The digital marketing landscape in Singapore continues thriving in the backdrop of an impressive internet penetration rate. With close to 90% of the population now online, the opportunities in the digital marketing landscape continue growing. One of the most effective strategies in this marketing frontier is content marketing. Content marketing delivers resounding success for businesses across industries and is instrumental in search engine optimisation (SEO).
If you’re a business owner in the country, content should be at the heart of your digital marketing strategy. Through content marketing, you can drive sales, grow audience engagement, develop your brand presence on search engines and social media, and improve search engine ranking. Through a well-designed content marketing campaign, you can generate leads, develop relationships, build trust, and improve conversions.
Despite the huge impact that content marketing can have on your business, it’s difficult to get started. Many digital businesses in Singapore get it wrong from the start, which results in poor ROI. In this guide, you’ll learn the crucial steps you need to take to succeed in content marketing.
Understand the Basics of Content Marketing
Content marketing refers to the creation and distribution of highly valuable and relevant content to your target audience. Many marketers consider content marketing as a minor aspect of digital marketing, which entails writing a few blogs or social media posts. However, Google considers content as king and this is one of the main search ranking factors.
While content creation is a common activity in business marketing, this isn’t enough to qualify as content marketing. The marketing that fits into content marketing must add value to your target customers’ lives. This is content created with a defined goal.
Whether you’re writing an email newsletter, blog, article, press release, video or infographic, the idea is to solve customer problems by addressing pain points, building trust and boosting your brand’s industry authority. By addressing pain points, the content you distribute has a positive impact on your brand’s overall marketing goal.
The content inspires your target customer to make a purchase decision. High-quality content plays a crucial role in influencing purchase decisions and boosting conversions. Content marketing is highly effective and guarantees a high ROI.
The best content marketing agency in Singapore helps in content research, content creation, and distribution. The partnership delivers better ranking on search engine result pages (SERPs), more traffic on your website, and more lead generation. Through consistent content creation, you build rapport with your target customers who later become brand ambassadors.
Getting Started in Content Marketing
Getting started on the right footing is the biggest hurdle to successful content marketing. In a rush to leverage the highly effective marketing strategy, marketers jump head first into content creation with no strategy. Such campaigns inevitably fail and have poor ROI.
A poorly executed content marketing strategy might have devastating results which hurt your business. Here are tips to create a successful content marketing campaign:
Define and Understand Your Customers
You can only create content for an audience you know well. For this reason, start with a thorough audience study to identify and define your customers. You’ve to understand and listen to these customers to create content that resonates with their needs. The best approach is to build a persona for your target buyer using their demographics, buying behaviour, type of work, gender, or pain points. Assume you’re in the customer’s shoes and consider the type of content you would need.
Create SMART Goals
A successful content marketing strategy starts with clearly defined goals. The SMART goal model (specific, measurable, attainable, relevant, and time-bound) helps you map out your content marketing plan.
Definable goals can include improving brand awareness, to earn links, to educate an audience, to drive social engagement, boosting revenue. Others could include increasing conversions, improving brand loyalty, increasing customer engagement, building trust, increasing ranking on SERPS, and attracting investors.
With goals in place, you have a sense of purpose for all content you create. All content coming from your team has a role in the larger context of the marketing campaign. When your content meets these goals, you start growing the business through increased sales, more brand awareness, and better search engine ranking.
Set Key Performance Indicators (KPIs)
Now that you have set the goals, if you’ve achieved them? Setting key performance indicators (KPIs) is an effective technique for measuring the performance of your content marketing campaign. Examples of KPIs include conversion rate, shopping cart abandonment rate, Likes, shares, follows, and mentions.
Other KPIs include the number of backlinks, Site traffic, social media followers, brand mentions, sales, site traffic, associated shipping rate trends, competitive price trends, and subscription sign-ups.
Choose the Best Content Type and Channels
Research different content types and channels for distribution as part of the content strategy. Popular content types include blogs, videos, articles, press releases, social media posts, podcast content marketing, and paid Ad content marketing. When choosing the content type, consider the audience type that you had defined before.
Distribution channels include your website, guest blogging, Email newsletters, Ebooks, Infographics, online Video platforms, Guest blogging, Press releases, Social media groups.
Measure/Evaluate and Readjust Your Content Strategy
For a successful marketing campaign, measure the performance of your strategy constantly. You can only manage content marketing if you measure your tactics against the KPIs you set earlier. You’ve multiple tools to measure your strategy and the data from the evaluation will help you optimize your efforts.
Outsourcing Digital Marketing Professionals
Designing and managing a content marketing strategy is not easy. You need a team of experts in your company and they don’t come cheap. Outsourcing this aspect of digital marketing is the smartest way to go because you leverage expertise on demand. You get quality services without investing in an in-house team.
Content marketing is an effective addition to your digital marketing campaigns. Talk to an expert today about custom content marketing for your Singapore business.