Unless you’ve discovered a gem with little or no competition, Content Marketing for your brands can be hard, purely because you’re competing with everyone. From the mommy bloggers to self styled fashion gurus to the Vogues of the world – in case you’re a fashion brand are all your competition. Does that mean you create unending amounts of content? How much content marketing does your brand need? How do you scale up quickly? These are some questions I’ll work through today.
How Much Content Marketing Does Your Brand Need?
If you’re a new reader, start here- why do you need content marketing?
Now, content marketing makes marketing to your consumer buyer-centric. At the heart of each piece of content you create, lies your customer’s interest. You answer customer questions, give them what they’re looking for and in the end, convince them to get converted to loyal followers and be ready to purchase. This may seem long winded, but it’s also sustainable when done right.
Before you get overwhelmed by how much content marketing your brand needs or how much you need to invest, here are a few questions to start with:
- Is your product easy to explain?
- Who is your buyer? Do you have well etched out buyer personas?
- Have you run a content audit? When did you add content to your site? Can you automate or add some efficiency?
- How do you define your market- highly niche or do you see massive competition?
- How much can you invest in content marketing?
Now these are a mix of consumer and product related questions that you need to mull through. It is important you do that because, they’ll come in handy when you’re actually making your content marketing strategy.
Step 1: So, the first step is always about the consumer. What are the different types of consumers you’re targeting? As an example, if you’re a fashion brand your audience based on your product may look like this:
- 34 year old woman in a great career looking at luxury work fashion
- 25 year old woman just old of college looking to invest in a few luxury fashion pieces
- 20 year old college student looking at getting fashion at a bargain price
These are just the basics, you will need to get more in depth to understand your consumer well. In the end come up with a simple number. How many buyer personas are you catering to as a brand? Remember each of these buyer personas will require different kinds of content too. That’s why it’s important to know who you’re creating content for.
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Step 2: Define your buyer stages. Typically, your consumer will go through a typical buying cycle. First, get aware about your brand, then consider it for buying, then compare other options available and eventually buy. If they’re happy they’ll recommend you further. Now the key stages you need to cater to are: awareness, consideration and comparisons and creating a good experience. Content marketing will benefit you for most of these stages and you will require quality content to delight your customer.
But depending on how your brand fares in the market, you may need focus on specific stages. For instance, if you’re a known brand, you may need to invest more in the consideration and selection phase. If you’re a totally new brand, awareness may be a bigger issue. Whatever the case be, you need to define and know what stages are you using content marketing for. Remember that the type of content you create for each stage will differ too.
Step 3: How many questions can you answer at each stage? Get a ballpark figure for this. It’s not hard if you put yourself in the shoes of your consumer and use tools to test how they’re accessing your content. So as an example, if you were buying a new dress off a luxury online fashion site, what would you need to know?
- Discovery: The look should you go for and what are the latest brand trends?
- Discovery: What works for this occasion/ your profession?
- Discovery: Will it look good on you- how are others like you adopting the trend?
- Consideration: How is this offer better than other brands?
- Consideration: What happens if you hate the end product after purchase? How simple or easy is the shipping/ returns process?
- Selection: What are others saying about the brand? How do the reviews look?
Ever so often, we leave a portal with – ‘I’m not convinced yet. Maybe later’- what can you do in case a customer leave with that mindset? How can you still convince them to consider and buy? What sort of content and tools do you need at that time?
And now here’s a Jay Baer formula for you:
Buyer personas X Buyer stage X Questions you need for each stage = All the content you definitely need
Don’t be overwhelmed! Here are some benchmarks when you’re thinking about where all this content will be shared and how you’ll use it!
Content marketing benchmarks for your brands
- Hubspot’s research shows that small businesses need to blog 3 times a week at least to be able to get substantial leads for their business through the content
- Buffer’s research shows results for social media content and here’s what the numbers are:
- 5 posts per day on Pinterest
- 3 posts per day on Twitter
- 2 posts per day on Facebook
- 3 posts per day on Google+
- 1.5 posts per day on Instagram on average
- Specifically on social also optimize on timings and days that work for you because that really makes a big difference.
- Email newsletters once a week really work well with audiences. Too many emails each day feel like spam. The only exception is auto generated emails like service emails that usually are based on the action of the consumer on the site, and also have very high open rates.
Bonus: How can you generate so much content?
Here are a few tips that will come in handy.
- Get your strategy in place and have a clear idea of your buyers, stages and questions you need. This is critical before you start generating content in all directions
- Hire external resources- writers with a sound knowledge of content marketing for creating content so that your focus can remain on the product and improving user experiences
- Automate using tools to curate content and repurposing it across channels
How are you dealing with content marketing for your brands?
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