Planning a content marketing strategy isn’t always clear cut. These five tips
by Roberto Blake will help you target and reach the audience you want to with
your content.

Key Takeaways

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• Have a clear communication strategy for all of your content

• Know who your audience is

• Understand the context of the platforms that you’re marketing in

• Respect your audience’s time

• Calls to action

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Transcription summary

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My top five tips for content marketing

First things first, you need to understand, before I get into these tips,
content marketing is about strategy. It is about creating value for your
audience, but also value for yourself as a business as a brand. When you go
into content marketing you really need to know who you are, what your values
are, and also your audiences. This doesn’t count as one of the tips, but it is
the philosophy behind effective content marketing vs. just being spammy.

1. Have a clear communication strategy for all of your content: Know the
   tone. Your tone needs to be consistent. Whether your tones is professional,
   casual or academic.

2. Know who your audience is: This aligns with Tip 1. If you know what
   your tone is who your audience are. One is going to dictate the other. For
   example, if you’re speaking to students, then I would say that it’s probably
   not going to need to be very professional. Casual is probably going to be more
   impactful, particularly if you’re trying to get them to buy. You’re not going
   to want to come off as sales pitchy or talk down to them. So, you want to
   adapt your strategy to the audience and ask yourself, ‘what’s going to make
   you relatable?’.

3. Understand the context of the platforms that you’re marketing in:
   Marketing is different when you use different platforms. Youtube, a blog etc.
   The content marketing is all different. All of these things have their own
   nuance, and their own context. All of the content marketing platforms are
   equally important and target different audiences. So ,you need to value
   context, as well in your content marketing. You can’t always take what was
   good in a podcast, and make that good in a blog post. With a podcast, you can
   listen to that in the car, as you commute to work. You can’t do that with a
   blog post, so the time that they took the listen, may not be the time that
   they take to read. This needs to be respected.

4. Respect your audience’s time: When you’re doing content, you need to
   respect your audience’s time, which means that you need to give them that
   upfront value. Tell them why they’re here, and what they’re going to get
   as quickly as you can, regardless of whether that’s in your print or on a blog
   post, or at the beginning of a video etc. They need to know why they’re here
   so they can make an informed decision as to whether or not they’re gonna
   continue to invest the time here. Although, that might seem disadvantageous
   for you, it makes you a taker. People don’t respond as well to takers, as they
   do to people who are giving.

5. Calls to action: Align your content to your business objectives and
   goals. Don’t do content for the sake of doing content. Content is supposed to
   accomplish something, not only for the audience, but for you as a business or
   as individual. Have a very specific goal for every piece of content. The goals
   could be any number of things: raising my public profile, getting people to go
   to my website etc.

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