One of the most important components in Digital Marketing is to understand how the Content Marketing advertising that is created through a good Budget Distribution can be potentiated.
You are probably wondering what exactly is Content Marketing? It is a way in which brands develop an ongoing relationship with their customers through content that provides long-term value .
An example of this is when a film is produced, which may have excellent content but if you do not have an adequate promotion and communication strategy to attract people and fill the theaters, then you will incur high production costs and the high value of such content will be reflected as a loss.
Therefore, returning to Content Marketing. Every specialist in Digital Marketing must always remember that the investment in media and the adequate Distribution of the Budget is crucial for a successful Digital Marketing strategy.
To execute this strategy, you must consider adequate time to find, develop and feed the right content to the right audience .
There are certain strategies to correctly distribute the budget in Content Marketing. How is the most suitable way? We will explain it to you in detail below with some basic tips to create a correct Digital Marketing strategy.
Social networks in Content Marketing
So, why is the distribution of investment in social networks necessary for Content Marketing?
The most important thing for the success of Content Marketing, is to ensure that the budget allocation is aligned to a solid strategy capable of increasing the ROI (Return on Investment for its acronym in English) of Content Marketing.
Now, entering a little in the context of social networks we can understand that the main networks to invest in advertising are:
Organic reach is currently at an all-time low.
Today, social networks have become very competitive advertising spaces, attended by different brands and users. What makes them more saturated spaces.
And this is how it is not only about investing large amounts of money to compete against other brands, but also the content that is published must have a differentiating and unique component so that it captures the attention of the desired target.
The good news is that targeting through social media has improved significantly in recent years.
Mainly by similar audiences focused on interests or geographic locations, or the definition of a new audience with more specific characteristics of orientation towards the desired niche.
How to approach Content Marketing through the Customer Journey
Now, it is important to focus on the right content for each stage of the ” Customer Journey .”
The most important thing about Content Marketing is to be able to speak to the consumer in a more personalized way so that it fully attracts their interest because we are finally using this type of Content Marketing to boost the business.
The most appropriate way is to create a content and communication strategy capable of transmitting the most significant messages in each of the steps of the “Journey” of our potential buyers .
- What matters most to our buyer?
- What is the most appropriate tone to communicate with our audience?
- What are the interests of our niche and how can we align with our own brand?
These are some of the questions that must arise when creating valuable content so that we can build relevant relationships with our consumers at each point of their journey (Customer Journey).
Now, it is crucial to redefine the Content Marketing funnel. Promoting a product using traditional means (TV, Magazines, Banners) is different from launching it through digital means .
The most important thing in communicating with our audience is not to talk about our products and our brands only as central points.
In turn, we must approach the target in a different way so that they are the central component of the message, because among the high exposure to content that they have on a daily basis, we must stand out.
Now what were you waiting for! We will give you the three most important steps to create a Budget Distribution strategy in social networks for Content Marketing.
How to make a good distribution of the social media budget
1. Find the Right Audience
And then you may be wondering where exactly is my audience? In which channels do they have the greatest presence?
The first thing is to use the tools that the platforms offer to evaluate the audience, these tools store a large amount of data and historical statistics of the trends and demographic segmentations of the users of the social network.
For this case we will take Facebook as an example, currently the most used social network in the world.
We see that you have a tool called Facebook Audience Insights , which can provide great insights about your audience based on demographics, geographic location, and interests.
Now, after identifying these characteristics, it is important to benchmark how your audience behaves on the social networks of the competition.
In this way, it will be possible to understand and determine in what way, with what type of content and with which brands are interacting in said network and additionally identify who is the best competitor inside and outside your category.
2. Take into account the history of your brand and the Customer Journey
The main thing is to create content that fits our audience .
We must find the right way to communicate with the mindset of our potential buyers. The most important thing is to distribute the right content to the right audience through the right channel. And you wonder how is the way to achieve it?
The most correct way is to map the stages of the “Customer Journey” to establish the most significant points of contact and thus send the correct content. One of the most important points is to focus on the long-term business objectives that create value.
Another valuable tip is to implement empathy in the guidelines of communication.
In today’s digital world, it is very important to establish a more personalized and human communication through the content that is delivered to potential clients, and this in turn will help increase their loyalty over time.
3. Combine content formats with stories and channels
Now, once the correct audience is defined, the channels through which it is going to communicate with said audience and, the brand has been aligned with the tone of communication towards the audience. It is important to also align the types of campaigns to use and the appropriate amount.
For example: if your goal is brand awareness make sure you are using an interaction campaign with Facebook posts .
If your goal is to generate traffic to the website, use a Facebook or Instagram traffic campaign that directs the user to navigate your website.
If you’re looking for a straight answer then use a LinkedIn lead generation ad or an app download card on Twitter.
Guides on ad formats can be found on social media platforms to help you align your business and campaign goals so that results can be driven.
Now, it is important that in the media plan it is possible to establish a correct Distribution of the Budget for the promotion of the content and it will help you to identify what your audience is really looking for.
How to Measure a Successful Budget Distribution?
As when creating a Digital Marketing strategy, in the Budget Distribution strategy it is also important to establish metrics aligned with the campaign objectives and business objectives.
In each of the stages of the “Customer Journey” KPI should be set so that a more detailed follow-up can be given and ensure more progressive results over time.
A weekly review of the results is key so that specific optimizations to the campaigns and the strategy can be executed in each part of the Customer Journey funnel.
Capturing the audience’s attention and then guiding them to take a certain action, or targeting valuable content that leads to a conversion are strategies that break the noise and capture new audiences.
This is how when you already have the attention of potential customers that you can start sharing more relevant and high-quality content and optimize them accordingly.
This article was written by Daniela Neira from SpicyMinds .