The Perfect Content Marketing Strategy is the SEO Engine to Drive More Traffic and Leads
If you want to rank in search and develop relationships with your readership you have to be doing content marketing.
Content marketing strategy is a great long-term investment has the power to bring in new customers, drive revenue, educate leads and customers, and eventually build a powerful brand.
And that’s why content marketing has been moving at a speed of light in recent years, and an increasing number of online businesses producing lots of content driven by a digital marketing strategy.
It’s not difficult to locate evidence to prove the effectiveness of content marketing for your business. For example, the Content Marketing Institute prepared a list of stats that show that having a good marketing strategy really pays off:
- Content marketing generates three times more leads per dollar spent than paid search
- Content marketing generates three times as many leads as outbound marketing while costing 62 percent less
- Small businesses with blogs get 126 percent lead growth than small businesses without
- 61 percent of U.S. online consumers made a purchase after reading recommendations on a blog.
If you decide to begin your way in content marketing, you’ll discover an endless number of tactics, methods, and techniques on the Internet. To help you make a good choice, we’ve compiled six steps to creating a content marketing from start to finish that you can use right away.
In the screenshot below you can see where Matrix Marketing Group is ranking #1. They receive about 40 clicks per day. Not bad from one long-tail keyword and great content.
The Matrix Marketing Group’s web dev folks used JSON Markup Language to help boost on-page SEO and it works.
Step #1: Determine Goals for Your Strategy
If you have any experience with marketing, you know that everything related to this field begins with goals. Content marketing strategy is not an exception.
In order to make effective goals for your content marketers, use the SMART strategy. It means that every goal is:
- Specific: clearly identify what you need to achieve
- Measurable: if you can’t measure a goal, you’ll never know whether you achieved it
- Attainable: ensure that you can achieve the goal within the deadline set for it
- Relevant: each goal should be helpful for your business, in both short- and long-term goal
- Timely: always have a deadline for each goal.
An example, of a SMART goal:
By October 20, 2018, our website should reach 2,000 subscribers.
Step #2: Research Your Target Audience
Once you have a clear understanding of why you’re producing content, you should shift your focus to who is going to consume it. Simply put, this step is all about answering the question: who are we trying to reach?
An excellent way to research your audience and define the final user of your content is to develop content marketing personas. A persona is a composite sketch of a target user based on validated characteristics that inform your strategy.
Content Marketing Institute recommends taking these five steps to create actionable content marketing personas:
- Envision an ideal customer and define their demographics, job title, company, industry, and experience
- Consider specific roles, goals, and challenges that the customer may encounter while performing their role
- Characterize their role in relation to your business’s buying cycle
- Fill in their personal communication preferences
- Map the results to create an engagement scenario
Step #3: Determine Content Types
Despite popular opinion, content marketing and creating content isn’t limited to blog articles. In fact, it includes social media content, emails, video, research studies/reports, case studies, eBooks, infographics, and other types of content.
Research what types your target audience prefers and focus your effort on producing them.
Step #4: Create Content
“Your content should be written on the topics that are most closely related to your product but also resemble the interests of your target audience,” recommends Ben White, a digital marketer at Proessaywriting. “For example, you can write about a problem that your potential customers encounter on a regular basis and which could be solved by your product/service.”
Also, develop the process of content creation, so your marketing team has clear guidelines. For example, your content writers may follow these steps:
- Come up with a topic (use Hubspot’s Blog Ideas Generator)
- Select a date to publish on your site, social media, etc.
- Research keywords
- Write an outline
- Write and revise a draft
- Publish the final version.
Step #5: Create Your Content Marketing Strategy
Only now you can begin creating your strategy. You have great content, know when to post/publish it, and have a long-term strategy, so it’s time for the promotion.
First, determine the techniques you’ll use to promote your content and how often. For example, if your promotional channel is a blog, you can post there one or two times a day. Or, if you want to use email marketing, it may be a good idea to send your subscribers two to three messages a week.
Step #6: Measure Results
Set up a dashboard using metrics from Facebook, Twitter, Google Analytics, or other tools or CRMs you might be using. The most common metrics to measure include page views, unique visitors, average time on page, bounce rate, email open rate, click-through rate, shares, and others.
The next phase of the plan is execution. At this point, you have pretty much everything you need to plan an excellent content marketing strategy. The only thing left to remember is to constantly measure and adapt your strategy to meet the ever-changing requirements and needs of your customers.