Which Areas Should People Focus on in Content Marketing?

Which Areas Should People Focus on in Content Marketing?

There is a reason people need to have a discussion on choosing some areas to focus on content marketing.

Consider a cricket team. On paper, it is a collection of eleven players on each side. However, not every player can be good at every part of cricket. Bowlers are good at bowling. Batsman bat well. There are some players who are relatively good at both and are called all-rounders. There is even a special person to make decisions during a match known as an umpire. No professional part of a cricket match can claim to be an expert in each part of the field.

Content marketing is the same.

For a person to be good at content marketing, he/she would have to be good at –

1. Writing content for various platforms (blogs, social media, forums, press releases, etc)
2. Creating video content
3. Video editing
4. Graphic designing  (for image and infographic creation)
5. Content strategy
6. Audience behavioral analysis
7. Audio content creation (podcasts and webinars)

The things listed above are probably not covering many other crucial parts of content marketing. It is difficult to imagine an individual capable of being an expert, or even decent in each of these things.

Thus, our issue again comes down to understanding which areas of content marketing are important for a modern-day professional. Ultimately, every individual would want to know which parts of content marketing really matters on a functional level.

In this article, we cover three essential parts of content marketing a professional should consider learning and imbibing.

Writing

The best thing you can to be ahead of half the professionals in digital marketing is learning to write. Many wrongly believe that writing is reserved for those with a real talent for writing and words.

In fact, writing is something that can be learned with constant practice and persistence.

It wouldn’t be wrong to say that someone who knows how to write is much better placed to find success in content marketing.

Why is writing so important?

Think about the role of content in marketing. From writing blog posts to ad copy and even scripts for promotional videos, all of these require a skilled writer. Generally, companies have to hire special content writers who are specially tasked with writing content. A content marketing professional with a natural instinct for the bare bones of marketing and a penchant for writing good content is naturally better placed to deal with the challenges of the field.

Audience Analysis

There are some ads you see on YouTube or TV which touch you more than others. This happens because the person making the ad is succeeded in understanding your needs and emotions.

Every audience has a different note. Some segments of the audience are just looking for cheap deals while others are looking for brands that offer them a reason to be loyal. A company like Apple cannot run ad campaigns based on promoting cheap mobile phones as the entire ethos of the company is built around premium-ness and exclusivity.

On the other hand, Micromax and Nokia often run marketing campaigns that focus on the cheaper prices of their models. Why?

The target audience for both these companies is different. This difference has to be reflected in each’s marketing campaigns as well.

A key skill a content marketing professional must have is drafting content based on the target audience. Writing content that doesn’t inspire people to go after a marketing goal set out before the campaign is useless. In order to write for an audience, however, one must learn how to understand and know the audience.

For example, if you’re writing content for a life insurance company and the goal is lead-generation, who is the target audience?

People over 30 years of age and probably having children are most likely to be the target audience. Assuming the leads which have to be generated should ideally be from people near Delhi, the audience can be summarised as being –

1. Male or female
2. Over 30 years of age
3. Probably having children
4. Living in Delhi

This breakdown is only a simple example of a broad audience analysis. In reality, marketers have to break down a given audience into different segments in order to tailor the right emotions to the prospective audience.

Video Editing and Scripting

This area of content marketing has come into more focus recently. Video content has become more of a necessity than an added feature in recent years. Since video content also falls under the domain of content marketing, its creation becomes an important part of the field.

As far as video creation is concerned, even smartphones are good enough for recording videos these days. There are other more professional video creation tools that help creators make quality video content without a camera.

Scripting is generally the content that explains everything that happens in the video. If something has to be shown in a video or said, it has to be done in the scripting process.

Video editing is the process of stitching together a video in a way that the final content is effective in conveying a marketing message while also being true to the flow.

Content marketers today have to develop solid knowledge in the process of video content, from scripting to creation and finally editing. Given the popularity of video marketing, skills related to videos will grow more important over the years and become a key cog in the content marketing machine.

In Conclusion

As a field, content marketing has expanded over the years and begun covering every facet of marketing which involves content in some form of another. This has made it a slightly difficult technique to learn and use. In this article, we simplify the matter by discussing some areas of content marketing people should focus on.

About the Author – One of the most renowned names in the digital marketing space, Gaurav Heera is an entrepreneur and digital marketing strategist currently heading work at DelhiCourses.in. He founded DelhiCourses.in back in 2008 and has since overseen its progress as it has grown to become the most popular name for providing a digital marketing course in Delhi.