“Content is king” – this slogan has been heard by online marketing experts for years. Many consultants therefore produce content in a complex manner. You should have a good strategy for this.
When do they go about their actual work? Some consultants produce blogs and social media content, and there are always hopes associated with the production of new content, such as:
- More potential customers will notice me.
- My name is anchored as a brand in the head of the target customer.
- I get more inquiries from potential customers.
- I pull more orders ashore.
Content Marketing Needs a Strategy
That may be the case if content marketing is based on a sophisticated market development strategy and content production does not become an end in itself. Or when it becomes an employment program for job-seeking PR agencies disguised as content marketing agencies.
Unfortunately, this is often the case. So here are some tips that you, as a consultant, trainer or coach, should consider before deciding on content marketing.
Never act without a long-term strategy
The regular production of content – for example for your blog or in the form of white papers for your website – either costs a lot of time or a lot of money (for external service providers). Therefore, the decision on your part for content marketing should always be embedded in a cross-media as well as strict marketing and market development strategy. Otherwise, the investments are quickly nothing other than waste.
Define the goals of content marketing
Before you decide on content marketing, define exactly which goals you want to achieve with it. For example: I want:
- More potential customers to notice me
- My name as a brand is anchored in the head of the target customers
- To get more inquiries from potential customers
- To land more orders
If you can relate to any of the above, think about the extent to which you can actually achieve these goals, for example by regularly publishing new blog posts, videos, white papers or podcasts on your website.
Is more content really needed?
Before you finally decide on one or the other of the measures mentioned, check whether more content is necessary to achieve your goals. This is often not the case. Perhaps you can also achieve your goal by optimizing the existing content on your website, i.e. the already existing pages for the web search, or by regularly sending a mailing to your target customers.
Audience must find your Content
Never have the illusion that just because there is more text on your website or more videos of you have been uploaded to YouTube, your target customers will perceive you more intensely or your services will be asked for more frequently. The basic prerequisite for this is: Your target customers must find the content you produce on the Internet, on YouTube and Co. Make sure all content marketing activities are assigned by you.
Produce the content with Measures and Goal
Before you produce content, think carefully about which sub-goal you want to achieve with it – for example, go to the top 5 videos on the topic of “career coaching” on YouTube. Or: Google search queries for the term “sales management advice” are on page one of the hit list. Or: gain a hanger for your social media activities. Because only then can you design and create the content so that you achieve this goal – if it is realistic.
Use the content cross-media
Since content production is very time-consuming and cost-intensive, you should make sure that the content produced can be used cross-medially with little additional effort. For example, by first offering them to the print and online media as specialist articles, then publishing them in a slightly modified form on your blog and referring to the blog posts, for example in Facebook.
Avoid content marketing on Same Platform
Only with such a networked approach is content marketing generally effective – regardless of whether you ultimately choose it, white papers or podcasts for your website, blog articles for your blog, video articles for your YouTube channel or short articles for your Facebook Account to create. Otherwise, you only attach yourself to a permanent construction site or only create a permanently bad conscience – for example, because you would finally have to write a blog post again, but unfortunately you do not have time for this.