Despite the predominance of the presence of numerous means to promote one’s products and services, written content still finds favor in many ways. Digitization indeed looms large in the field of marketing, yet traditional content marketing still has not lost its charm and thrives with full vigor as a marketing strategy says Michael Saltzstein.
Mr. Saltzstein has carved a niche for himself in marketing as the Global Marketing Manager and also as Vice President of marketing by slowly and steadily moving up the ladder, after having started as a junior marketing associate. His expertise allows him to strongly suggest that if written content can be lined up with the perfect SEO strategy it is bound to draw potential customers without much effort.
Being erudite in the subject, he provides information on some of the ways of improving one’s content marketing skills. To begin with, he suggests that the content must always be prepared to keep in mind the customer that is being aimed at roping in. depending on the kind of traffic one is intending to draw towards one’s content, it should be conceived. Some of the things that should be considered include the size of the business, the profile type of the business, whether it is a B2C or a B2B and also if the content is being created to fill in a need or not. In answering these questions clarity is acquired in understanding the target audience.
Michael Saltzstein further asks one to be able to gauge the journey of the potential customer.
Customers are always interested in content that enlightens them about a particular product or service. An efficient content marketing individual will be able to tap into the stages of the customer’s journey. The journey comprises three stages, namely, awareness, consideration, and decision. When in the first stage the customer tries to discover the problem. In the second stage, they look for possible solutions to the problems. In the final stage, a decision is made on
what they need to buy to help solve the problem. The trick of this means is that once the stage of the journey is identified, relevant information can be served to the customer without the fear of overwhelming them with unwanted information.
Content does not always have to be listed, they can also be FAQs, surveys, a piece for thought, compilations, and how-to’s as well. The idea is to create diverse content to keep monotony at bay. To keep a track of this diversity a calendar can be maintained.
Lastly, Michael Saltzstein’s expertise in the field of marketing enables him to emphasize the importance of metrics to assess the plan of content marketing. One should monitor the metrics to check how far the plan has been successful or effective. This is also helpful in comparing the success of the current strategy with the previous ones to ascertain which one has been more fruitful.
The bottom line that needs to be remembered while designing the marketing technique is that the focus is not on a product but on the customer. When their needs are catered to, they will automatically buy the product.
