Smart building product marketers understand that rather than using outdated methods of outbound marketing, content marketing builds trust with and attracts buyers.
Buyers have virtually shut off the traditional world of marketing and chosen messaging that makes them stop, think and behave differently. And with content marketing now a cornerstone of inbound marketing efforts in building product marketing, what do you need to get started? A carefully planned strategy and well-coordinated implementation.
In content efforts we manage for clients, we’ve discovered six steps that will kick your content plan into high gear.
Define your audience. If your plan is to talk to everyone, think again. That net is much too wide. Who is your target audience? Defining it is a key first step to take before one piece of content is created.
Build personas. This task is fairly simple. Identify the attributes needed for someone to be your buyer. The goal is to describe who you will attempt to write for or who might already be reading your content. This exercise will help personalize your writing, identify ways to connect with your buyer and create more practical content with their needs in mind.
Determine digital footprint. How will you distribute your building product content? Even before you create it, decide where it will be hosted and published. A website or microsite is one of the more common platforms because your content can be disseminated through a blog, webinars, photo gallery, videos, podcasts, Tweet Chats, etc. Let social media play the role of distributor, as it can extend the reach of your content and foster authentic conversations with your buyers.
Do your homework on keywords. Knowing what words users type when they are searching for building product information is of the utmost importance. Do the research and choose words with the highest number of monthly searches and the lowest competition.
Think like a building product publisher. Publishers use editorial calendars to monitor dates, track specifics of content ideas and keep content consistent and relevant. These tools also allow you to see connections within your content and identify ways to repurpose it.
Report, analyze and adjust. One of inbound marketing’s biggest benefits is the ability to track and measure the progress you are making to see what is and isn’t working. Then you can adapt to optimize results.
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