Content marketing is one of the best marketing strategies for any business, it is the best and powerful strategy to bring more audience to your business which means you have more opportunity to convert them as your customer.
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 the Content Marketing Institute.
You have probably heard one famous quote by Stephen Covey, “Goals are pure fantasy unless you have a specific plan to achieve them”.
Every marketing success depends upon its strategy. Without a strategy you cannot achieve your goal rather than it will ruin all your efforts, time, and money only. Isn’t it?
An engaging, compelling, high-quality, unique content is the key to the success of content marketing. If you are looking for the best way to increase website traffic, brand awareness, trust, and build a successful business, it is time to think about the best strategy to optimize and promote your content.
Content marketing strategy is a roadmap that tells you what type of content should you produce? How often do you publish? Who is your target audience is? And how will you go to distribute it? It helps you to create the right content for the right people at the right time.
In this article, we have listed 6 simple steps on how to create an effective content marketing strategy that will help you to reach your ideal audience.
Before diving into the topic, let’s have a look at some stats about content marketing which will help to understand the importance of content marketing for every business.
According to the content marketing institute,
Content marketing is a strategic marketing approach focused on creating, distributing, valuable, relevant, and consistent content to attract a targeted audience.
Before developing your content marketing strategy, you need to answer one question that is “what is your objective?”. All content marketing strategy starts with a clear goal and without a defined goal, you cannot create effective content. Determined Goals will give direction to the content marketers.
Make sure that your content marketing goals should be S.M.A.R.T goals which mean Specific, Measurable, Attainable, Relevant, and Time-bound.
Some key goals are,
Understand your audience is key to content marketing success. Even you have high-quality content, your content will be useless if no one engages with it. Your audience should feel this content is personally written for them when they reading your content.
You need to figure out who your target audience is, which helps you to create perfect content to reach them.
You should create audience personas which include demographics such as their age, gender, education level, location, income, occupation, and psychographics such as interests, hobbies, and preferences. But those data are not enough for creating a successful audience persona, you should understand your audience more than that.
You also need to understand,
There are many ways to collect information. You can conduct direct interviews, Online surveys, and Research the websites which your audience visits to gather data. You can also use website survey tools like Google forms, Survey Monkey, and Typeform.
Next, you need to find out, what types of content are you going to create? There are lots of content formats out there such as articles, slide shares, Infographics, videos, interactive contents, e-books, social media updates, webinars, testimonials, podcasts, and so on.
You should identify the right content format which will help you to reach your target audience and the right content format mainly depends upon three things including your product type, your audience behavior, and the social media platform that you use.
Content can also have a significant impact on the buyer’s journey.
This is the first stage of the customer’s buying cycle. At this stage, an individual becomes aware of your products and services. They are looking for more information at this stage, so you need to educate them. You need to develop brand awareness with your content that will greatly help customers or visitors to move forward. Also, this is an opportunity to earn your buyer’s trust and interest.
At this stage buyers still in the educational mind and they are looking for information that will make them more confident about your products and services. At this stage, You have to provide content that helps them to narrow their choices.
You should focus on comprehensive, impactful content that compels your audience to take action that you want them to do. Provide strong evidence that suggests your products or services will increase the probability of lead generation.
This stage is very important as this leads to a purchasing decision of your customer. At this stage, Consumers are interested in your products or services. Now, you must Explain to them how you distinguish yourself from your competitors and the benefits of your products or services. You must grab the attention of your visitors at this stage.
Now they are ready to buy your product. Good content can improve your conversion at this stage. So make sure that your content should be brand-specific and it should highlight the unique value proposition and the competitive advantages of your products and services. Especially, Make sure the purchase process is easy and quick.
This stage does not conclude the buying process.
At this stage, you have the opportunity to build a strong relationship with your customers. To Increase customer satisfaction, you need to provide value and it will gain returning customers, and a happy customer also likely to recommend your brand to others.
Content creation plays a significant role in content strategy and the success of content marketing depends on content creation. It consists of ideation, creating, editing, and optimization. Remember one thing before creating your content, you should use your content to differentiate your brand from your competitors.
· User-friendly format – make it easy to understand. Use simple language, Use bold text, bullet points and so on.
Recommended post: 10 simple tips to create engaging content
Now you should optimize your content that will help your content get higher search engine ranking in SERPs.
Focus on keyword research – content creation starts with keyword research. First, you need to find the targeted, related keywords to optimize your content. Google keyword planner and Ubersuggest will help you to find your keywords effectively. Target long-tail keywords and that have 2.5 more conversions than short keywords.
Check this post to know more about keyword research- the beginner’s guide
Focus on creating a strong headline for your content - A headline is an important part of your content. According to copyblogger, on average, 8 out of 10 people will read headline copy. Create enticing headlines that include keywords naturally. ShareThrough Headline Analyzer will help you to analyze your headline and it also gives a score to your headline.
Focus on Title tags and Meta descriptions - Make sure to write title tags and Meta descriptions for all pages which include appropriate keywords. Keep your title tag between 50 – 60 characters and keep your meta description below 155 characters.
Keywords should be used in the alt text, a body of the content, and anchor text as well. 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 content, including a written summary, that will help search engines to find the content appropriately.
After content creation, you need to publish and promote your content. Without promotions, your content marketing strategy will not be successful. Understand, Where your audience looking for online content and ensure to pitch your campaign there.
As a part of your content strategy, you will need to develop a content schedule and make sure to publish your content consistently.
Now it is time to measure the metrics and evaluate how well your content marketing strategy is performing? You need to find out whether the content marketing tactics are actually working or not and with some questions you can figure out the performance of your content.
Did you achieve the goal of your content marketing? Did your content compel your audience to take the necessary action that you want them to do? With those answers, you can identify what strategies are effective and where the content needs improvement.
Google analytics tool will help you to measure the results and social analytics tools like Buffer, Sprout Social, and Hootsuite will help you to measure your social media activities.
Some KPIs (key performance indicators) to measure your content marketing success are,
With the help of the metrics, you can able to update your content marketing strategy on a regular basis.
Your content must be adding value to your audience and that is the secret of content marketing success. Content marketing creates a positive brand image and that helps you to build trust among your audience. Importantly, content marketing is a never-ending process and it needs revisions on a regular basis. You should improve your content marketing strategy continuously for your success.
Content writer and Marketer
An enthusiastic SEO expert, passion for digital marketing with two years of expertise in writing Digital Marketing and SEO content. She is a Master of Business Administration graduate from a reputed university in south India. Her passion for SEO and online marketing helps her to stay up to date with the trends and strategies. Follow her on social media sites, to stay up to date with SEO, and Digital Marketing, Updates. To contact Raji, visit the contact page.