Content Marketing Master Class - Blog 1 of 5 – Who do you think you are?
Selling yourself and your company is the single most important thing you can do, however the majority of businesses find this tough. You can have the most perfect product or service in the world but if people – potential customers – don't know about it then you can easily lose out on sales which another business will benefit from. With the world of marketing changing at an ever-increasing rate thanks to the internet and social media it can feel hard, if not impossible to keep up.
However you already have the essential knowledge at your disposal to do just that; you know your company better than anyone else. The rest you can learn, and we believe ensuring that business owners are aware of how to create a content marketing strategy and providing them with the tools and information needed to do so is part of our responsibility as those in the know. So make sure you have a cup of tea handy while you read through our guide to coming up with yours...
Find your voice
The first part we have already mentioned – knowing yourself. This means being sure of, and clear about:
- What you do
- Why you do it
- What sets you apart from the rest
Others may do a similar thing but what is it about you as a company or brand that makes you special? Taking time to really drill down into what you are all about, and ensuring this is communicated in a simple and comprehensible way, will enable you to find your 'voice'. This is about telling a story and is vital to creating your strategy as it will ensure consistency and authenticity throughout your content, meaning what you say will make sense to your customer. Think about your company goals and values; what is your vision, now and in the future, and what helps you to achieve this? It is important to get this right and it may be helpful to come up with a few key words or phrases that you feel sums you up.
Know your audience
The next equally important step is to know your audience; that is...
- Who is your customer?
- What do they like?
- What do they aspire to?
- What do they need?
- What challenges do they face?
Perhaps you have a strong idea of your typical customer(s) or you are aware that your client base is varied. You may have statistics to back this up, you may have carried out polls or be very engaged with the people that you do business with. If so don't let this go to waste, if you have no idea - make it your mission to find out! Again taking time to come up with the particular characteristics of your customers – or creating a 'persona' as it is known – will pay dividends in terms of being able to provide content that has a reach.
Some of things you may want to cover are:
- Average age
- What is their gender identity?
- How they spend their time and where
- What sector do they work in and what is their role?
- How do they prefer to communicate?
When you understand your target market you are better able to focus on how to connect with them. This also enables you to ensure your content is useful, interesting and what your audience wants to know; content which is relevant is priceless in terms of marketing.
So you know who you are, and who your audience is – what do you do with this information to translate it into success for your business? In the next blog of the series we will take your through why your online presence is crucially important and how to make sure you are using it right.