Creating an Engaging Content Marketing Strategy
Creating content that effectively engages your audience is paramount to any strategic marketing plan – particularly within the construction and built environment industries when products are often hidden or lacking in aesthetic appeal.
Content marketing helps to build the very core of a brand image, once a content strategy is in place social media marketing, search engine optimisation, PPC and successful PR can follow suite. When this is done right content becomes a profit centre, triggering increased customer loyalty, sales, and cost savings.
Ultimately, strategic marketing is impossible without great content – but how do you achieve this? Forward-thinking, effective marketing must focus on creating content that distributes relevant, valuable, and consistent content to engage and retain a clearly defined target audience.
1) Relevant Content
To create relevant content, you must first have a clear understanding of your target audience, product, and the market you are putting it to – without this it is just a guessing game. To achieve this, thorough market research must be conducted to form a well-rounded and strategic vision for any content plan. Furthermore, If you are uncertain on the type of content your audience will connect best with split testing can be conducted to analyse audience response and produce the best engagement strategy.
Not only is market research an essential influence over content design but is also important when understanding who your content should be boosted to during paid social campaigns – after all, once you have created relevant, tailored content, you want to be certain it is reaching the right people.
2) Valuable Content
Once the target audience has been analysed and unique personas have been identified you can begin to build valuable and engaging content for your audience. To break through the clutter of online marketing your content must be sleek, clear, and informative, but also must encourage your audience to engage with it by sparking their wider interest.
To put it simply, creating content that is purely ‘sales talk’ is no longer enough. Valuable content promotes a wider message and uses different formats such as video, podcasting, and even augmented reality to captivate its audience.
3) Consistent Content
Finally, consistency really is key. Recognisable branding is one of the most important and powerful tools in any organisations marketing strategy. Therefore, creating strict brand guidelines to help strengthen your brand image is essential, this includes tone of voice, design guides and even topic focus. Likewise, including regular content posting as part of your content marketing strategy helps to form a consistent and recognisable platform for your target audience to engage with.
Ultimately, creating effective content is all about having a deep understanding of a brand, it’s product or service and the message you are trying to spread – from there different channels and formats can be used to place that content in front of the audience that needs to see it. Still looking for inspiration? Here are a few content marketing projects that we have loved working on:
