Category Archives: Content Marketing

Content Flow Model

Content Marketing Strategy

By | Content Marketing, Digital Marketing, Marketing Strategy | No Comments

Content Flow Model

Building a successful marketing campaign is great fun and it can take your customers through a structured journey that ultimately leads to a sale of some kind. The flip side is that creating your content calendar takes a lot more than merely deciding what you’d like to talk about each month and putting pen to paper (or rather fingers to keyboard).

A successful marketing campaign needs to specifically target multiple audiences in order to broaden your customer base and ultimately build your profile. Creating a comprehensive Content Flow Model will enable you to tap into different audiences and markets by creating relatable content that they’ll find interesting.

You have multiple audiences

A great way to think of this is similar to how you would go about marketing a pair of headphones; runners will be interested to know how well they stay on your head whilst moving about, musicians will be interested to find out how well the speaker performs, and teenagers will be interested to find out if they’re waterproof, easy to pack into a backpack or if they’re endorsed by a celebrity. This is obviously highly stereotypical and a runner may also be interested in the performance of the speaker (for instance), but for the most part, each specific audience group will have certain criteria they are interested in.

Now, you could attempt to create each piece of marketing content into a ‘one size fits all’ where you endeavour to cram in as much information as possible in order to reach out to each audience group, but you’ll likely find that this will end up alienating your target market and very few people will actually relate to your content. Instead, the key is to segregate your audiences and target them individually. 

Effectively target each audience

This is where the Content Flow Model comes into play. Once you’ve narrowed down your key target audiences and researched what they’re interested in, how they prefer to digest marketing content and their typical online habits, you’ll be able to map out how to effectively target each audience. From here, you can follow where each audience is within the ‘customer lifecycle’ in order to provide them with the next step in their journey to bring them one step closer to a sale.

Utilising a Content Flow Model also allows you to monitor the use of different media (blogs, articles, newsletters, infographics, etc.) at a glance so that you’re not relying heavily on one type of media, but instead making the most of each media’s individual merits and strengths.

Keep connected

A further (and very important) benefit of creating a Content Flow Model is keeping existing customers up-to-date and interested in your latest innovations. Whilst gaining new customers is imperative for growing your business, creating a loyal following and enjoying repeat custom can go a long way to boosting public perception of your business and growing its standing within your chosen market.

For more information on how a Content Flow Model could help your business thrive and break into new markets or attract new key demographics, click here to enquire how we can help or give us a call on 01480 459087 and talk to a member of our friendly team.

Recycling-your-content marketing

Maximising your content marketing

By | Content Marketing | No Comments

How To Recycle Your Content For Maximum Effect

Content makes the world go around. Okay, so maybe we exaggerated a little there, but content is certainly a huge part of modern business. The burning question is, how can you make the most of it? Sometimes coming up with new, exciting and interesting content for your followers to read on a daily, weekly or even monthly basis can seem quite a daunting task. Wouldn’t it be great if you could make the most of each idea without constantly repeating yourself?

Don’t throw it away, recycle it! 

The chances are, the majority of your followers won’t read every single piece of marketing content you put out on the world wide web (unless you’re a celebrity with a mass following), so how do you ensure each nugget of gold that you give away reaches them?

Recycling (this does not mean copying and pasting) your content through blog posts, newsletters, images, videos, web pages, emails, tweets, articles, infographics and flyers not only gives you the best chance of reaching your intended audience, but it also allows you to create different approaches that will appeal to different target markets.

Different strokes for different folks

Much the same as some people prefer to sit down with a newspaper and a cup of coffee to digest the news rather than read it online through their smartphone whilst on the tube, individuals will be drawn to different forms of advertising media.

Without going too much into key demographics, you need to consider each form of content and who is likely to be interested in it. Generally speaking, younger audiences will be interested in short, snappy and colourful images and videos, whilst older audiences will likely want to read more information through a blog post or article, rather than making an impulsive decision.

Now, as you would imagine, these different forms of media will overlap and appeal to a common audience, and that’s great! It’s always good to remind people that you exist and you’re helping tens/hundreds/thousands of people improve their lives one way or another; just don’t bombard them! By utilising a wide range of media platforms you’ll find that your audience increases greatly, whilst all of your content remains relevant, interesting and captivating.

But wait, there’s more…

Not only is recycling your content a great way of reaching multiple audiences, it also allows you to measure the effectiveness of each media format so that you can tweak and perfect future content, advertorials and marketing strategies in order to increase its efficacy and ROI.

If you’d like to learn more about how to effectively recycle your content, create superb marketing strategies and turn your social media channels into hubs of pure excellence, contact us today by clicking here.