There is a ‘strategy’ to every marketing effort, including publishing content, whether via blog posts, social media platforms, or emails.
Therefore, merely releasing blog posts or sending weekly emails will likely not yield fruits unless you are deliberate about attracting traffic/followership and converting leads.
In this article, we explore three predominant forms of marketing strategy: content marketing, social media marketing, and email marketing.
The aim is to establish the ways in which each of these aspects is useful and what specific goals they can help your business to achieve.
Finally, you’ll understand why mastering content is key to unlocking present and future success in marketing.
Social Media Marketing Strategy
Because, no matter how much effort you dedicate to content strategy, it is still mostly one-way, you need the interactivity of social media platforms.
And no, accepting comments on your blog site does not fully make up for this.
That is where social media comes in because the very foundation of social networks is interaction. And interaction is never one-way.
Therefore, the aim of social media marketing is to build a community of loyal fans out of your following.
The value of creating such a community is that brand interactions with the audience would feel more authentic. Other ways that a social media strategy is useful are:
- Augment your larger content marketing efforts through content promotion and social media ads. This increases traffic and generally enhances your SEO rankings.
- Monitor brand mentions and conversations, thereby freely accessing your audience’ thoughts directly. This is unlike blog SEO, where you have to rely upon hugely consolidated metrics in order to understand the trends, but never the direct thoughts of your audience.
- Customer satisfaction: like it or not, customers would view your social media accounts as de facto service channels. Communicate with customers in a way that projects a healthy brand image.
Email Marketing Strategy
Email marketing is among the easiest ways to generate leads.
When it comes to customer acquisition, email is 40 times more effective than the most popular social media channels, including Facebook and Twitter.
Research shows that on average, every dollar spent on email marketing yields a $42 return.
Email marketing is a more personal means of engagement than content marketing and social media. Giving out one’s email address to a brand is already a sign of trust.
As such, the best way to nurture email leads is to employ personalisation.
Email personalisation is as simple as writing copies with a friendly tone by leveraging customer data. Personalised offers such as location-specific emails or cart abandonment reminders also do very well.
No channel allows you to communicate with each individual in your audience uniquely, the way email does; you should take full advantage of this privilege.
Content Marketing Strategy
Content marketing is best for telling your company’s stories and positioning your business as an authority in the industry.
It must be primary in every company’s efforts because it is what makes people understand your product, business, and structure fully.
A blog or a vlog post does a better job at explaining what your business/product is all about than some IG graphic.
For example, a company that is launching a new, unfamiliar product (that can be described as disruptive) would benefit from using content writing to convince its audience and encourage adoption.
Such a product is Notion.
The Notion team maintains a blog that’s dedicated to ‘Thoughts on the future of work, from the people and teams creating it’, which is basically shorthand for all the ways that the tool is transforming work management.
But even if a company is not disruptive, it still needs content marketing to explain and ‘justify’ its existence as it tries to win users over from competitors.
It helps people to learn what your business/product does and how it is relevant to the industry, and the audience themselves through keyword research and the likes.
This does not, however, mean that every blog post must be some lite PR campaign. People don’t want to read your posts unless you can explain why it is relevant to their own lives and the problems they are trying to solve.
Putting consistent effort into this positions your business as an authority in the field because more and more people find your posts reliable and helpful. These three points actually make up the three so-called pillars of SEO: authority, relevance, and trust.
When you think about it, in a way, even social media and emails fall under content marketing strategy. You are basically marketing content, only by different channels.
Content marketing is highly flexible and can be applied to various contexts according to business trends. Yet, social media and emails are still different from conventional content marketing (via blog posts),
However, this shows that the ultimate secret to mastering marketing is to master content. Of course, this is acknowledging that content can be in various forms, text or visual media.
By mastering the art of crafting elegant content, you can convince faster and sell better.