Content marketing is one of most effective marketing opportunities for businesses of all sizes, and across all industries. But if you’re going to get your content marketing right, you need to have a smart strategy in place. In this article we’ll take a look at seven steps you can take to build a better content marketing strategy.
It is important to remember that before you can create a successful content strategy, you need to know your audience. You can have fantastic content – but if it doesn’t appeal to the people visiting your site and your social media, then it won’t be doing anything useful for your business.
Take time to collect data on the demographics of your audience – their age, gender, income, and more –to create a buyer persona or an overview of the kind of customers that buy your products. Create content that answers the questions and addresses the concerns of these customers.
When you understand your audience, the next step in the process is to establish your goals. Trying to create a content marketing strategy without any goals in mind effectively means that you’re doing it for no reason, and you won’t be able to measure the effectiveness of the work that you are carrying out.
Remember that while individual goals might be related – they can have a very different measure and wholly separate tactics to achieve them. For example, if your goal is to increase the number of first-time customers you reach each month, you would use a different approach to content marketing than if you were trying to sell add-on products to return customers.
It is crucial to understand what your competitors are doing in terms of their content marketing strategy – this can help you succeed with yours. Of course, if you create fantastic content that is better than your competitors, this can be a considerable advantage; but it is important to find those gaps in the market that you can successfully fill with your content.
It’s time to carry out a content audit on your site as well as your competitors'. Examine popular search terms that you want to be ranking well for, and see which of your competitors has the best performing content. It may well be the case that you can create content that will establish you as the industry expert.
When you are creating your content strategy, don’t shy away from user-generated content. Too many businesses shy away from user-generated content because they don’t have control over it. However, it can be an extremely useful part of your strategy.
67 percent of customers are influenced by customer reviews, and these are only one form of user-generated content that you can use on your site. Social media posts and videos are commonly created by users, so why not integrate them into what you’re doing?
Sometimes businesses make the mistake of thinking of content only in terms of blogs and written articles. In fact, there is a whole world of options available – ranging from videos, podcasts, and infographics, or more niche written content, such as ebooks and white papers.
Once again, this is an excellent time to take a look at the things that your competitors aren’t doing – this will give you the opportunity to corner the market.
It’s easy to forget that sometimes getting back to the fundamentals of creating excellent content is helpful for building a better marketing strategy. What are the top questions trending about your industry? What are the long tail keywords that pull up when people are looking for your company locally? Creating optimized content around keyword phrases will help Google connect your website with your ideal buyers.
It’s helpful to analyze your content monthly as well as quarterly. What are your most popular pieces of content? Do your website visitors prefer to watch videos or read blog articles? You should be regularly checking how your content is performing as well as what people prefer. This can then influence the future content that you create or repurpose.
At SMA Marketing our expert content strategists will do a deep dive into your analytics as well as research industry-relevant keywords to create a better content marketing strategy to reach your ideal buyer at every stage of their buyer journey. Contact us to learn more.
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