Often, after a company or individual hires on a photographer, videographer or studio to create their marketing materials they find themselves at a loss of what to do with it. Having quality marketing content is key to making memorable and lasting first impressions, but if you don’t know how to promote it than your content may not drive its full value.
Over the Next couple days we will be providing some tips and tricks to help ensure you are getting the full impact of your content. Our first post, part one, will focus on research and planning stage. Part two will discuss content creation, and part 3 will delve into launching your campaign.
Part 1: Knowing your Customers, Keywords, and Goals
Know the Audience You Want to Reach:
Take a look at your data. See who typically follows your website, blogs, social media feeds, and identify the type of followers engaging with your content. Take a look at your mailing list and subscribers, customers reviews, who is giving your company referrals, and any other database information you can leverage. After you gather the data see what you can learn. What are the demographics (such as age, gender, ethnicity), education levels (high school, college diploma, graduate degree), employment industry (marketing, law, mechanical engineering, etc.).
However, knowing the demographics of your audience is only half the battle. You also need to gather behavioral data. Learn what topics your audience is trending, what they follow, what motivates them, there needs, desires and interests. Gathering such data will allow you to understand your audience and create content they want to see.
Learn what keywords your potential buyers, clients and customers are using. You can discover keywords and phrases through online resources:
- Google Trends: The resource allows you to get an inside look into Google’s Database of searches.
- Google Keyword Planner: For this you will be required to set up a Google Adwords account; however, you do not need to pay to use the planner. The planner can be a great tool for gathering statistics on certain keywords and phrases. It will populate search volume, competition (how many people ranking for the same keyword), and average bid per keyword.
- Google Autocomplete Search: Google’s auto complete predictions can help you identify what people search for. The search queries that appear as you type reflect the most common phrases people are searching for.
You may also want to use social listening platforms that track keywords and phrases across the web. Platforms like HubSpot, Hootsuite or Sprout Social can give you insights on the key phrases typically getting used by people you want to reach.
Use these words when writing your content. Place them in your headers and upper body paragraphs so Google will find them. Further, include them in your image alt tags, category tags and meta-descriptors.
Determine your Goal:
Decide on what you want to get out of the campaign, and then determine the purpose of content. Is it sales focused, or to increase brand awareness? Are you trying to generate new email subscribers, increase following and engagement, drive traffic to your website, or improve your ROI? Based on the goals you set, you want to design your content pieces in a way that will meet your objective. For example, if you are trying to generate more email subscribers consider write informational articles, how to guides, or blog posts that have an “opt-in” message attached to each piece. If you are trying to increase social following plan out hashtags that your audience uses. Tools such as RiteTag or Tag Board can help you discover trending tags to ensure your posts get scene.