Content Marketing Strategy (GEC Designs Blog)

6 Steps to Create an Effective Content Marketing Strategy

What is Content Marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and ultimately, to drive profitable customer action.- Joe Pulizzi, Founder of Content Marketing Institute.

Content marketing Statistics & Facts

  • According to Forrester, The average person consumes 11.4 pieces of content before making a purchase
  • Per curata, long form contents generate 9 times more leads than short form contents
  • Per Hubspot, B2B marketers that blogged 11 + times per month had almost 3 times more traffic than others.
  • According to Hubspot, 53% of marketers say blogging is their top content marketing priority.
  • According to Demand gen, 95% of B2B buyers consider content as trustworthy when evaluating a company.
  • According to Kapost, Interactive content generates 2 times more conversions.
  • Content Marketing

    According to content marketing institute,

  • Content marketing gets 3 times more leads than paid advertising.
  • 93% of B2B marketers are extremely committed to content marketing.
  • 92% of marketers said their organization views content as a business asset.
  • Most popular type of content is social media posts (91%) then case studies (70%).
  • 53% of content marketers use interactive content.
  • 72% of B2B marketers use video content and 76% of B2C marketers use video content.
  • Content marketing costs 62% less than traditional marketing.
  • 6 Steps to create an effective content marketing strategy

    1. Define your goal

    There are some goals when content marketers creating a content. Without Defined goal you cannot create an effective content. Determined Goals will give direction to the content marketers. Content marketing goals should be S.M.A.R.T goals which mean Specific, Measurable, Attainable, Relevant and Time bound.

    Some key goals are,

  • Build Brand awareness
  • Website traffic
  • Build your reputation
  • Audience engagement
  • Generate leads
  • Drive Upsells
  • Improve loyalty and retention
  • Grow your social community
  • Increasing your marketing ROI
  • 2. Understand your audience

    Understand your audience is a key to content marketing success. Understand who your audience are? Understand some basic factors such as their age, gender, education level, income, occupation and interests.

    And also understand,

  • What does your audience want?
  • What type of content formats and topics they prefer?
  • Where are they getting their information?
  • What are their problems?
  • How can your content solve their problems?
  • What is the best time to reach them?
  • You can gather data from many ways,

  • Direct interviews
  • Surveys
  • Research websites they visit
  • You can also use website survey tools like Google forms, Survey monkey and Typeform
  • 3. Identify content formats

    What types of content are you going to create? There are lots of content formats out there such as articles, slide share, Infographics, videos, interactive contents, e-books, social media updates, webinars, testimonials and so on. Identify content formats will help you to reach your target audience.

    Top content marketing formats in 2018

  • Visual content are going to be big in 2018 like Videos and infographics
  • Videos - According to recent study 80% of brand audience would rather watch live video than read a blog.
  • Infographics - According to Mass planner, Infographics are liked and shared on social media 3 times more than other forms of content.
  • Interactive content –According to CMI survey, 81% of marketers believe that interactive contents grab attention quickly.
  • Blogs – According to Techclient, website with blogs have 434% more indexed.
  • Webinars – Webinars are effective for lead generation.
  • Case studies – According to content marketing institute, 73% of B2B marketers publish case studies.
  • Reviews – According to collective bias, 60% of consumers check online reviews while purchasing.
  • Content can also have a significant impact on buyer’s journey.

    Content for every stage of buyer’s journey
    Content Marketing infographic
    Awareness

    This is the first stage of customer’s buying cycle. At this stage an individual becomes aware of your product. They are looking for information in this stage. Develop brand awareness with your content. This is the opportunity to earn your buyer’s trust.

    Types of content formats at awareness stage

  • Blog posts
  • Infographics
  • PPC ads
  • Videos
  • Analyst reports
  • E-books
  • Social media posts
  • Educational webinars
  • Consideration

    At this stage buyer still in educational mind and they looking for information which will make them more confident. You will need to provide contents that help them to narrow their choices. Provide strong evidence that suggests your products or services.

    Types of content formats

  • In depth blog posts
  • Case studies
  • Buyer’s guides
  • Testimonials
  • Reviews
  • Product comparison guides
  • FAQs
  • Demo videos
  • Live webinars
  • Preference

    This stage leads to purchase decision. Consumers are now interested about your product or service. Explain them how you distinguish from your competitors and the benefits of your products or services. You must grab the attention of your visitors at this stage.

    Types of content formats at preference stage

  • Emails
  • Landing pages
  • Case studies
  • Product demos
  • ROI calculators
  • Infographics
  • Purchase

    Now they are ready to buy your product. A good content can improve your conversion at this stage. Highlight your unique advantages. Make sure the purchase process is easy and quick.

    Types of content formats at purchase stage

  • Product demos / user manuals
  • consultation
  • Product reviews
  • Free trails
  • Vouchers / Coupons
  • Troubleshooting videos or articles
  • Special offers
  • This stage does not conclude the buying process.

    Loyalty

    At this stage you have the opportunity to build a strong relationship with your customers. Increase customer satisfaction. You need to provide value to obtain returning customers. They recommend your brand to other consumers at this stage.

    Types of content formats,

  • Feedback forms
  • Service and warrantee information
  • Email marketing / News letters
  • Surveys
  • 4. Create an effective content

    Creation is the key to content strategy. The success of the content marketing is depends upon content creation. It consists of ideation, creating, editing and optimization.

    Qualities of good content
  • Informative – your content must provides value to your customers.
  • Readable – make it easy to understand. Use bold text, bullet points and so on.
  • Entertain – entertain is one of the vital component for good content.
  • Original – If you want to get more traffic to your website you must create original content.
  • Sharable – your content must be easily sharable on social media.
  • Actionable – It must tell your customer what to do next?
  • Accurate – If you present someone’s opinion on your content make sure to give credit to them.
  • Engage – Stories help you to engage your readers.
  • User friendly format – Use short paragraphs and use font which is easy to read.
  • Targeted – your content must fulfill your audience needs.
  • Optimize your content that will help your webpages to rank higher in SERPs.

    Focus on keyword research. Google keyword planner will help you to find your keywords. Target long tail keywords and that have 2.5 more conversion than short keywords.

    Focus on creating strong headline to your content. Headline is important part of your content. According to copyblogger, on average, 8 out of 10 people will read headline copy. Create enticing headlines that use keywords naturally. ShareThrough Headline Analyzer will help you to analyze your headline and gives a score.

    Make sure to write title tags and Meta description for all pages which include appropriate keywords. Keywords should be used in alt text and anchor text also. Make sure that your content is free of spelling and grammatical errors. Check this post to Improve your website SEO.

    If you are producing visual contents, include written summary, that will help search engines to find the content

    5. Promote your content

    After content creation you need to publish and promote your content. Without promotion your content marketing strategy will not be successful. Understand, Where your audience looking for online content.

    Some effective ways for content promotion

  • Share your unique, valuable content on social Medias like Twitter, Facebook, LinkedIn, YouTube and Instagram which is helpful for your ranking and your backlinks as well.
  • Use paid Ads to promote your content.
  • Use emails also. Email marketing is an effective way to promote your content.
  • Influencer marketing is another effective way.
  • Submit your content to content communities like Quora, Blog engage , Bizsugar and Inbound.org.
  • Internal linking – link to your new content from old.
  • Guest blogging – Write for others and include links to your content.
  • Develop content schedule and publish your content consistently.

    6. Evaluate your performance

    Now you need to measure your results and it depends on objective of your content. You need to measure the content performance for whether the content marketing tactics are actually works or not and know where the content needs improvement? Google analytics tool will help you to measure the results.

    Some KPIs (key performance indicators) to measure your content marketing success are,

  • Website traffic
  • Bounce rate
  • Number of likes and shares
  • Number of comments
  • Number of followers
  • Number of leads
  • Number of downloads
  • Page views
  • Page visit duration
  • Conversion rate
  • Click through rate
  • Benefits of content marketing
  • Effective content will bring more traffic to your website.
  • More content means more opportunity to rank higher.
  • Content helps you to build authority and credibility.
  • It can help you to build brand awareness
  • Great content is an effective way to generate leads.
  • It will help you to build trust with your audience.
  • It will help you to build relationship with your customers.
  • Content helps you to increase brand loyalty.
  • Content marketing is cost effective
  • Quality content helps you to get more social media followers.
  • Conclusion

    Your content must be adding value to your audience and that is the secret of content marketing. Content marketing creates positive brand image.Importantly content marketing is a never ending process and it needs revise on regular basis. Improve your content marketing strategy continuously and maximize the ROI.

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