If you work in marketing and want to get some traction with your content marketing efforts, this article will help you out. We’ve put together a step-by-step guide on how to craft a content marketing campaign and what to look out for along the way.
1) Who are you targeting?
Understanding who you are targeting is a critical first step of any marketing campaign, but it’s particularly important in content marketing.
- Why are your creating this content?
- Do you need to drive awareness, sales, leads, customer engagement?
- Who do you want to read this piece of content?
- What’s in it for the reader?
- Is it educational, humourous, news-worthy?
- What are they going to get out of it?
- If you didn’t publish this type of content, would the reader be bothered?
- Would the reader find the information elsewhere?
By taking the time to answer these questions you can begin to build a picture of the content you might want to produce and also start creating a good brief for your creative team.
Define your audience personas
Creating simple personas helps you refine your content ideas to make them more relevant for your target market.
For example, we’re aiming this article at marketing professionals so we can assume that you’re already familiar with marketing personas. Therefore, we don’t need to go into detail about how to do this...but a list of useful guides could be helpful:
- How to Create Audience Personas
- How to Create Detailed Buyer Personas for Your Business
- The Complete, Actionable Guide to Marketing Personas
- How To Build Buyer Personas For Better Marketing
By applying our target persona to this piece of content, we’ve been able to reduce the work we need to do to create it, and keep it more relevant to our audience.
Identify their purchase funnel stage
Knowing who you are targeting is the first step, but you also must understand where they are on their decision making journey.
It’s very easy for marketers to be focused on the available data they have, without considering the bigger picture.
Take how on-page SEO is approached;
- Identify relevant keywords.
- Optimise content for those keywords.
But not all searches have the same intent behind them - therefore, not all content should be crafted in the same way.
For example, consider the following keywords:
- “Edinburgh hotels”
- “The best hotels in Edinburgh city centre”
“Edinburgh hotels” is a much higher volume keyword (and more competitive), whereas the other keyphrase is lower volume (and less competitive). If we were to optimise content for these phrases in the same way, the conversion rate would be very different.
If we were to look at the user journey for finding hotels in Edinburgh, it might be something like this: