Tactical Marketing - Strategy to Action: Making every marketing dollar count (Tactical Marketing for your Business Book 1) by Ievers Deborah

Author:Ievers, Deborah [Ievers, Deborah]
Language: eng
Format: epub
Published: 2020-04-04T16:00:00+00:00

Content is King

Choose your marketing channel

Identifying your buyer personas will help you determine which marketing channels and social media platforms you should be focusing on. For example, if your buyer persona is a 25-year-old hair-dresser who uses Facebook or another social media platform to stay up-to-date with trends and colleagues, you should ensure that your business is on Facebook or that specific platform as well.

Creating content

Content marketing is a tactical marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. The path for content marketers is clear. In order to boost search engine rankings through Search Engine Optimisation (SEO) and Search Engine Marketing (SEM) to increase traffic, you need to have great content on your blog, website, and Social Media pages.

If you write original content, search engines will help your site get increased exposure. For instance, Google has made it plain that they do not like and will penalise sites with duplicate content. Put another way; Google wants to reward high-quality sites that contain original material. So not only does great content make a better website, but it also improves your site’s rankings, which can have a very positive impact on your business.

Not all the content you create needs to be brand new. Depending on your staff resources, you may not have a plethora of content writers and designers at your disposal. So when you’re not feeling heavily resourced, or want to be smart about using what you do have, there’s value in getting creative.

Think about ways to slice and dice an asset to introduce a concept to your audience in different ways across different channels. Keep in mind that irrelevant content keeps people from engaging with brands—an ebook on Instagram likely won’t interest your audience, but an infographic created from the ebook’s key themes and facts might.

Another great way to get more out of what you make, is to create evergreen content that stands the test of time. Assets take time and effort to produce, so you don’t want to waste resources on content that expires quickly. To maximise longevity, avoid using dated terms, or statistics that won’t age well. Make sure what you write about is applicable beyond a specific point in time. In other words, focus your content on topics your audience will continue to care about in the future.

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