Successful content marketing is communicating the right message at the right time to your customers. The strategy starts with defining buyer personas and identifying questions they ask during their buying process. Then marketers, creatives and business stakeholders can decide which content types – at what frequency – are best suited to answer these questions. Weekly blogs? A quarterly infographic? Maybe a monthly video tutorial.
Once these elements have been defined and documented, you have the foundation of your strategy. At Brafton, we call it a Creative Brief.
Whatever the content mix, whenever a buyer visits your site, he should find something fresh, relevant and timely to greet him. Brands that educate prospects – better than someone else – earn trust and credibility. An entertaining learning experience brings people back to your content and company, so when they’re ready to buy, it’s with you. That’s the ultimate goal of any successful content strategy.