Online Content is the meat and veg of your inbound marketing strategy. While content marketing and inbound marketing sound very similar in definition, content marketing is actually a part of inbound marketing.
According to the marketing platform, Hubspot, content marketing is a marketing program that centers on creating, publishing, and distributing content for your target audience to attract new customers – your online dating business. Inbound marketing is the entire strategy involved with creating and sharing that content to your future members. The question is, with everyone jumping on the inbound train, how do you create content that’s truly unique? Use these rules to when developing your content marketing strategy.
Creating content shouldn’t be a race against your competition. It should be created specifically for your niche audience. Developing buyer personas should be one of the first steps in your inbound marketing strategy. These fictional characters will dictate the content you create.
In creating your personas, you’ll actually find that the content you need is identified right from the start. What is your customer looking for? What are their challenges? How do they like to receive information? The answers to these questions will better equip you with topics and distribution channels to use to reach your target dating audience.
Now that you know where your users frequent to find information, set up channels which allow you to reach them on a consistent basis. A blog, social media, or newsletter allow you to create new content which can be targeted to specific people and their current situation.
Don’t Be Pushy!
One of the major reasons inbound marketing works is because it does not rely on traditional interruption-based promotion tactics. Whether you’re developing content for an ebook, blog post, or social media update, focus on helping the reader rather than scaring him or her away with traditional “BOGOF” or pushy content.
Tip sheets, guides and marketing advice for your white label dating site
Dating templates and upgrades to the dating platform
Blog posts and “how to” articles
Emails to approved and relevant contacts promoting your site
Decent “Calls to actions”
As your prospects move through the buyer’s journey towards becoming a customer, their needs will change and so should your content. Content at the awareness stage can be high-level and generic whereas content for a persona at the buying or joining stage can be a little more niche specific. Labeling your content as an awareness, consideration, or decision stage piece is a great way to ensure your content helps your users transition to becoming a fully paid up member.
Share, Share and Share
Using an editorial calendar will help you create unique content on a consistent basis, and help you become more productive. Not only will you easily identify gaps in your content strategy, but you can also assign tasks to your team members. Think about romantic events, Valentines. Also the busiest times for Dating Platforms are generally just after New Years!
How well did your dating members engage with the content you shared? Here are a few ways to measure:
Number of likes/shares on your social media
Comments on a dating blog or post
Downloads of an offer/PDF
General website traffic stats (views, clicks and conversions)
Knowing which pieces of content generated more traffic or engagement will help you identify what works and what doesn’t. In fact, there are no rules against re purposing that same content!