In the era of digital media, particularly during the COVID-19 pandemic where economic activities slow down, many businesses are trying to boost sales from digital platforms. Instagram, websites, and even TikTok have become common platforms for businesses to showcase their products. Now that consumers are becoming more selective and distracted, content marketing plays an increasingly bigger role in a consumer’s journey to purchase a product. 

Introduction to Content Marketing

At last week's session, Alia Marsha, managing editor from Campaign.com shared her insights about content marketing strategy to the Top 10 social enterprises of YCSEA 2.0. She highlighted that content marketing can actually attract more people to explore a company’s offerings if it has a digital platform with educational, entertaining, or inspiring content for them to consume first. For social businesses that are not familiar with this type of marketing, you may find it confusing in the beginning. So it’s important to do a lot of research. 

Not every business has the same approach, that’s why it’s imperative to know the cliche of your business. Business owners or marketing officers should keep up with trends, because creating good content is sometimes not enough. It also takes momentum and word of mouth.

Content Marketing for Social Enterprises

As a social enterprise, the social mission should absolutely be a part of its content marketing. So let’s pause a minute and try to remember, what are the social touch points of your enterprise? Does your business empower certain populations in certain areas? Is it eco-friendly? Or does it encourage people to live a healthier life? These values are the examples that you can tell people through the contents—how your products or services can make the world a better place. It should not always be explicit, sometimes you might tell them implicitly. 

Strategy in Content Marketing

When you plan a content marketing strategy for your business, make sure you know the digital customer’s journey: awareness, consideration, purchase, and retention. Why is it important? Every customer may be in a different phase of the journey. If you are new in the business, then you might consider to focus on content that will build customer awareness. 

It’s also good to experiment with different types of content. To really progress on what you are doing in content marketing, it’s also imperative to set goal, objective, and key performance indicators in the beginning and evaluate them after a certain period of time.

As the top 10 social enterprises explore the strategy and strength of their social enterprise for content marketing, don’t you think it’s time to witness their growth? Join the #BeSociopreneur Online Festival, where you get to see the Top 10 participants launch their enterprises! The festival is held every Wednesday starting August 5, 2020 and will be aired on @america social media channels.