When it comes to your social enterprise, the online world is one of the most important things to consider. You have thousands, if not millions of potential customers at your fingertips.
Even if your enterprise is an offline business, like a cafe, a manufacturer, or a educational service, it’s still vitally important that you have a strong online marketing strategy that ties in with your offline activities.
Here’s eight steps to ensure a great content marketing strategy:
- Define your audience and their painpoints
The first thing to do when creating any content strategy is to figure out your ‘personas’, or audience. This is essentially working out a typical demographic profile of each of your types of customers and their thought process in wanting to come and buy from you. Ask yourself: What are their needs? Why would they come to you over someone else? What problem are you solving for them?
- Decide on your channel strategy
Your channel strategy is part of your content strategy, and is about identifying which channels work best for your content. You don’t have to use all channels to promote yourself, just the ones where your audience hang out. Will LinkedIn and YouTube work best for you? Do some market research on your audience and their online activity.
- Create content using your tone of voice
When it comes to creating content, think bitesize. Content is not really for your website; it’s the tools used to drive people to your website. So it’s important that you create content in the style of your organisation - are you friendly or informal? Do you use humour? Creating pictures, video, and writing copy all should be done in your tone of voice, to reflect your brand.
- Ensure all content has a ‘Call To Action’
It’s vital that every piece of content you create has a clear call-to-action. A call to action is getting a reader or a viewer to take an action after they have engaged with the content, such as visiting a webpage, downloading a paper, or calling someone. Make it the obvious next step for your content.
- Think ‘content opportunity’
Ensure all of your activities become content opportunities. For example, if you’re running a cafe, have you launched a new menu? Take a photo and upload it! Is it a busy day in the cafe or are you holding an event? Do a 30 second video teaser! Think at every opportunity ‘can this be turned into content?’
- Be an authoritative voice
When creating content, you want to become an authoritative voice. You want your audience to know your brand, like it, but most importantly trust it. Ensure you gain credibility by showing off your expertise in that area.
- Encourage your audience to create content
It’s not just you that should be a content generator; your audience should be too! The more engaged your audience, the more likely it is that they will create a buzz for you by uploading a photo or tweeting their enthusiasm for your brand. One good way to get your audience to create content is through competitions. For example you could run a photo competition relating to your business, encouraging lots of people to participate to win a prize.
- Make it easily shareable
Content must be easily shareable. As more and more content is being viewed on mobile devices, it goes without saying that the content should be short, and easily shared by someone else. If you have a video, make sure it’s three minutes or less. If you’re creating an infographic, ensure there’s just a small amount of copy, and that the key facts stand out.
These tips will ensure you’re well on your way to creating an effective content strategy. Chances are, you already know or follow someone who is building a great following, so study their formulas and this will help you in gaining success for your social enterprise.