If you think content marketing is a collection of blogs, Tweets, Facebook posts and web pages working in conjunction with a businesses’ goals, you’re technically right. However, while well-written, quality content and social media outreach are vital, there is so much more to wrap your head around.
Good content resonates, persuades, and offers something of value to your customers, but it also needs to meet your content marketing goal, reach your audience and be keyword rich for SEO purposes. Content marketing is an art, and to put an effective strategy in place, there are many boxes for you to tick.
Define Your Content Marketing Goal
Why are you making content? What is its goal? Do you want more traffic to your site, more conversion rates, or to increase your business’s authority? Answering such questions at the beginning means you create content with a clear goal in mind. Aimless content will only waste your resources, as well as time and money, so knowing the ‘why’ before can help keep your whole company on track, and on budget.
Create Audience Personas
Like buyer personas, your audience personas are fictionalized representations of your ideal customers. Create content with these personas in mind. You will, most likely, have more than one audience persona, with different content goals in place. If your product, for instance, is a smartphone for high-earning business owners, but also for the members of the public who enjoy luxury items, then these two types of customers will have different professional and personal lifestyles.
Bullet point their attributes such as age, gender, location, likes and dislikes, salary and job title. Also, include stock images of your customers so that you can easily visualize them. You need to have a connection with your audience.
Then, go one step further and determine how your customers are going to find your content. Answer the following questions:
- Do they search on Google, Reddit or Quora when finding ideas and answers?
- What social media platforms do they use most?
- How active are they online, and if not, how else can you reach them?
A professional may, for example, spend a lot of time on LinkedIn. If so, write authoritative blogs and post them on LinkedIn. Connect with your audience and invite them to take a look at your content.
Do Keyword Research and Brainstorm Ideas
Once you know who you are creating content for and who your audience is, it is time to brainstorm ideas on the content you are going to write, as well as the keywords that will heighten your online visibility. It’s estimated that 40 percent of US internet users blocked ads from their electronic devices in 2016, with the figure to grow to 30.1 percent this year. Businesses need to find organic ways to advertise their products and/or services; keyword research and SEO can help with this.
Keyword research is no simple task. You need to determine what keywords have traction, which are too competitive, and how to implement them into your content. Digital Mark Group offers keyword targeting services so that you are using the best performing keywords in your industry. Experts in SEO and keyword research can eliminate second-guessing which keywords are worth your time.
For your content marketing to be a success, you need to remain strategic and not forget your goal. Before you start writing your content, collate at least fifty or more ideas and how you will execute the content. Write them up and schedule them to be released ahead of time. You need content to be released continually, so keep adding title ideas every week.
Know How to Write Your Content
There are a variety of ways to format your content: blog posts, infographics, podcasts, and videos. Use them all, but also use them well. Your content must tell a story that will resonate with your audience, and it should also be easy to read and digest.
Last year, the average time spent reading articles was 1.90 minutes on smartphones, and 2.62 minutes on a desktop. This was down from previous years. You need to grip your audience. However, you also need your content to be reader-friendly, that can be skimmed through quickly. Breaking down your content into bite-sized chunks and having sub-headings to catch attention can help. These tidbits can also provide answers to your audience’s questions more easily.
Crucial points to remember when writing content include:
- Outline what the article is about in the introduction
- Add details, statistics, quotes, etc. in the bulk of the article
- Write a great headline to catch the eye of your customers
- Keep video content short
- Communicate to your watcher through hand gestures
- Be specific with what you are discussing in your podcasts
- Invite guests to join your podcasts
Once you have created your content, it’s time to market it on social media. Nowadays, it is impossible to keep the two separate and social media is a quick, easy and affordable way to promote your content and engage with your customers. Follow these steps and you’re sure to provide your customers with great content marketing.