A well-crafted product marketing content strategy goes beyond simply promoting your products or services. It is a comprehensive approach that considers your brand's unique identity, target market, and overall business goals. Understanding these key elements allows you to develop a content strategy that resonates with your audience and drives meaningful engagement and conversions.
What is product marketing content strategy?
Product marketing content strategy is the plan and approach companies use to create and distribute content that effectively promotes their products or services. It involves developing a coherent and targeted content plan that aligns with the overall marketing objectives and speaks to the needs and preferences of the target audience.
How to create a product marketing content strategy
The purpose of this article is to guide you through the process of crafting a winning product marketing content strategy.
Analysis of the target audience
The first step in forming a product marketing content strategy is compiling a portrait of your target audience.
Focusing on the portrait of your target audience will make it easier to understand what content is interesting and useful to it, what it needs, etc. You risk wasting time and money by creating articles without analyzing your audience, guided solely by personal preferences. Potential buyers are more likely to listen to advice on choosing goods if they find the information interesting. Thus, a properly chosen topic of an article or video increases the likelihood of a purchase.
Indicators to consider first and foremost when compiling a portrait:
- Gender
- Age
- City
- Country of residence
- Values
- Preferences
- Behavioral indicators (how often goes online, which sites are interesting, how often makes purchases on the Internet, etc.)
- Interests
- Hobbies
Of course, it all depends on the specifics of the product or service. There can be many more indicators, but we have tried to list those that will be universal for everyone.
Event planners, for example, would be targeting multiple audiences which are broken down in Eventbrite’s audience analysis in the Attendee Persona Workbook. These include essentialists who view events as a priority, experience-chasers who prioritize experiences over physical gifts, introverts who are more likely to gravitate towards locations they’re familiar with, and more. You can see why having this comprehensive understanding of your audience would help you better segment and tailor your content to them, whether it be through content like “the best quiet and cozy cafes” for introverts or “the best unique experiences” for experience-chasers, to name a few.
Analysis of competitors
Identify your top 5 competitors and research their content:
- What channels do they use to communicate with their audience (social media, blogs, newsletters, PR publications)
- What exactly do they publish (form of content, frequency of release)
- What kind of content is most successful and liked by their target audience
In the analysis process, you can note the most successful cases, understand what not to do, and think about what will help your brand stand out from the competition. You can use the same keywords as your competitors, but you can use them to make your content more exciting and valuable.
After defining your target audience, researching your competitors, and getting acquainted with the possible promotion channels, it is necessary to summarize and draw conclusions for your business. To do this, you can create a table listing all your competitors and indicating the types and channels they use and how often they publish content. This way, you will clearly see what actions your company needs to take a leadership position in the industry.
Defining keywords
Content must be created using keywords to rank at the top of the search results. Therefore, you need to gather all these possible keywords before writing content. But don't overdo it with keywords. Search engines don't like too many keywords. Content should be created for people, be useful and answer their questions.
If you find it difficult to write content with the keywords you found, you can always turn to the Essay Tigers writing service or any other. Such services have experienced copywriters who can take on the entire content writing process.
Planning of publications
A content plan in product marketing is as important as creating and promoting content. It is drawn up in the form of a table and supplemented with information in the process of its execution. For each publication, the purpose of its creation, the format of its placement, the anticipated effect (conversions to the website, likes, subscriptions, increased incoming calls, etc.), and the publication date should be prescribed.
In addition, the content plan makes it possible to track the timing and effectiveness of each task. Documented information increases the level of responsibility, and an article planned for a quite specific date will be written on time with a much higher probability than one that is simply planned for "the next 2 weeks".
After a certain amount of time, such as a month, you can track whether posting to a particular channel was effective.
Check out: A perfect example of ‘Publishing - Blog Site’ from a software brand. AhaSlides writes about everything, has all knowledge in every industry, to demonstrate to whoever visits their website that this tool is vital for their business, no matter fields the readers are working in!
Content promotion
So you've analyzed your target audience and competitors, created a list of keywords, made a content plan, and written your first publication. Suppose a new article was published on the corporate blog. What next? You need to tell about it to as many people as possible so that they go to the website and make a conversion.
When creating a product marketing content strategy, specify the article promotion channels so that you immediately understand what you need to do with the finished materials. The effectiveness of each publication should be digitized. When choosing one or another channel to promote an article or video, you should calculate what result you want to get in the end.
For example, your content marketing goal for this month is to increase the number of orders from the website by 5%. To do this, you need to bring 500 people a day to the website from all promotion channels. You have 4 tools to do this: PPC, social media, email marketing, and organic search. Enter in numbers what action a user should take when communicating with each distribution channel:
- Out of 500 email newsletter subscribers, at least 50% of them should go to the website
- A post on Instagram should get an average of 25 likes and 20 followers
- From PPC, you expect at least 3 requests for a service per day
- From organic search - 200-250 visitors daily
Setting a clear goal for content promotion will help you figure out which channels work best and what content gets your audience.
Tracking and analysis of results
The final step in creating a product marketing content strategy is analyzing the results. When all the texts are written and published, it's time to explore the results:
- How much traffic the new content has brought to the website (relative to each channel)
- How much conversion has increased thanks to the published material (performing a targeted action on the website: filling out a brief, ordering a callback, subscribing to a newsletter, etc.)
- The activity in social media (comments, likes, post sharers)
- Brand recognition. This is a qualitative rather than quantitative indicator. Therefore, its effectiveness is more difficult to track, but it is possible, for example, with surveys and studies. You can run targeted advertising with an ad: are you familiar with [brand name]? According to the responses received, it will be possible to understand how well-known the brand is to the audience.
Quantitative results are analyzed in Google Analytics. That's why it's essential to set goals in analytics before you start the content marketing process. Otherwise, you won't be able to properly analyze the results for your product marketing content strategy.
Conclusion
Developing a product marketing content strategy allows you to allocate your company's resources to creating and distributing content. Having a team rather than just a couple of people doing content marketing for your company is best. In such a way, you will generate much more valuable and high-quality content for your audience.
