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 content marketing institute,
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,
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,
You can gather data from many ways,
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
Content can also have a significant impact on buyer’s journey.
Content for every stage of buyer’s journey
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
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
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
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
This stage does not conclude the buying process.
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,
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
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
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,
Benefits of content marketing
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.