Promoting branded content is more than just creating a blog post and sharing it on social media. To be successful, you must have a content marketing strategy that ensures you’re creating content your potential customers need, and then getting that content in front of them to achieve your sales objectives.
Define Your Goals
A critical first step in developing your content marketing strategy, and in checking the most important goal off your content strategy checklist, is having a clear idea of what you’re trying to accomplish. For instance, new and emerging brands might set goals for exposure and traffic to their website before focusing on increasing sales. You’ll also want to draw attention to new products to ensure that you create the buzz that will convert to sales.
And while it’s fine to be aggressive with your goals, be sure to maintain realistic expectations. For example, if you currently have 70 followers on Instagram, and want to increase your following to one million in three months’ time, you’ll likely be disappointed.
Identify Your Audience
Another critical step on your content strategy checklist is that you understand and write specifically for your target audience. Understanding them will help you better map their journey from discovery to purchase with content that is meaningful and impactful. For instance, if you’re a B2B company, your target audience’s journey is likely shorter than for a B2C brand, as B2B buyers are more likely to be looking for a specific solution to