Content Marketing is one of the top ways for a startup to grow its user base. It is a strategic marketing approach focused on creating and distributing valuable, relevant, and high quality content consistently to build up an audience of potential customers, and effectively channel them into signups or sales.
A good example of this is the Buffer blog. Buffer is a simpler and easier way to schedule your social media posts and track their performance. Naturally, one of their biggest customer base is digital marketers who are looking for a tool exactly like that. They regularly write interesting content targeted to marketers — posts like "7 Tips To Get Started In Marketing" or "10 Free Tools To Help You Understand Your Social Media Audience" etc.
Another good example is OKCupid — a dating app. Every once in a while, they publish various interesting, counter-intuitive and sometimes controversial observations from their user data — which further drives traffic and sign-ups.
In this tutorial, we will explore how to get Content Marketing right.
Before you start, thinking about Content Marketing, remember that this is a long-term play. You would have to consistently write for at least 6 months to give it a fair shot since this is a hits-based channel — some of your posts will see a lot of traffic, and most won't be nearly as successful as you would want. Having gotten that out of the way, let's look at the process:
The objective of this step is to do some sanity checks to make sure you are writing about things that your ideal users are actually looking for. After all, there's no point in writing about topics no one cares about. Looking for something to write about: start writing about problems your target users face. Or start teaching them something. There are a bunch of quick ways to make sure there's enough demand for what you're planning to write about
Let's discuss the writing process itself. First comes the title — it's up to you to write the article first, and title later or vice versa. But remember, in today's world of short attention spans, the title is almost as, if not more, important than the actual body. Here are a few tips:
At the end of the day, you're going to have your own style. But here are some tips to do a better job than most people:
Content Marketing is one of the most powerful channels you will use since it helps with all of the following:
This makes it one of the highest ROI channels for your time. Do it well!