How To Create Your Brand’s Content Marketing Strategy

content mkt2Written by Chipo Mapungwana

What is content marketing ?

According to Joe Pulizzi content marketing is “ owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behaviour.” ref

Instead of constantly promoting your products or services, you are adding value by delivering information that makes your customers more knowledgeable about your products and services and how to use them. Companies need to create customer content strategies so as to provide useful, valuable and engaging information that customers can use to better their lives.

Simply put, creating useful, funny, educational and engaging content makes your customers remember your company , brand and products better that consistently bombarding them with adverting.

Why is Content marketing so necessary?

As the world of marketing evolves, customers are increasingly determining what they see and hear and what brands they follow. Print adverts are no longer drawing as much attention, radio adverts are not being listened to and customers now have a choice amongst many channels, some of them which have very little or no advertising. Customers have learnt to shut out advertisements.  Even the internet does not offer any respite for advertising companies since customers determine what they want to see and read. Anyone with a laptop, computer or mobile and internet connectivity can create content and they are having more fun with what they are creating than with what many  organisations are publishing in newspapers, Tv ads and on the internet. It is becoming more difficult for companies to capture the attention of prospects and keep existing customers. Brands have no option but to find new and alternative ways to engage.

Do organisations need to learn about content marketing?

Yes! Consumers have simply shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have become so adept at online “surfing” that they can take in online information without a care for banners or buttons (making them irrelevant). Smart marketers understand that traditional marketing is becoming less and less effective by the minute, and that there has to be a better way. Thought leaders and marketing experts from around the world, have concluded that content marketing isn’t just the future, it’s the present.

What is the difference between Content marketing and Social Media marketing?

In social media marketing you as the marketer focuses  attention on social networks such as Facebook, Twitter and LinkedIn and you create content that fits in with the audiences and the formats of these networks such as 140 characters on Twitter, contests and pictures for Facebook and Pinterest etc.
In contrast, content marketing focuses attention on the brand’s websites, blogs, e-magazines, e-books, inforgraphs and URLs where content is build and in formats that are usually longer and suit the company and what it is trying to communicate. Social media networks are used as distributers of links to this content.

 Ten Ideas to improve your content marketing

1. Follow industry news to find out what your customers are reading and what is interesting to them.
2. Subscribe to industry magazines, websites , Google alerts and non- branded key words.
3. Monitor social conversations to get ideas about what is interesting your prospects, what services or products people are talking about.
4. Use people in your company to create content that will interest your customers.
5. Modify existing content by adapting and republishing it in other formats.
6. Take your video camera everywhere.
7. Write blogs and ebooks about “how to” and lifestyle issues for your customers.
8. Conduct original research , surveys, focus groups ,polls and publish it in interesting formats.
9. Keep a list of evergreen topics that your customers want to know about and regularly refresh your site.
10. See how other companies are using content and follow best practice.


About chipomaps

A brand reputation, marketing and new media trainer and consultant. Constantly curious, constantly learning.
This entry was posted in Branding, Social media and tagged , , , . Bookmark the permalink.

4 Responses to How To Create Your Brand’s Content Marketing Strategy

  1. Good content! Thank you so much for putting this together.

  2. Thanks for doing what I call the breakdown “Simply put, creating useful, funny, educational and engaging content makes your customers remember your company , brand and products better that consistently bombarding them with adverting.”

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