Effective Content Marketing for Media Companies: 5 Tips for Improving Your Strategy and Making the Most of Your Company’s Online Presence

Whether you run a single TV station in a top 10 market or multiple radio stations in a mid-size market, or really anything in between, there are some critical ways you can up your B2B sales strategy — and you might be surprised to learn that it has to do with marketing! 

The internet has evolved into a powerful marketing tool, and your business must adapt. 70% of marketers are actively investing in content marketing, and media companies across the country are tapping into this strategy effectively. With a strong content marketing strategy, you can build authority in your market, attract more qualified prospects to your station(s), and help your sellers turn prospects into loyal customers.  

Below are five effective marketing tips every media company should leverage for business growth In 2021 and beyond.  

5 Marketing Tips for Media Companies

1. Set Goals

A goal without a plan is just a wish. - Antoine de Saint - Exupery

You might be overwhelmed by the sheer amount of B2B content you can create, from social media and blog posts to eBooks and infographics. You want to make sure your content has a clear, measurable goal. Whether you’re aiming to increase your sales qualified leads or your email open rate, it’s important to make sure every piece of content you create can be tied back to your goals.

2. Know Your Audience

You can’t create content that attracts the right audience until you know exactly who they are. And who they are today.

You have to read the room. This can sound challenging in an online ecosystem, but there is a solution. 

Spend time creating target personas. Leverage the expertise of your sales team to identify what motivates and deters prospects from making a purchase. Ask them what questions they hear most frequently. Uncover the objections that are most pertinent right now. Identify the job titles, age groups, and other demographics and even psychographics that make up your target buyers. A great way to do this is also through surveys.

Compile everything you learn into a target persona profile that your team can refer to. Knowing your audience helps speak to your prospect as they move throughout the buyer’s journey.  

3. Understand Your Buyer's Journey

As a media pro, you likely already know that your content needs to resonate with prospects at every stage of the buyer’s journey. It should attract new customers, convince hesitant prospects to purchase, and encourage customer retention and brand loyalty. Map content for every stage of the buyer’s journey and create a resource center on your B2B website that your sales team can use to overcome common objections from prospects. 

Bonus Tip: If you don't have a B2B website where potential and current advertisers can easily find you and access information, start there! 

4. Keep Your Voice Consistent

Whether you’re creating a blog, a webinar, or a LinkedIn post, you want to ensure your B2B voice is recognizable across all marketing channels. If your prospect is watching a YouTube video and follows a link to your blog, there should be no doubt that they’re getting information from the same media company with the same positioning. 

5. Get Up Close and Personal

Personalizing your website content is a highly engaging way to attract prospective advertisers. 80% of consumers are more likely to make a purchase from a brand that provides personalized experiences. 

Look for ways to make your prospects feel seen. On your website, you have complete control over what certain users see based on the pages they’ve visited, their dwell time, their account activity, and more. You can also personalize by device and buyer persona.  

Stand Out With Content Marketing

Creating a strong, strategic content marketing plan for your station(s) will help you stand out in the increasingly competitive advertising landscape. It will also provide the framework you need to create content that will provide valuable information to position your sales team as thought leaders and start generating leads.