncover the best moments to overcome preliminary objections.
- Crafting the perfect message: Now we get to the creative part. By taking the time to understand the who and the what, you now know how to craft messages exactly how the prospect needs to “hear” that information.
The “who” reveals the stories you should tell, not just to transmit information, but to create a unifying sense of connection. The “what” tells you how to craft an overall narrative with a through line that ties directly into the prospect’s motivation for change.
Instead of guessing blindly, you’ll deliver the perfect analogies, anecdotes, and metaphors that make your ideal prospect view you as the only reasonable choice.
And since you chose them first, your marketing will be naturally authentic – because you’re reflecting your own values to those who share them.
Once you’ve figured out the who, what, and how, outlining your content marketing strategy will be much simpler – and likely far more effective. It’s called due diligence and we should all spend a bit more time with that!