How do you plan the best content marketing strategy for your business? -[ My experience]

A Perfect Website Needs A Perfect Content Marketing plan.

Content Marketing is all about letting your customer know about you and your business, Making him understand that you are available just for him to help.

Content Marketing can help you in four major aspects of marketing

You do content marketing by publishing on one or two social media platforms. You do it regularly. But, you will not find any leads out of it. You find zero engagement. 

This is because you need to understand the road map of content marketing. The content marketing should actually be laid parallel to the buyer's journey.

How do you plan content marketing for your Business?

Allow me to explain through an example.

I have worked previously with a CME Event promotions & online marketing company called eMedEents. This is a company which specifically provides information about medical conference, Continuous media education events to Healthcare professionals happening worldwide.

They are good at their doctor's database. As it the clinician focused website searched by doctors across the globe covering 147+ countries.

It provides medical conferences conducting on around 207+ medical specialties. They have direct connections with medical bodies who conduct CME events, so the information is shared with the company as the first preference for online promotions. They are most trusted partners for medical bodies for their event marketing & promotions

Now, they have a website which is SEO focused. They have huge traffic flowing on daily basis. The social media followers are good in number.  So, they give digital marketing services like Banner Ads, Email Campaigns, Social Media Campaigns to the CME event organizers.

Okay! You got the first step: Understanding the Business. 

Now, let's do the Content Marketing plan for them.

#Step-1:  Buyer Persona Definition:

A buyer persona is a script written by the content marketers thinking that the business end user/ target customers would be. Their education to the buying process a frictional screenplay is written thinking that the customer would likely to act.

Let me give you the characteristics of a Buyer persona:

1. Industry: To which industry he may belong to?
2. Company: What type of companies/ organizations he would be from?
3. Designation: What is his most likely designation in that organization?
4. Department: To which department does he belong to?
5. Income: What would be his salary to be?  
6. Education: What is his educational background? This is important to decide on the content marketing pitch we can generate on him. Can he understand the digital marketing platform or do you need to educate him on the basis? 
7. Age: What would be his age?
8. Needs and Goals: What exactly the output he is expecting from digital marketing? What are his goals for marketing? Was that to get reach the CME event to many people? Was that to get registrations?  etc.,

# Step-2: Outline The Basic Objectives and Obstacles of The Ideal Customer.

This analysis gives you an idea of your customer's trigger points which attracts them to buy yours or become your customer.

#Step-3: What Are The Most Common Buying Habits Of The ideal customer?

This gives you an idea where your ideal customer is available online. Where you can find him?. 

#Step-4: Most Common Questions He Would Raise For Himself About Buying A Service?

#Step-5: Max No.Of Days Taken By Ideal Customer To Decide To Move Further

#Step-6: The Content Generation Framework

#Step-5: Content Mapping the Strategy By Defining The Working Titles To The Topics

#Step-7: Social Media Marketing Content Generation Mapping The Title.

#Step-8: Content Distribution Strategy

You need a content distribution plan to distribute your content on your own blog and also on the different social media platforms available.

• Blogging Strategy for your blog:

You need to post the blogs as per your buyer's buying journey.  Remember, there should be a connection from one post to another so as to interlink with each other. 

• Social Media Marketing on Social Platforms in-general:

The most general social media platforms we all follow in general would be LinkedIn, Facebook, Twitter and Google+. These 4 major platforms follow different style guides for posting the content. Their platform viewers follow different timings to view the content published on them. Keeping on this in mind and analyzing your industry, you need to prepare a plan of action for social media marketing.

• Image Marketing

I call it as image marketing separately because of the platforms evolved these years for sharing images.  The most image sharing platforms we have today are Instagram, Snap chat, Pinterest, and WhatsApp. Again, each of them is known with different styles to publish content. 

• Video Marketing

Video Marketing is the hot trend. Now and before, a video attracts the view more than any other format of content.

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The doctor's behavior on the usage of online networking platforms has carved them out to get into the path of Digital & Multichannel marketing basis their customer behavior. 

The communication customized as per doctor-patient preference and doctor-medical societies. They are walking through a strategical therapy pathway in virtual communication channels. It's no more a world of standardization but now a world of virtual customization. We are in a need to set up such a framework to get into digital channels can be a great start for your business promotions. I hope, this information is useful to prepare your content marketing strategy for your website. And I am helping to the same. 

Next Article: Guest Posting Strategy.