Brand Building Content Marketing Guide

2018-11-05 by Ronn Torossian

Brand Building Content Marketing Guide

The secret to winning customers is to offer them exactly what they want when they want it. Make it easy for them to find you and get what they want from you. That’s why we have content marketing. Content marketing is a customer-focused method of offering potential customers the information they need to solve a problem they encounter, with the goal of turning those individuals into customers when they decide they want to buy from you.

Here’s a quick and easy step-by-step guide to content marketing:

Step 1: Goal Setting

What do you want to achieve with your content marketing plan? More sales? More client leads? Exposure and brand recognition? Increasing customer retention? Write down your goals and keep them in mind during every step of the way. It’s very important to make your goals SMART: Specific, Measurable, Actionable, Realistic, and Timed.

Step 2: Determine your target audience

Content should always be targeted to a certain audience, otherwise, it’ll fall on deaf ears. Do research on your target demographic to find out things like their media habits and what attracts them to a product. Every content you create should be created and distributed with this audience in mind.

Step 3: Know your business

Before actually creating the content, know your business from head to toe. Be tuned to your business’ strengths/weaknesses, competitive advantages/disadvantages, best-selling products/services, and so on. Put yourself in your customers’ shoes to determine what they like and dislike about your product and why it’s worth their time and money. Find out what draws your customers to your product and use that to your advantage.

Step 4: Know your competitors

Your competitors are most likely marketing to your target audience as well. Find out what sets you apart and what advantage you have against them.

Step 5: Keyword research

Now you know your company and your competitors like the back of your hand, identify what keywords to use in your content. You want your audience to feel connected to your product, so optimizing your content with appropriate keywords is crucial. Monitor online conversations and listen to your customers to find keywords that are relevant, specific and competitive.

Step 6: Optimize SEO

The major goal of your content marketing will be to promote your company’s website, so make sure to optimize your SEO by ensuring keywords are included all the aspects of your URL and website. Then make appropriate tweaks and changes to further improve SEO.

Step 7: Develop your content

Now it’s time to start actually creating your content keeping steps 1 to 7 in mind. Start writing/filming/designing/publishing using your top keywords. Each content should have a purpose and should be aimed at contributing to your defined goals.

Step 8: Make a content calendar

Plot out the delivery of your content by creating a content calendar to keep your content marketing fresh, consistent and committed.

Step 9: Market your content

Here comes the fun part – getting your content out there. Use varied forms of media and platforms from Facebook to YouTube to blogs to engage your audience!

Step 10: Evaluate

The final step is to evaluate your content marketing plan to see what works/what doesn’t and how you can improve!

 

About Ronn Torossian

Ronn Torossian is the Founder and CEO of 5W Public Relations. He is one of the foremost Public Relations experts in the United States, with over 20 years of experience. He has won countless awards for leadership and entrepreneurship, and Ronn Torossian has transformed businesses through strategic and aggressive PR strategies.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities