Leslie Licano Leslie Licano

Many firms are discovering that the law of diminishing returns is beginning to apply to their traditional marketing activities. Social media marketing agencies will tell you that it’s time for a new approach: content marketing.

Brands already share content with customers all the time. These messages are often completely irrelevant, extraneous and sometimes even annoying. A sound content marketing strategy delivers something more meaningful. Something focused less on product, and more on the customer. Author and online pioneer Bryan Eisenberg nailed it with this phrase: “Facts tell, but stories sell.”

Whether you handle your PR activities in-house or contract an outside public relations agency, content marketing is all about the consistent creation and distribution of timely, relevant, interesting and valuable content, targeted at a specific audience, with the aim of engaging and retaining customers.

Sound complicated? It needn’t be. It just means that instead of promoting your actual products and services — sending a traditional sales message — you provide information that addresses what your target audience is interested in.

Ever heard of Dollar Shave Club? This start-up company debuted their monthly razor blade subscription with compelling content targeted to men — a video created on a shoestring budget — that quickly went viral and changed the content marketing game. Why was it such a hit? They understood their target audience. The voice was relatable, and the premise unearthed something that men found intriguing. And, 24 million YouTube views later, the content is still a smashing success.

When it comes to developing your own content marketing program, it helps to take a strategic approach. Here are some questions that will help you create targeted content.

Why are you creating content?

As with so many things, your starting point is to define your goals. Your goal may be, for example, to create — or grow — an email distribution list, to boost brand awareness or to convert prospects to customers. No matter what content you aim to create, always consider the “why.” 

Who are you creating content for?

Describe your audience as specifically as you can. You may ultimately end up with several audience profiles, but start with one — the one most closely aligned to the goal of your current marketing initiative — and develop content tailored to them. This is what makes content marketing so unique. It’s not just about creating a targeted media campaign based on user interests or geography. It’s about tapping into a mind-set and developing a story that resonates and creates a spark.

Where does your audience hang out?

If you’re selling plants and seeds, you need to know where gardeners go. Make sure you post and promote your content where they will find it, and make it easy to share. That way you extend your reach exponentially.

It’s also important to think about the many social media channels available for content distribution and how content on those channels is consumed. Consider developing exclusive content tailored to specific platforms. For example, more visually stimulating content on Instagram versus Twitter.

Who else do they interact with? 

Is there a standout blog or publication that your audience regularly engages with? If so, can you (or your public relations agency) write a guest blog or an article, with a link back to your business? Websites and blogs are always looking for new content, and this can be an excellent way to get your brand in front of more people.

What is your story?

When it comes to creating quality content, you have to be a great storyteller. Every word matters, because your story needs to be about something your audience wants to know about, something that inspires them. Content needs to pique interest, bring energy to your message and ultimately motivate action. Whether you’re launching a new product or selling a service, facts are important to share, but they’re soulless without a story that relates to your customer’s life in some way.

And finally …

The top social media marketing agencies will tell you that content marketing should be an integral element of your overall marketing plan, not something separate. It’s an ongoing process, a great way to engage with people and to add value, and, in return, to increase sales and customers.

Bottom line: always understand your audience and figure out the best way to talk with (not to) them. Honesty and sincerity are key. A successful content strategy isn’t just about putting out targeted messages. It’s about delivering genuine, authentic content that is customized and meaningful to your customers. And, it’s being willing to listen to what they have to say. 

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Leslie Licano is co-founder and CEO of Beyond Fifteen Communications in Newport Beach, CA.