Content marketing strategy
Content marketing is one of the strategic marketing approaches used by businesses to create and distribute value through consistent and compelling content. This strategy will help them retain their target audience and attract more customers, followed by improved profit. A well-planned content marketing strategy will help a business or a brand to meet their marketing goals online.
According to the latest findings of Content marketing Institute, it was identified that the businesses who don’t follow a documented content marketing strategy is about 63%. Having a content marketing strategy is important for businesses; otherwise their efforts may go wrong.
Luck doesn’t work every time, hence to have promising success in their content marketing efforts, 47% of businesses worldwide work with a well-documented content marketing strategy. If you’re in that success group looking for the best content marketing strategy for your company/ business, you’re at the right place. Stay tuned!
The ideal content marketing strategy will definitely help drive more traffic to the business website, followed by boosted conversions. Here’s our easy ‘5 step by step guide’ to create the best content marketing strategy.
- Set the content marketing mission followed by the goals
- Know your audience well
- Identify the best channels and content types based on the current business position
- Allocate right resources and start creating content
- Content distribution followed by analysis and optimization
Step 1: Set the content marketing mission followed by the goals
A good starting point for the businesses to plan the content marketing strategy is to recognize the goals of the content marketing campaign. For example these goals can be either,
- To generate more leads
- To guide more traffic to their site with successful Search Engine Optimization (SEO)
- To improve the perception of the business for a great brand personality
- To obtain data such as names, email addresses from the leads
- To obtain more signups from customers
- To obtain new email subscribers well
- To reduce other means of marketing costs
- To boost social media engagements
- To generate more sales and revenue
Once the goals are set, businesses can create their content marketing mission, highlighting the important and non-important practices to keep their content marketing strategy on track. A great mission statement will highlight,
- Target audience of the content marketing campaign
- The content to be used to reach them
- The benefits that the people will get from your content
Once the mission statement is done, it’s time to hop in to the second step.
Step 2: Know your audience well
To recognize the target customers, businesses can follow the three easy steps stated below.
Collecting demographics data on target people:
Demographics data such as age groups, gender, level of education or income levels, etc. should be identified based on the nature of your business, brand, product or services.
Businesses can find demographic data based on existing customers of website visitors, email subscribers, or social media followers. These data will help businesses to recognize the nature of their target audience.
Collecting customer feedback:
Every piece of customer feedback is essential for businesses. These are great tools to find about how the customers feel about their product, brand/ business, the crucial needs of customers, how to tackle their problems and where marketers can reach the target audience.
Create customer avatars:
To create a customer avatar is the last step to learn well about the target audience. Customer avatars demonstrate who the ideal content readers and customers of a business help the businesses target content well.
Step 3: Identify the best channels and content types based on the current business position
To identify a current position in content marketing, a business can perform a content audit based on all the content published up to date on their website, blog, social media posts and so on. The businesses should then assess the usefulness and success of such content posts as it will help them understand the gaps between what’s in use and what is expected.
In the meantime, businesses should find where exactly they’ve made a successful online presence. Web analytical tools such as Google Analytics and other social media analytical tools will help businesses to fulfill this requirement. Many businesses use SEO to guide traffic towards their website. Also, there are many online tools available to track the conversions of this traffic.
Once the best channels are recognized, businesses can decide on the ideal content types to help their content marketing strategy with. One of the most popular and best practices that many businesses exercise online is building the core content and publishing it in their website and then propagating the content in other sites such as on Facebook, Instagram, as a blog post etc.
Whatever the content the businesses publish, it’s vital to reassure that every piece of a content post is compelling and will create a sense of authenticity about the brand/ product in target customers’ minds. A content reader will not be converted into a buyer unless your content has the above qualities. The type of content posts should be recognized based on the nature of your business. They can be blogging, video marketing, infographics, email marketing, podcasting, webinars, social media posts, white papers, slide decks and so on. For example,
- A clothing store will perform better online when the content posts are created based on a video, images, infographics, etc. People like more visual repetition of the products in such a case.
- An online marketing consulting company can create and distribute mostly text-based content on blog posts, on their site, on other social media platforms, etc. People love to read blog posts or text posts when they’re super relevant to what they are looking for.
The best content type for a business/ company will be identical to another business/ company, so it’s important to know that to maintain their going concern.
Step 4: Allocate the right resources and start creating content
Now that your plan on what type of content to be created, for whom they are created and where to post them is completed, it’s time to plan on the resources such as tools, content team, work flow etc. For example, answering the following questions will help businesses allocate resources effectively without missing any piece.
- Which team is in charge for producing content?
- Which team is in charge for maintain content?
- Which tools are required to create content?
- Which online and offline tools are required for analytics and monitor results?
- How content scheduling will take place?
Before a business starts to create a piece of content, there’s a lot of prep work to be done as discussed above. It’s then the time to pick a content title from the content schedule and start working on it.
Performing a thorough research on the selected content topic is important to find what’s already out their online and learn how to add more value from your content for the users. Many content marketers use skyscraper technique, which performs a Google search on the topic they’ve selected and then read and improve the top rated contents in the search result page to create more value.
Creating content is not a straightforward task. First, the content writer should think how the brand personality can be reflected from his/her content. Content should be written in a way that is not too formal, neither too informal. The writing style and tone can be recognized based on the target audience/ people they write the content for. The writer should build the content to caters SEO (Search Engine optimization) by integrating keywords effectively. There are plenty of online tools for businesses to decide on the keywords relevant to the content topic. So, creating content based on a well-researched keyword mechanism is very important for guiding your company.
SEO is a definite consideration for a great content marketing strategy to guide the people towards your website. If the content is crafted well aligned with the product or service offered by a business, there’s a high probability of converting a potential visitor in to a buyer. To funnel more people towards their online content marketing efforts, every step discussed above are essential to be customized based on the product, brand, company or the business.
Going concerned of a content marketing strategy always depends on how great businesses create value to guide them. A buyer still values authenticity. The ideal content marketing strategy will help businesses develop or build authenticity on online platforms to funnel more people towards their website, blog, or other online channels.
Traffic generated towards their online content channels (a website, blog, etc.) is the ideal evidence of the content marketing strategy’s success. Ultimately, a well-launched content marketing strategy will funnel your marketing efforts towards success to create more profit.