In a Content Marketing campaign, there are five basic principles. On these all of the other components are added. Get each of these right and you are on your way to having a successful campaign producing the results you desire. Miss any of these and there is no way your campaign will be as successful as you desire.
Principle 1 – Make sure to know the exact problem or problems your prospects are having.
This is most critical. That’s why it’s number one.
You can’t think you know what their problem or problems are. Nor can you just have a general idea of them. You need to know exactly. You also have to know how much this problem or these problems are costing their company.
- Is it lost sales?
- Is it reduced profits?
- Is it more expensive production?
- Do they increase the labor costs?
As mentioned in prior posts, there are only 2 places where you can get this information. The first is from the ideal prospects who need what you offer. The second is from your customers most like your prospects who have purchased from you in the past and afterwards who saw their problems eliminated.
Principle 2 – Make your prospects aware your company has the product or service that will wipe out these problems for them.
This means you have to get the word about your company out through your Content Marketing campaigns.
Your company can have the best product or service. However, if no one knows about it, you’re not going to make any sales.
So, you have to let your prospects know you have what they need. You also have to let them know why your company is the best one to provide it to them.
The best way to do this is through different marketing pieces in your Content Marketing campaigns.
In those marketing pieces, tell them about your company and what you offer. Make them aware of your product or service. Explain why they need to purchase the product or service from you rather than one of your competitors. If they don’t, it will be disastrous.
Principle 3 – Let them know how the product or service you offer is the best one to take care of each one of their problems or concerns.
You can’t merely state the features of your product or service. That will bore your prospects. You have to show them what it will do for them.
Help them see your product or service will take care of each problem they have. Guide them in understanding why they need to purchase it from your company.
Principal 4 – Explain this in simple, everyday language.
Each of your blog posts, articles, white papers and case studies has to:
- be easy for your prospects to read, and
- keep their attention.
To accomplish this, make sure not to use words which they don’t know. Use short, easy to follow sentences. Use language that keeps their attention and gets them to read every word, sentence and paragraph.
Any marketing piece that is not easy to read and entertaining will not accomplish what you desire. Have too many of them and you will lose your prospects.
Principle 5 – Every marketing piece has to be unique to your company.
It must be totally different from that of your competitors. When you do that, your prospects will take notice. They’ll see you’re different.
If your marketing pieces are just like your competitors, your prospects will bore easily. They may stop reading yours. They may never get to know what you offer. They may never see how your product or service is different and the right one for them
You want every piece in your Content Marketing campaign to stand out from the marketing pieces of your competitor. Do that and you will catch the attention of the prospects you’re pursuing.
In Summary . . .
. . . follow these five basic principles in every Content Marketing campaign. Build from there.
You will find your prospects will take notice. They will want to learn more They will see your product or service is the best for them. They will want to buy and become customers. You will guarantee you get the results you desired from your Content Marketing campaign.
