marketing

How to strengthen brand loyalty by content marketing?

“Content is King” - Bill Gates, 1996

The power of content marketing can be hardly ignored since the consumers are looking for something more than benefits. They want a personal connection, even with the products. And thanks to the technology everyone can be a content creator, which, on the other hand, means it is more difficult for your content to stand out from the crowds. To transfer your creativity into cash, you should have a fundamental understanding about your target audience (TA) and brand positioning. Here are three steps to guide you through.

What is content marketing? Unlike the traditional marketing which focusing on product benefits, content marketing satisfies consumers’ need for information. Good content provides the right information to the right TA in a natural way. By yield useful knowledge, you can win your TA’s attention, trust, following and purchase intention. The most valuable feature of content marketing is that it lasts for almost forever (as long as internet exists). An online article or post of high quality may be shared for hundreds of thousands time. The long-term and sustainable effectiveness of content marketing can be hardly underestimated.

Step 1

Step 1: Right market, right customers

You aims to having a big group of fans, but you don’t want to attract irrelevant people. So ask yourself “Who are my customers?” “Can I provide them information without financial return for months?” You may finally come up with a list of potential groups of customers, but you need to be selective and precise so that you can achieve the greatest efficiency based on your resources.

For instance, you are creating content about “marketing.” You might think of “marketers” as your TA, which is obviously too wide and abstract. A narrower and better category can be “ owners of SMEs who just start content marketing.” Therefore you know exactly who your TA are and you can create a more relevant content to them.

Step 2

Research your TA

Now you need to gain some data from your TA which will be the cornerstone of your strategy. Two information are needed: Demographics and psychographics.

Demographic information is an object status of a person such as location, age, genders, income, education level, religion, marital status…etc.

Psychographic information is to figure out their ideas and believes. For example,

- What do they wanna learn from you in your sector? \

How important does your content mean to them? \
By what media do they wanna acquire new knowledge? \
What may be their doubts to the market? \
How familiar they are with your market?

The data you obtain will the ground of the next step - positioning.

Step 3

Positioning

You’ve selected a group of people who are likely to buy your products. Now, you have to compete with those business which target them as well. To get a clue of all the players in the market, you need to map out the positioning map.

- Positioning map

Draw a xy axis
Define your competitors
Pin them in the axis

Usually you can see clearly the “gap" in your target market and it means “opportunity. ” If you cannot find out the gap, use another definition to the xy axis and map again until you think the opportunity is promising enough. By practicing the steps above, you are able to find out your TA and your position in the market. Afterwards, you can start to create contents which are most relevant and meaningful to your TA.

※ Article excerpted from our partner Transbiz, to see the whole article: http://transbiz.com.tw/building-audience-by-content-marketing-1/

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