Social media marketing has seemed to overshadow the broader aspect of content marketing in the past couple of years.
With the audience insights and audience targeting capabilities available on most of the popular social media platforms, they have become the go-to platforms for B2C businesses building out a “content strategy”.
But social media alone isn’t content marketing. In fact, you need a comprehensive content marketing plan for social media to deliver the kind of results you need as a growing B2C company.
Content marketing is a combination of online material geared at engaging and building a reputation with your target audience. It can take the form of blog posts, podcasts, videos, or social media posts.
Leading B2C brands to small businesses use content marketing as a growth strategy. Why? It supports their bottom line through increased sales, reduces their cost of acquisition rates, and cultivates more loyal relationships with customers.
Unfortunately, however, too many B2C businesses tend to focus solely on social media marketing instead of a comprehensive content marketing strategy that builds their brand authority. Social media is good for businesses. But not all B2C brands can build quality businesses engaging solely on these platforms.
72% of marketers say content marketing increases their engagement and the number of leads they get.
So, content marketing isn’t just about putting content out there as fast as you can. It’s about the right content marketing plan that can serve your bottom-line, not haphazard publications on all possible channels hoping to make a viral hit.
There is already a lot of noise on the internet. You need to differentiate your business as a go-to resource for the people you serve.
That means publishing relevant content that will resonate with your intended audience. In this regard, you need the right foundation, and that starts with identifying your buyer persona.
So, how do you do this?
Look at what you sell, who are your ideal customers, and why that service or product is perfect for their current situation. Then put that together as a strategy to market your business.
Planning a content strategy is not just for large companies. In fact, a lot of small businesses are executing commendable content marketing strategies that significantly contribute to their bottom-line.
So, do you own a B2C business and wondering how to get your small business content marketing strategy in place quickly? Here are 4 quick steps to get you there.
You need to know who you’re marketing to before you start producing content for them. Everybody is not your customer, so you need to identify who those ideal customers are and why you would be the perfect business to solve their specific problems.
For example, consider that you own a small business that provides vehicle history checks to consumers?
This is a very niche business area. So, based on that type of B2C service, what would your buyer persona(s) look like, and how do you market to them?
In this regard, a segment of your target audience would be people looking to buy a used vehicle and need the history. Therefore, your content needs to be relevant to this sector.
So, when you look at the blog of a company in this industry, for example, the posts should be related to their target audience – people interested in vehicles. So, if someone is interested in buying a used Toyota Crown, a car review post would be considered helpful.
Now think about your own B2C business, no matter the type of product or service you offer. Is your content directed at your buyer persona(s)?
This is the same approach you would take with a small business with a narrow niche or a large corporate entity with several buyer personas. You determine who they are, then you know what type of content to prepare to engage them.
After you’ve built out your buyer persona, it’s time to identify where you’re going to find them. This is also a part of the audience development process. Because how you reach your audience determines the type of content you put out.
Are they mostly on Facebook, Instagram, or YouTube?
Which avenues should you use to reach them and bring them to you? How will you get them to your blog?
Thinking about these issues allows you to develop a content repurposing plan that gives you the opportunity to make multiple content pieces from one primary content.
Next is developing your content marketing plan. You should assess your current position and what you need to grow your engagement with your audience.
Your plan should also include KPIs. Without measurable goals, you won’t be able to quantify your strategy’s effect on growing your business through audience engagement.
Whatever platform(s) you choose to market your services or products, make sure you also build content on the ones you own – like your website.
So, a blog continues to be a widely used content marketing tool. Plus, it’s not just for large companies or successful entrepreneurs who rely on it for driving leads (think Neil Patel or CMI that relies on their blog to drive traffic).
Content marketing is supposed to deliver an ROI. So, don’t be afraid to pivot if you realize something isn’t working. This means you must keep track of your website analytics and audience insights.
With testing and data, you can rework your content marketing strategies to align with those that are working. Or, you can use it to identify weak areas for you to strengthen.
Each year, B2C content marketers plan to increase their allotted content marketing budget. They are also creating more content than they did before.
You only double-down on the things that are working for you. And if marketers are confident in the power of content marketing to affect their business growth, you should be too.
Therefore, it’s time to look at what you’re doing now and how that can be improved with a proper content marketing plan.
Let’s make sure your B2C company gets in front of the right audience and delivers the type of ROI that boosts your bottom-line. And the first step to getting their results is developing a content marketing strategy tied to your buyer personas.