If you want to launch a product successfully, you’re going to need a great deal of content. The content you share with your audience is valuable advertising that helps to build relationships with them. But unlike traditional advertising, content creation requires time rather than money, as well as a bit of strategy. Here are the 6 elements of an effective product launch content strategy that you can implement for your next launch.
Content Should Solve Problems
The best content solves your audience’s problems. It offers your expertise teaching people to do things that will help them overcome issues they’re facing. For example, if you offer weight loss products, you might create short videos demonstrating simple at-home exercises. You may write blog posts on healthy eating tips. This is information people can use now to get results and improve their lives.
Save the Promotion for Later
Good content educates — it doesn’t promote. People are used to being sold to and marketed to. When they encounter web content that’s clearly promotional in nature, they will likely click away immediately. This is because they’re searching for help with problems, not necessarily looking for products to buy. Your content focuses solely on helping, but leads to your website, a sales page, an email list, or elsewhere where you can promote once you’ve built a relationship.
Meet Your Audience Where They Are
Decisions about content and where to post it should be dictated by the tastes of your audience. Go to them and meet them where they are. Find out where they get their content and what formats they prefer. For example, if you discover that your audience likes Instagram, you should be there offering content. If your audience prefers video content, put your energy into videos rather than blog posts.
Keep an Ongoing Topics List
The topics you cover in your content should also depend on your audience’s taste. Start an idea file with a huge list of different topic ideas you could create content on. Add to this list on an ongoing basis whenever you get ideas. The best place to source ideas is through your audience themselves:
- What questions do they often ask you?
- What do they talk about on social media?
- What do your audience members write about in their blogs?
- What other content do they like and share?
You can reach out to your audience directly and ask them what information they’re searching for that you can provide.
Work with a Content Schedule
Create a detailed content schedule. Decide when you will create content and when you will post it. Put every step along the way on this calendar. Choose a posting frequency based on your audience’s tastes. More is not necessarily better. What’s most important is to post regularly as your audience will expect new content.
Monitor Your Efforts
Choose a few key metrics and keep track of your progress. Set goals for your content strategy. You’ll soon discover what’s working and what isn’t. Certain topics will play better than others with your audience. Certain times of day or days of the week will get a better reaction. Pay attention and replicate what works. Get rid of content types, topics, or traffic sources that don’t bring the results you’re looking for.
It’s not hard to be successful at content marketing and it will go a long way to helping your product launch be a success. All it requires is a bit of planning before you start creating and posting.
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