Content marketing is critical for success in the digital market, which is why even the smallest and youngest companies invest in content heavily. Yet most firms continue to publish this content haphazardly, failing to link it all together in an overarching strategy. Many assume that the only point of content marketing is to raise brand awareness, thinking this will translate directly into success.

Customer awareness is only valuable if you can get those customers to make purchases, and a content strategy does exactly this. By creating different types of content and publishing them strategically, you can transition customers from merely being aware of you to viewing you as an authority. This raises your chance of making sales and earning their long-term loyalty.

How to Create a Content Strategy

For most companies, an effective content strategy requires the following three stages:

  1. Raising Awareness– Begin by writing short articles, videos, and blog posts that provide basic information about your company and industry. Ideally, these posts should present your services as a solution to a common problem. This will make potential customers interested in you.
  2. Going in Depth– Once you have customers’ attention, begin releasing longform content for them, such as ebooks, podcasts, and webinars. This content should describe important topics in your industry or provide solutions to customers’ problems, going into as much detail as possible. This will convince customers to regard you as an authority in your field.
  3. Pushing for a Purchase– Offer those who have shown interest in your longform content free trials, discounts, add-ons, and other incentives to purchase your products or services. This ensures that highly engaged consumers become customers.

For more information on content strategies and other keys to digital marketing success, contact Intrackt today.