Content marketing is essential for all businesses. Brands and marketers alike are recognizing how important it has become.
Pinterest claims that 73% of users believe content makes a brand more useful. And now, over 90% of marketers are using digital content to approach their customers, reports smallbizgenius.net.
Having an effective content marketing strategy is vital for success
Attaining success in content marketing is all about hard work. The content that your post reflects on your brand, whether that’s text, audio, or video. But no matter what type of content you create, it should always be valuable, relevant, and consistent. The CMI 2019 B2B Content Marketing study reported that 90% of the best content marketers prioritize providing value to customers over brand promotion.
Appropriate content marketing ultimately retains customers and drives them towards profitable actions. Therefore, taking the right steps to create and implement a content marketing strategy can help:
- Provide valuable information to your current as well as potential customers
- Create brand awareness
- Educate people on how your brand or product can solve their problems
- Effectively reach your customers
- Personalize customer experience
- Broaden your approach by increasing leads
- Boost conversions
- Cost-effectively drive revenue
- Build relationships with customers
- Create a community around your brand
- Improve your online reputation
Creating a plan
According to marketinginstitute.com, 91% of the respondents of the B2B Content Marketing 2018: Benchmarks, Budgets, and Trends (North America), use content marketing. However, 53% find their organization’s current strategy moderately successful.
Whether you are the owner of a leather jacket online store or an online auto dealership, you need to remain competitive and profitable. So depending upon your niche, the content you provide should demonstrate who you are in the industry and the expertise your brand can bring. You’re going to need one hell of a plan.
If you haven’t started yet, or are new to the concept, you’re in the right place. And for those who already have a strategy in place, this is a great time to analyze your approach to content marketing. The digital world is constantly evolving. So if you’ve been using the same strategy for a while, you may discover some fresh, innovative ideas to include in your current plan. And keeping up with the latest trends is a sure way of getting ahead of the competition.
Here is a step-by-step guide for creating a robust content marketing strategy.
1. Write it down
Define your goals and write them down. Surprisingly, only 33% of B2C marketers have a documented content marketing strategy. The plan should be simple to understand and execute while bringing in more leads, visitors, and traffic to the website.
Having a written plan helps organize your thoughts. More importantly, it helps to guide your team and keeps everyone on the same page. But remember that just because it’s written down, it doesn’t mean that there isn’t room for change. Moreover, an outline makes it easier to adjust the strategy for new developments.
2. Identify your target audience
In order to produce content that resonates with your audience, you need to know who they are. Begin by researching and collecting data, thereby defining your buyer persona.
By knowing your target audience, you can create content that is more relevant and valuable, leading to more conversions. Furthermore, conducting market research regularly can help highlight changes in customer trends. You can then alter content and services to match your expanding customer needs.
Basic demographic information, such as age, gender, location, income, education, etc. can add exceptional value to your content marketing strategy.
3. Select the types of content
There is a variety of content that you can create. Some of the more popular ones include blogs and social media posts. Hubspot.com pointed out that businesses with blogs have shown 126% higher lead growth than those without while user-generated content on social networks has a 4.5% higher conversion rate.
Explore what content worked well in the past and see if you can promote similar ideas through various channels. While white papers and webinars remain popular types of content, buyers are increasingly relying on infographics, videos, and other interactive content. Moreover, creating content in different formats is a great way to reach a wider audience.
So, even if your competitors have a similar product, your unique content can prove that your brand is better. It can stand out in the content clutter. However, determine which formats fit into your budget.
4. Research keywords
Once you have an understanding of who your target audience is, you will have an idea of how they conduct their search. Start by making an extensive list of the primary keywords associated with your brand and your products/services. Include longer-tail variations to get targeted traffic to your site. Integrate them into your content to boost SEO and generate more organic traffic.
Remember to update this list to expand the potential of your content marketing strategy. Consider both competitive and non-competitive keywords.
5. Manage your content
Make sure to organize the content you publish. Plan a content calendar around topics that promote the brand’s message. The ideal strategy includes creating a well-balanced and diverse content that is relevant to current trends.
It’s crucial to promote and manage content in all formats to maintain consistency. Plus, utilize tools to track and gain valuable consumer insights.
Tips for adding extra oomph
If you are looking for additional ways to take your content strategy to the next level:
- Get visual: People love pictures. Use visuals such as images, infographics, videos, etc. to enhance your content.
- Go deeper: Create in-depth, high-quality, original content (also known as pillar pages) to provide greater value to users. Plus, use internal links to let readers dive deeper into your site instead of leaving after reading an article.
- Measure the metrics: To produce better results, track, collect and analyze consumer data.
- SEO: Optimize various aspects of the website to improve online visibility, from title tags to image alt tags to content.
- Get trendy: Incorporate all the latest digital trends, from AI to chatbots to voice search.
- Experiment: While you implement one strategy and study its results, you will know whether it was an effective campaign or not. You may need to try several tactics before finding the best one.
- Keep paid ads on the table: It may give your content the special attention it needs.
Content marketing is much more than creating and distributing content. It requires an effective strategy to attract and engage a specific audience. The content marketing landscape has experienced dramatic changes over the years, from building the foundation to planning and execution.
Not surprisingly, buyers are consuming greater content, especially during their decision-making process. But you now have the necessary, in-depth information required to create an impressive content marketing strategy for your business.
However, in order to stay ahead of the competition, continue to research, create, publish, and promote information that’s of value to your audience.
About Ashley Rosa: Ashley Rosa is a freelance writer and blogger. As writing is her passion that why she loves to write articles related to the latest trends in technology and sometimes on health-tech as well. She is crazy about chocolates. You can find her at twitter: @ashrosa2.