Analyses to set up a successful content marketing campaign
If you really want to understand content marketing, you can think of the following: the ideal situation for a content marketer is the coming together of relevant content, which is offered to the right target group, at the right time, and on the right channel. This may seem a difficult, or even an impossible task. Proper research and analysis can help your company get a better idea of what the following four concepts mean.
Search Engine Optimisation (SEO)
SEO, or search engine optimization, is a method of improving the findability of your website. This means that the findability of your website will be improved. As the online findability improves, the number of visitors will also increase, which eventually leads to higher sales of your product or service. SEO, also known as search engine optimisation, is divided into three different types.
However, before you start any of them, you can prepare yourself by answering the following questions: What is the purpose of the content marketing campaign(s)? What USPs does this particular product or service have? What is the current status of the website and social media channels? If you know the answers to these questions, you already have a good idea of which points are already clear, and which points still need to be worked on during the following analyses.
Target group analysis
Creating good content is not self-evident. Mapping out the target group is done using a Customer Buyer Journey. During this research, it is important that you gain insight into, among other things, which content is most effective for your target group and when your target group is online. With this information, you will understand your customers better, which is an essential starting point of the target group analysis.
But how exactly do you get this information? Market research! This research can take two different forms. You can choose to do online research to find out what information can be found about which customer is most suitable for your industry. However, the ideal customer is different for each company. Therefore, it can also be a good idea to use other research methods, such as surveys and interviews. Of course, you can also combine these methods. For example, conduct interviews with existing customers and distribute online surveys via social media to reach potential customers. A combination of the two can provide valuable information.
After you have conducted the surveys, you will (hopefully) have a large data set. From this, you can then create buyer personas: this is a representation of the ideal customer, or customers, for your business. A buyer persona can consist of demographic information, online behaviour, and hobbies. Depending on the size of your company, you can create a few to twenty buyer personas. Besides potential customers, you can also create "negative" buyer personas. These are the customers that your company does not want to attract, for instance because they do not have the intention to buy your products or services on a regular basis.
Furthermore, you can create different types of content for different moments in the buyer's journey. This is about the path a potential customer takes to finally make a good choice.
- The first stage is called Awareness. In this stage, the customer becomes aware of a certain problem. You can capitalise on this by offering rich information in the form of blog posts or videos.
- The next stage is called Consideration. The customer is considering different options, for example with the help of a cost-benefit analysis. In this phase, offer textual content in the form of an e-book, or visual information during a webinar.
- The final stop is the Decision phase. The customer is ready to make a well-considered choice. Win over your potential customer with examples of successful case studies and possibly testimonials from other customers or influencers.