05 Jan Creating an Industry-Specific Content Marketing Strategy
Social media marketing was all the rage in 2014, and will continue to be the rage in 2015. There have been no signs that the role content marketing plays in business will shrink this year. But how much it grows will depend on how you create your strategy moving forward, or adapt an existing one.
One of the best things you can do is either create a new strategy or adapt an existing one based on your industry. After all, not every marketing tip should or does apply to you. What works for your industry means more to your business than a tip that may work better for another industry – and worse for yours.
For starters, the content length you put out on social media and on blogs varies based on your industry. A B2B-oriented company that specializes in complicated, high-tech, or industrial services benefits from longer content that is more detailed and complex than what you might ordinarily find on Facebook.
In contrast, a mass-market company in retail or manufacturing typically does better with shorter content that highlights very specific features and details about the product.
How visual you need to be also varies by industry. Certain industries are very visually-oriented. An orthopedic surgeon, for example, can convey a lot of information visually about injuries and treatments. A retailer can share product images. A remodeler can share pictures of renovation projects.
An accountant or lawyer, on the other hand, typically won’t share much in the way of images save for infographics. The same goes for most service providers. When deciding how visual you need to be, just take a look at what you do. Can you easily communicate it to others using only pictures? If so, you’ll probably need to be very visual.
Also, brainstorm what your typical client wants and needs to know about what it is you do. They may expect content that is completely different from businesses in another industry. They may even expect an entirely different tone and approach, too. Use your expertise to analyze what customers need to know and what they expect, and incorporate that into your content marketing.
With these tips, and some insight into your industry, you can create a content marketing strategy that does a better job of tailoring itself to your industry and your particular line of work.