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  • How to Build a Successful Content Marketing Campaign

    Creating great content starts with interesting your audience. Building great content marketing campaigns takes it a step further. Not only are you getting folks interested in your product/service offerings, but you’re also building relationships. Let’s examine how to build a successful content marketing campaign from the ground up! 

    Strategy

    a cartoon rendering of a woman sitting on a stack of papers next to a computer showing social media SEO.

    The first part of developing a successful content marketing campaign is figuring out who the content is for. Define your audience and their needs. What are they looking for? Once you know who you’re trying to reach, it’s time to figure out how to reach them. That means selecting a format or medium for your main lead magnet. What’s going to attract people and make them want to be a part of your brand?

    Another way of looking at your content marketing strategy is through three rings inside one another. The outside ring refers to what your brand does. Inside that ring is a smaller ring; that refers to how your brand does what it does differently than everyone else. At the center is the most important ring–the ring that defines why you do what you do differently than everyone else. That’s where the heart of your content marketing campaign strategy comes from. 

    With your lead magnet and audience needs in mind, come up with a strategic and useful content plan to get people interested. Once you’ve got your content marketing campaign all planned out, it’s time to execute. 

    Execution

    Planning and mapping out content is one thing–executing it is another. The best way to execute a successful content marketing campaign is through devoted landing pages. Think of your content as a magnet that attracts people to that landing page. If additional content can inspire them to want/need your product or service, that’s as good as a cross-sell/upsell! 

    a robot and a human, symbolizing automated marketing

    Great execution starts with great research, organization, and copywriting. You have to really know what your audience is looking for. If you want to move folks through the funnel, your content has to be organized properly. In other words, each piece of content should have a specific function, whether it’s to raise awareness, drive interest, convert, solicit feedback, or something else. Finally, your copywriting needs to be on-point. Keep things direct, personal, and interesting!

    Each piece of your digital presence plays an important function in any successful content marketing campaign. For instance, your social media–a preferred channel for content–complements your website, which is subsequently complemented by email marketing, and so on and so forth. The more you take advantage of each channel, the more likely you’ll be to inspire customers to jump on the funnel! 

    Follow Up

    a customer giving digital feedback as part of online reputation management

    Content marketing is essentially a way to put your content to work as a salesperson. Since the customer isn’t being overtly sold to, he or she is more likely to pay attention to the content, and in turn, go through the sales funnel. Like a sales pitch, content marketing needs to follow up with the prospect. 

    However, unlike a sales pitch, your content marketing followup doesn’t involve knocking on the prospect’s door, calling them, or asking for the sale. Instead, the content itself moves them through the funnel. In other words, your follow up typically consists of more content–albeit with a sense of urgency. Let your content tell customers they need to act now. Keep the salespeople at home!

    Content Marketing is an Ongoing Process

    Though a content marketing campaign might be finite, content marketing is an ongoing process. That means one campaign should follow another. To that end, part of what makes content marketing successful is data and analytics. At the conclusion of a campaign, review all available data. What worked? Were you able to get enough leads? How many of those leads were you able to convert?

    As with any successful part of marketing, the more honest feedback you get from your audience, the better. While you can’t directly ask a customer what pieces of content were the most useful in helping them make a purchase, you can review engagement and interaction metrics. Which pieces of content drove the most traffic to your website? Was there a particular medium (text/audio/video/infographic, etc) that got more engagement?

    The most successful content marketing campaigns are data-driven. They take the data from past campaigns and then leverage it to create more effective content in subsequent campaigns. Whether you’re promoting a new product or building brand awareness, the principle is the same: content marketing works!

  • How to Create More Effective Social Media Campaigns

    Building up a social media following and getting more engagement is one thing, but what about your campaigns? There’s no doubt your campaigns will differ in size, scope, and purpose. However, more effective social media campaigns have a few things in common. Let’s examine how to set up, refine, and manage a social media campaign to accomplish your goals. 

    Target A Specific Audience

    Who benefits from your campaign? Your brand or your customers? 

    Illustration showing a target on a computer screen, depicting retargeting

    You want your customers to benefit from engaging and interacting with your brand–so they should be the focus. To that end, before you launch your campaign, you should have identified and fine-tuned your audience. Remember, you can’t reach everyone. Even if you could, it wouldn’t be effective. 

    Instead, focus on the customer persona(s) you want to reach. That could be a geographic area or a demographic swath. It could also be new/existing customers or any variation of folks you’ve reached or want to reach. 

    Most social media platforms make it easy to hone in on a select audience, which makes it even easier to target your campaign. Just make sure you set your parameters before you launch the campaign and watch as it reaches exactly who you want to reach. 

    Involve The Audience

    It’s not enough to know your audience or to gear your campaign exclusively towards them. You have to get them inspired, engaged, and involved. So how do you do that? You have to get them to care. 

    a robot and a human, symbolizing automated marketing

    Hashtags are a great way to involve your audience in raising awareness. Unfortunately, you need more than a few clever hashtags to get folks inspired to support your brand. Things like quizzes, games, and other interactive content are a great way to not only get people involved but to generate valuable feedback. 

    For instance, ask customers to weigh in on their favorite product, show off testimonials, and be transparent with your company culture. Instead of showing off your product or service, show off the people who make your brand what it is. 

    Long story short, more effective social media campaigns make the audience a part of the action rather than a passive onlooker. 

    Look At Your Competitors

    One of the best ways to create a more effective social media campaign is to look at how your competitors have run their own campaigns. While you’re not going to steal their content or ideas, it can help to look at what’s worked–and what hasn’t. 

    With those insights, you can craft your own content series down to the finite details, orchestrating more engagement, interaction, and interest. 

    You may not be able to see how your competitors fared from their campaigns (in terms of sales data, etc.), but you can likely see interaction and engagement numbers. Use past data–both your own and your competitors–to fine-tune your approach and create more effective social media campaigns. 

    Take Advantage of New & Popular Technology

    a magnet attracting customers

    Part of separating yourself from the competition is differentiating your brand. In other words, why should people do business with you–especially if the difference between service or product offerings is negligible? 

    What better way to separate yourself from your competitors than by utilizing new, burgeoning technology? From live-streaming to TikTok and more, don’t be afraid to go where your customers are. The more spaces in which you advertise, the more opportunities you have to get eyes on that content. 

    Want to Create More Effective Social Media Campaigns?

    Creating more effective social media campaigns comes down to doing the work. From researching your audience’s needs, wants, and interests to A/B testing copy, graphics, and delivery methods, there’s a lot that goes into it. 

    At J&E Media Corp, our battle-tested digital marketing experts can leverage our experience to craft more effective social media campaigns for your brand. Whether you’re looking to increase your brand awareness, get more folks interested, or convert more customers, we can tailor a campaign for you! Get in touch with us today to learn more!