Samany Vignan Materials Download By - Angel Academy

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Samany Vignan Materials Download By - Angel Academy

“Every content marketer should get six months to make something happen before their work is questioned,” says Coleman. “A three month trial doesn’t work. You have to remember you’re dependent on other people, experiment constantly, pull a lot of levers, and wait for momentum to build on itself. After six months of this, you should have something to show for it.”
Identifying your audience is not as simple as looking at the demographics of your customer base and saying: “These people.” There’s all the people who aren’t yet buying your product, who have never heard of you, who may encounter a piece of content way before they ever discover your company. Your audience has to be inherently aspirational, and you have to quantitatively define these aspirations to get to them.
“You need to have clearly defined metrics around the type of people you’re wanting to get in front of and draw in,” says Coleman. “How old are they? Where do they live? What kind of sites do they frequent? What kind of content do they even want to engage with? How often do they see something like an ad or a tweet, or whatever, before making a purchasing decision?” You want to know these people by the numbers — as intimately as you possibly can.
Good content marketing requires finding product-market fit all over again.
Talk to existing customers. What issues are top of mind for them all day? What are the main challenges or problems they face on a regular basis? While building Contently, Coleman and his team would field questions about publishing cadence, social sharing tools and SEO all day long. So that’s what they ended up writing about on their content property: The Content Strategist — now one of the most-read marketing blogs on the internet.
“Write down any question you hear from customers more than twice. That’s ripe for content,” he says. “Get your sales team involved. Have them constantly share the questions they get, or the challenges they people have, and build a heatmap. Really mine that data to figure out what you should be writing about.”
Part of this process might be figuring out you don’t need content at all, or that it’s not the right time. So audience analysis should probably precede bringing on someone to run it full time. If you don’t value digital marketing that much — or most of your customers aren’t coming through that channel — then save your money. If you’re pre-product-market fit as a company, don’t invest in content. That deserves all your focus, and if you pivot, you’ll waste a ton of work. Even the best content won’t help you.
“You have to be really honest with yourself at this stage,” Coleman says. “It’s not just whether you should and can produce content. It’s
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