There is no “set it and forget it” mentality when it comes to content marketing. Just like you wouldn’t leave an auto-steer vehicle unmanned, you shouldn’t leave your content marketing unmanned.
With content marketing, you must be present to make adjustments, fine tune your offering and respond to alerts and warnings as they arise.
Experts describe the content marketing cycle in different ways, with different steps, but in simple terms, it’s:
1. Creating content.
2. Sharing your content.
3. Monitoring how it was received.
4. Learning from your audience.
5. Starting over again.
The important takeaway is that with your newfound knowledge, you will create better content for your audience.
By being receptive to your audience, you create a better content experience. And the happier your audience is, the more likely their satisfaction will continue after they buy. The plus to this is that they may even become an advocate for your brand with people they know.
When you create loyal, happy customers, your engagement level rises. Maybe they post to and comment on your social accounts, share your articles and tag your brand in their posts. This is great, but don’t stop there.
Your customers want a response from you. They want to know you appreciate their comments enough to engage with them. This can be a great opportunity to leverage content in your responses. Here are some ideas:
- Share a related article or helpful website on the topic.
- Ask a question and keep the conversation going.
- Respond with images or videos even if just for entertainment.
- Invite them to join you at an event or to continue the conversation.
When you are listening to your customers, you will encounter a wealth of feedback and opportunities for engagement. Watch for catch phrases such as “Can this,” “I wish,” or “I’d like,” in posts and comments from your audience. These are great cues your company can use to evolve processes, products, and services. They are also great ideas for future content.