Content Marketing Revolution Buchzusammenfassung - das Wichtigste aus Content Marketing Revolution

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Zusammenfassung von Content Marketing Revolution

Name: Content Marketing Revolution
Rating: 4.3 (81 reviews)
Author: Dane Brookes

Dane Brookes

Seize Control of Your Market in Five Steps

4.3 (81 Bewertungen)

13 Min.

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Marketing

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Content Marketing Revolution
in 6 Kernaussagen verstehen

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Kernaussage 1 von 6

What’s in it for me? Revolutionize your marketing with top-notch content.

Content marketing is much more than just a few randomly chosen words describing a product that you want to sell, or heavy-handed encouragement for your customers to buy it. Simply telling customers to make a purchase is a strategy that is sure to fail.

What you need is a strategy – a content marketing strategy – to sell your product. In other words, you need well-crafted, juicy content that’ll make your customers, both existing and potential ones, crave your products.

These blinks will show you how, giving you valuable insights into the universe of content marketing, including how to start, where to put it, where to focus and who to address.

In these blinks, you’ll learn

about the four stages that customers go through, and how to address each one;
what it means to have SMART marketing objectives; and
why spending money doesn’t guarantee success.

Investigate your target group and your company to find out what content will boost your brand.

What do Lego, Red Bull and the Four Seasons hotel chain all have in common? Well, they’re all really good at one thing: content marketing. These three companies enjoy powerful brand loyalty and extensive customer engagement as a result of their pioneering content marketing strategies.

Content marketing is all about using interesting, relevant and remarkable content to create a deeper relationship between a brand and its customers. Being a nuanced and innovative approach to marketing, content marketing requires a little bit of preparation; in other words, you’ve got to do your homework before putting your content out into the world!

The first thing you’ll need to investigate is what your target group of customers is talking about. You can start by researching trending topics among your brand’s current and prospective customers, and learning about the experts, commentators and competitors in your industry. Hootsuite is one of many social media tools that makes this research a little easier, while Google Trends enables you to follow rapidly shifting trends in your target group with excellent precision.

After your research, it’s time to look inward and investigate the content already available within your company. You may for example find interesting reports or analyses that have only been published internally so far. Create an inventory to collect and keep track of the content that you find. You could start by creating an Excel spreadsheet to record content, making note of its format, whether it’s published or not and the person responsible for it.

Take this opportunity to get rid of poorly written, irrelevant or outdated content that isn’t fit to represent your company. If you’re unsure whether something deserves to be canned, ask yourself: is this piece of content how you want your company to be seen by a potential customer? If not, let it go.

Define the objectives and the timing of your published content.

Say you’re a wine manufacturer. You’ve got a nice collection of photos of your winery, as well as a few images for the labels and rough ideas for blog posts that you’ve been thinking about. Some trending topics you’ve identified are ecological production and the threats the grape wine louse poses to wineries.

You’re off to a good start! But there are still a few things to figure out. Where do you want your marketing to take you? And when should you start publishing your content?

Get inside the customer’s head with buyer personas.

While content marketing may be a new tool, hundreds of companies are already making use of it. You can give your company an added edge by using buyer personas.

Buyer personas are fictional characters that allow you to understand what makes your customers tick. The more you can flesh out your buyer personas, the more targeted and effective your content can be.

Tailor your content to the four stages of the buying process.

As you might have guessed, the buying process involves much more than a customer simply wandering into a store and choosing a product at random. Rather, the buying process comprises four stages – so you have four opportunities to influence your customers with content marketing.

The first stage of buying is awareness and discovery, which is the period when a potential customer realizes that he needs something. Content marketing during this stage is naturally centered on boosting brand awareness, so that your products are more likely to be discovered.

Maintain consistent style and quality to ensure your content stands out.

There’s no use putting time and money into excellent, targeted content marketing if you don’t give it the presentation it deserves; even so, your content doesn’t necessarily need to be overly elaborate. Above all, you want your content to appear credible and professional.

Ensure your content is consistent and cohesive both online and offline by developing a style guide. This should cover basic rules such as logos, typefaces and color schemes, as well as specific guidelines on wording and tone.

Find your niche, your sweet spots and the right budget to produce even better content.

Armed with your style guide and standards for quality, you’re almost ready to get your content marketing out into the world. You might be feeling a little worried – what if your content doesn’t get many views? And what if you don’t have enough money to produce top-notch content?

Don’t fret! First of all, there’s no need for you to try and reach a worldwide audience with your content. Instead, you should be targeting potential customers directly through your niches and sweet spots.

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Worum geht es in Content Marketing Revolution?

Content Marketing Revolution (2015) is your introduction to pioneering new strategies in digital marketing today. These blinks guide you through the process of developing and implementing a content marketing strategy, helping you optimize your advertising efforts.

Bestes Zitat aus Content Marketing Revolution

We will religiously ask our personas what they think about content ideas and publishing tactics and allow ourselves to be inspired by their needs and motivations.

—Dane Brookes

Wer Content Marketing Revolution lesen sollte

Companies of any size looking for alternative marketing strategies
Marketing teams looking to update their tools
Business leaders keen to revolutionize their brand

Über den Autor

Dane Brookes is a content marketing and communication expert, with a background in business journalism and content strategy. Brookes was head of the editorial department of a major publishing house and has managed digital marketing for several other companies.

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