One of the popular formulas is “Attention — Interest — Desire — Action”. This a quite a popular formula, however it tends to underestimate the complex role of other steps involved in between.
The building blocks for a successful content marketing strategy should include conducting keyword research, planning and seo.
Content marketing has undergone several transformation. Having a strong content strategy can transform your business.
Here is how to use content marketing to attract customers in the modern world:
Attract to Drive Traffic
- Landing Page
- Branded Presence on Social Media
- Specific & Targeted Advertising
Interact and Engage with Your Audience
- Email Campaign
- Scheduled Updates
- Powerful & Engaging Video Marketing
Convert and Generate Enquiries
- Enquiry Forms on Website and Social Media
- Calls For Action
Take it Offline
- Follow Up
- Schedule Face to Face Meetings
- Organize Events
There is no better way to get to know your buyers than through organic interaction.
Content marketing provides the necessary tools and opportunities to carry out this process.
Here are 5 steps to create impact content for your audience:
First step is to understand who you want to speak to? What is that which matters most to them? What problems of theirs would you be solving with your content? So at the core of this step would be to develop “Empathy” for your customer.
Focus on building a connection that fosters long term relationship. This can be achieved by combining content that speaks about the problem the audience care about which talking about it a position of shared values.
The third step involves building a content path that focuses on being highly “Useful”. It would help to ask yourself- What kinds of content could you create that your audience would find valuable? What problems could you solve? Are there any quick wins I can enable them with? What Objections could you address? What risks could you help them foresee? Focus on building thought leadership with your content.
Thought leadership for FinTech companies is a valuable method of generating customer loyalty and potential leads. Despite the explosion in fintech, it's noticed a striking deficit of thought leadership. The truth is that when it’s done well, thought leadership can be useful. It also highlights the risks of doing it inexpertly. That's why B2B fintechs should invest in thought leadership content that can meet the high bar set by knowledgeable buyers, partners, and investors.
Fifth and final step would be to focus on “sustaining” the relationship. It’s always great to have your customers do repeat business with you and you both grow together. Towards that, focus on “Delivering value” over time and keep looking for new ways to serve that audience with your content.
So with these steps you can ensure that your content is capturing more mindshare and thereby more market share. Working with a content marketing specialist can help organisations gain better ROI for their content marketing investments.
Karthik is the Co-Founder of Pink Ladder and Founder & Director of ThoughtStarters. He has over a decade of experience in branding, communication strategy, executive communication & thought leadership marketing, human resource and operations management. He has been instrumental in creating many award winning programs for leading brands like MeritTrac-India's largest Skills Assessment Company, Wipro Technologies and Accenture. He has worked closely with leading universities, industry bodies, analysts and research firms globally and acted as a catalyst in providing best practices and insights to customers across sectors. He has authored papers & articles in international journals & has been a guest speaker at many Ivy League Universities globally. He is a serial entrepreneur, always on the look out for the next big idea! Karthik has a Bachelor's Degree in Computer Science from Bangalore University and an MBA in Marketing & Finance from IIPM Bangalore.