table of content
“If we face the truth,
we know that content marketing is about making money.”
- James Allen
Voilà, how one sentence explains why content marketing is so important.
The word "content" is everywhere, because content is key. But what does it really mean? When your business embraces content marketing, it means you're constantly delivering relevant information to your ideal customer.
"Traditional marketing talks at people.
Content marketing talks with them."
- Doug Kessler
Characteristics of content marketing
Consistency: A key element in content strategy. Once you have a clear goal, you stick to your plan.
Relevance: Your communication is aimed at your ideal customer, aligning with their (online) activities, search behaviour, and what influences them.
Value Creation: All your content should add value to your ideal customer's life, whether it's informative, educational, inspiring, or entertaining.
When you wonder how to create valuable content, ask yourself: What truly helps your ideal customer move forward, allowing you to strengthen your relationship with them?
Maybe you want to make your ideal customer laugh, because after a long workday, everyone needs some relaxation. For some, it's a funny meme or .gif, while for others, a heartwarming video brings a smile to their face. Some people even laugh out loud at an inspirational quote with a twist.
Or perhaps you want to inspire your ideal customer to take positive action. This could range from a simple "thank you," to motivating them to get more active, or even encouraging them to support a local charity.
Your customer might also need more support or information when purchasing a product. Or perhaps you can help an existing customer with a mini tutorial.
Content marketing is almost always linked to positive emotions. You want your brand to evoke a positive association, building trust with your customers. As Joel Comm said,
People buy from people they know, like, and trust.
Using content marketing, you can create that trust and build meaningful connections with your audience.
How to create content
People do not buy goods and services. They buy relations, stories, and magic.
- Seth Godin
Okay, you have a sense of the overall message for all your communication, but how do you convey this to your (ideal) customer? This is where entrepreneurs often feel stuck. How do you make sure you're posting regularly without pulling your hair out?
Let's address one major concern: you don't have to post every day. Why would you post just for the sake of posting? I'm not saying that going silent for weeks is a good idea, but skipping a day (or a few) won't disrupt your algorithm. As long as your content is about creating value, it will generate much more engagement with your (ideal) customer. This leads to more likes and comments, which search engines and social media platforms find much more valuable.
The key to consistent and engaging content is to focus on what really matters to your audience. If your content is relevant and provides genuine value, your customers will engage, even if you're not posting daily. By focusing on quality over quantity, you'll find that your content generates more interest and drives meaningful interactions.
While it's crucial to be consistent, you also want to avoid burnout. Strike a balance between maintaining your online presence and ensuring that each post offers something valuable to your audience. This way, your content strategy will be sustainable and effective, giving you time to focus on other important aspects of your business.
Step 1: set out your goals
Mark the key dates and deadlines for your business on this calendar and create a retroactive plan for all the necessary communications around these dates.
Is there a new product release? You can start teasing it a few weeks in advance. Do you have an info session, workshop, or training scheduled? When do you need to know how many people are attending? Mark these dates in your calendar and align your communications accordingly.
Or perhaps you have planned promotional events and want to make sure your ideal customers show up and make a purchase? Be sure to communicate about those events in advance, not just on the day itself.
But what about the other empty days? It can't always be about your product or business, can it? Absolutely not. It's essential to focus on what is valuable to your (ideal) customer. This is where the concept of "content-tainment" comes in. It's the art of creating content that entertains while subtly conveying your message. It often involves a touch of humor.
That's where my content calendar comes in handy: it's filled with interesting national and international days that you can leverage for your marketing campaigns. Some of these days are a bit quirky, while others are more serious, giving you a variety of themes to work with. I believe this calendar will serve as a valuable framework for planning your entire marketing year.
Step 2: Integrate entertaining content
Identify which "content-tainment" days in this calendar can serve as a source of inspiration for your business. And create relevant communications around these days.
If you're hesitant about incorporating humor into your communication plan, consider this: 32% of Generation Z, Millennials, Generation X, and Baby Boomers say that "watching funny and entertaining content" is their primary reason for using social media. (Source: Hootsuite)
And once you entertain them, they start to like you. They might even trust you. Once you have their trust, the step toward a purchase is much shorter.
With this approach, you'll find it easier to craft content that captivates your audience's attention and keeps them coming back for more. This strategy will also give you insights into why content marketing is crucial in building brand loyalty and encouraging conversions. So don't shy away from humor; embrace it as a powerful tool in your content strategy.
Step 3: Relax and focus on your business
Relax! With this marketing content calendar, you already know what you can post for the coming year, making marketing a whole lot easier. You no longer have to ask yourself, "What do I have to post now?" Instead, it becomes, "What can I post now?" No more frustration!
So take a deep breath and enjoy the process. Say goodbye to content stress and hello to a smoother, more efficient marketing strategy. You might even find yourself having fun as you plan your posts, reinforcing the fact how content marketing can work when you have the right tools and approach.
Why do you post content?
Why is content marketing suddenly so relevant? Social media and the entire online ecosystem allow for a high degree of personalisation. You can specifically choose the platform that your (ideal) customer engages with and is active on. This is why it's crucial to take a moment and think: Who is my customer? And what is their behaviour? This is the only way to ensure that your content is relevant. Because who wants to waste time and money creating useless social media posts?
So, consider which social media channels your (ideal) customer is active on. Are you active there too? Maybe not yet. Or maybe you're currently investing energy into channels where your (ideal) customer isn't as active. Take a step back and re-evaluate your content strategy to ensure you're reaching the right audience.
Understanding how content marketing works is key to engaging your target customers effectively. When you choose the right platforms, you can maximise your impact and avoid spending resources on channels that don't contribute to your goals. By asking yourself why content marketing is important and focusing on your audience's behaviour, you'll create content that resonates and drives results.
Given it some thought?
Then let me leave you with one final tip for now: apply it...
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