Content marketing is one of the most vital marketing tactics implemented in the digital world. A 2021 research suggests that 84% of marketing agencies and companies in the B2B and B2C landscapes employ a content marketing strategy for their businesses and clients.
To optimize one’s content marketing strategy, growth marketers explore different media, styles, and formats to find the best ways to reach a target audience. Growth marketing for your content strategy is an approach that focuses on the customers’ needs and biases. It’s a holistic viewpoint in marketing that targets the consumer at each stage of the marketing funnel, thereby, increasing the chances of completing the customer journey.
What is Growth Marketing?
Veering away from traditional methods that focus on mass channels such as television, radio, and print, growth marketing pushes for highly personalized campaigns that reach the target market across multiple digital channels. Growth marketers understand that the majority of potential buyers are researching products and services online before making a purchase, which makes digital channels the perfect avenue for growth marketers’ experimentations with content.
Nonetheless, growth marketing shouldn’t be confused with digital marketing. Digital marketing, on the other hand, focuses on the top of the funnel (TOF) only, namely the awareness and acquisition stages. After generating leads, they forward these prospects to the sales team to complete the customer journey. Meanwhile, growth marketing will follow leads through the entire customer journey to get results and increase the company’s performance.
For example, if through digital marketing you can already optimise your campaign at 60%, a growth marketing strategy can drive it further to 80% – 90% optimisation. Expert marketers know that this 20% -30% jump can largely impact your business.
Now, more than growing a large consumer base, growth marketing is also about building an engaged audience that generates revenue. Companies with a growth marketing approach usually maximize their client retention with captivating pieces of content that have gone through a rigorous trial and error.
Some examples of growth marketing hacks you can use today are video marketing, lead magnets, email marketing, and one of the most heavily used today, influencer marketing. In essence, the growth marketing approach focuses heavily on consumer data to identify the best ways to reach and convert your target audience into loyal customers.
For startups in the UK with limited resources and manpower, you can definitely turn to a marketing agency in London that will provide you with a data-driven and customer-focused content marketing plan.
To help you hack your growth through a solid content marketing strategy, Got Legs Digital has come up with this simple guide for your startup.
Identify Your Market Segments and Target Audience
The customers are the key to effective growth marketing, so when creating content with this approach, it’s crucial to identify your audience and your market segmentation first.
Select the market segment that is most likely to be interested in your products and services and create a customer persona based on this segment’s key attributes. Your customer persona must be the inspiration of your content as if you are actually speaking to them in your website, articles, videos, even research papers, and other content types.
It is also important to identify their behaviors and psychological biases throughout the customer life cycle. You’ll be able to activate their interest, nurture them to strengthen the relationship, and reactivate them until the loyalty stage if you can figure out their motivations and interests.
Prepare Your Content Buckets
Growth marketing takes intentional steps to optimize growth and cut down costs. Fuel your content with research to make your brand story relevant to consumers and increase brand awareness and curiosity. Content buckets are sets of topics that communicate different aspects of your brand.
Prepare content buckets that are suitable for each stage of the consumer journey. For example, you can talk about trends, news, and events for the awareness stage, product demos and specs for the consideration stage, promotions and sales for the loyalty stage, and so on. Considering the big picture, your content buckets should convey the benefits of your products or services, and the values that your company upholds.
Use A/B Testing and Multivariate Testing
What separates growth marketing from other marketing approaches are the testings. Growth marketers conduct experiments to further develop marketing strategies.
A/B testing is a method wherein two versions of output are compared against each other to see which version yields better results. On the other hand, Multivariate Testing is a method that compares more than two variables to see which one yields the best results.
In content marketing, these A/B and multivariate testings can help you objectively identify what content is seen by different audience segments, what channels work best, which writing style gets the most engagement, what content types keep the audience’s attention the longest, and many other gaps that when filled will improve your overall content marketing strategy.
Here are some examples of testing that can help improve your content marketing:
- Promoting content that targets different demographics to see which segment is more attracted to that particular type of content
- Using different subject lines for your newsletters to compare open rates
- Trying out different calls-to-action to compare effectivity
Post Across Multiple Channels
To maximize the reach of your content, it’s highly recommended to publish your content on different platforms. Audiences tend to remember what they see multiple times. Not only that it increases awareness but the ubiquity of your brand can also help establish your company as a thought leader especially if your pieces are relevant, well-researched, and valuable.
Repurpose and Update Content
Growth entails changes. With that being said repurposing and updating content is a substantial part of your content marketing strategy.
To repurpose content means that you’re taking a part of your content to turn it into a new one. More specifically, it is changing the format of the content or shifting it to address a new target audience to increase reach and impact. Meanwhile, updating content means changing details to make it more up-to-date, adding in photos, or putting in more appropriate keywords for improved SEO. Repurposing and updating content are practices aligned with the principles of growth marketing as new results await upon making these changes.
Choose the Best Growth Marketing Agency in London for Your Start-up
Your startup can save time and money by hiring a growth marketing agency to plan and execute your content marketing strategy. The right marketing agency can provide professional services without breaking the bank.
Don’t settle for surface-level success because marketing is more than just building awareness and generating leads. Your marketing agency must help you set up systems that will automate your marketing operations and optimize your campaigns to sustain growth and performance in the long-run.
Got Legs Digital is a growth marketing expert and they are a marketing agency in London that can help you optimize the growth of your startup with high-quality content produced by professional writers. They can certainly aid you in developing your content marketing strategy and help you to scale your company using the right tools and mindset.