If your small business has a blog, Facebook page, Instagram account or any other form of social media, you are doing some form of content marketing.
The question is this: are you doing it well?
You will have much more success in your B2C content marketing strategy when you have a media company mentality.
In our digital age, any brand can create and distribute content. When you create and distribute content, you are essentially performing the function of a media company, so it is essential to think and strategize like one.
If you didn’t catch our recent article about Content Marketing, give it a read.
Every consumer who participates in any form of digital media consumes multiple kinds of content every single day.
What does this mean for businesses?
It means that when you distribute quality content, your brand develops a positive reputation and trust of the consumer as a valued partner.
B2C Content marketing is significantly cheaper than outbound marketing, and your potential reach is so much higher.
Also, search engines rank brands with quality content higher, so the better content you create, the higher you could be ranked in searches.
Basically, creating quality content is in your brand’s best interest, all around.
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You may have a brand or company mission.
However, have you defined an editorial mission?
It’s not as difficult as you might think. Consider these things when developing your editorial (or content) mission:
This brings us to the next consideration in how to think like a media company:
If your whole focus in creating content is to push your product or service, you have missed the entire point of content marketing strategy.
Media companies always consider how to get an audience involved.
What does that mean exactly?
It means you want to make an impact on your target audience, and as a result, cause them to take action.
The action may be interacting with your brand or it may be sharing your content. It may even be causing them to make a change in their own lives that may or may not include using your product or service.
Whatever it ends up looking like for your brand, the goal is action.
Putting the needs of your audience before your own needs of sales is what will keep the focus on your audience.
This means that the content you create will address their needs, rather than seek to sell your product or service. Consider what your audience will find especially useful or entertaining, and build your content around that.
You can even help them solve a problem that might be unique to your audience.
This may be a little more difficult than you might first think.
Here is an example:
if you own an HVAC company who services residential HVAC systems, your target audience is likely going to be those who own homes.
You may decide that you want your mission to be to provide valuable information to homeowners that help make home maintenance cheaper and less time-consuming.
Will all of your content be related to HVAC services?
No, but you are providing the information your target audience needs and may not find with a simple search online.
Do you know the big competitors you face in your field and your geographical location?
Great. That is important for business.
But they are not your only competitors in the digital world. Your content is competing with all the other content consumers can access at any given moment.
Sound daunting? It should.
Stop and think a moment. How much content does your consumer see in a day?
A media company considers how to stand out in a world of constant bombardment of stimulation.
Your brand needs the same focus.
You must stand out in a way that gets your brand noticed: not just for how you are better than your competitors, but also for what unique value you can add to their lives that no one else can.
Great content managers don’t just throw something up online somewhere occasionally.
Great content managers have a mission and a content marketing strategy.
The strategy can and should include an editorial calendar to help structure your efforts. A calendar will help you be consistent in your publishing and work toward your editorial mission.
Content marketing strategy does not typically have an end date. Your strategy and mission should often be revisited to make sure they still place focus appropriately in your efforts.
However, content marketing is an ongoing, effort to connect with your audience. Experts don’t see this method of connecting with an audience going away any time soon.
In fact, many agree that content marketing will virtually replace traditional marketing. This means that even brands who have not yet begun focusing on content marketing will likely be forced to shift focus to stay afloat in the business world.
In conclusion, using a media company mentality in your approach to content marketing strategy will truly help your brand be more successful in its efforts. Because many companies are not used to marketing in this way, they often see it as a daunting undertaking. It can be, but if you do the research and make a plan, you can do it. If you do not have the resources to do it right, though, ask for help. You can find a professional firm to do content marketing for you, and you don’t have to guess at what to do.
Lumping content marketing with conventional marketing as an additional outlet does not work. Content marketing strategy takes careful planning and a completely different approach than conventional marketing. Take the time to provide valuable content for your audience and foster trust by consistently delivering. If you do, you will reap the rewards for helping your business succeed.