Content marketing is a marketing approach to attract an audience by giving them valuable contents as well as drive traffic to your website. According to Wikipedia “Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online”. It is often used by businesses in order to: entice attention and bring leads. Expand their customer base. Generate or increase online sales.
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It is found to be a great way of driving profitable customer action. It is used by many businesses giving valuable information to the people to increase their web visibility but to be able to have effective marketing a plan of action or strategy must be created. It is not only producing many contents but there should be an organized strategy to make it work.
Today, we will be learning how to create a content strategy that can drive your website n organic traffic as well as giving your audience valuable contents.
Let first define content strategy. It is a method designed intended to guide content marketing activities that meets a business objective Content strategy includes: content planning, creation, publishing, building up, monitoring and search engine optimization. It is composed of all types of content created such as videos, blog posts, podcasts, and social media posts. The content produced must be focused on the target audience. This is also used to move people further towards sales.
Each content produced must serve a different purpose. For example, a blog post intended to rank on Google to attract more leads or creating a video that can educate your audience about your product.
How to Create An Effective Content Strategy:
- Define your goal. Your content must have a clearly defined purpose:
- Earning backlinks to drive traffic.
- Rank well on search engines and YouTube.
- Educate your audience.
- Encourage engagements in social media sites.
You might set a goal that is SMART: specific, measurable, attainable, realistic and time-bound. Example of a SMART goal:
Specific – aims to increase blog traffic by producing more contents with a frequency of 3-5 published articles per week.
Measurable – increase traffic by 15%.
Attainable – blog traffic increases by 7% when the frequency of blog published is from 2-3 times per week.
Relevant – increasing blog traffic encourages brand awareness and makes more leads from search engine optimization and social sharing.
Time-bound – after 3 months.
SMART Goal: After 3 months, the blog traffic increases by 15% by producing and publishing contents to 3-5 times per week.
Define Target Audience
What is your target audience? Example: people ages 16-35, female, single by defining your audience, you can be able to create a content intended for women ages 16-35 and single. Another factor is to determine their needs, interests, and emotions.
How do you do it? First, create a buyer persona and try to answer the following questions:
- Where do they live?
- How old are they?
- What gender are they?
- What are their interests?
- Who do they follow online?
- What is their level of education?
- What kind of jobs do they have?
- How much money do they make?
- What motivates them to purchase something?
- What concerns them most when making a purchase?
By creating a well-defined target, you can determine the right topics for your audience.
Create Effective Content Topics
So, your target audience should define everything about your content. If you want to generate leads from search engines and increase your social engagements, make a content that your target audience like.
Do this by knowing what your target audience is looking for based on their search and the interaction they made. There are a lot of ways and one of them is through SEO tools to see what people are looking or searching on the search engines.
Tools that you can use: Google Keyword Planner, SemRush, Ahref and browser extension Keyword Everywhere.
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How To Do Keyword Research?
- List relevant and important topics based on your target audience.
- Note the number of people searching these terms.
Example: Using browser extension, you can be able to see keywords on search engines like Google, Bing, YouTube, Amazon, eBay, or Etsy. Keywords Everywhere will show the search volume, cost per click, competition. Look for keywords that have a monthly search volume of thousands or ten thousand. The volume is large to draw enough traffic, but not so large for the content to be lost. Turn keywords to content topics.
Most successful content marketers prioritize their audience need over their own sales or promotions. Visit BuzzSumo to come up with content ideas. It will allow you to see good performing contents for specific keywords.
- Determine an effective content format.
- Blog posts
- Graphic and infographics
- Social media post
Each of these formats has plenty of options like video marketing: vlogs, reviews, how-to’s, behind the scenes, interviews, skits, or Q&As.
Posting consistently is very important. Schedule your post to build momentum to attract the audience. The type of content you created will determine the frequency of your posting. The longer the content the lesser you post.
Plan Content Promotion Activities
Promote your content to your mailing list, share on social media channels, make contents in different formats, or pay to promote high performing post on social media channels. Social media tools used for scheduling post-Hootsuite and Buffer.
Optimize Your Content
Make a spreadsheet and monitor the performance of your contents. You can improve your content strategy by tracking the performance of your articles.
Update Previous Contents
Search engine optimization can update previous contents uploaded. When the blog post become outdated, you can remove some parts and replace with new information using optimize keywords. Old contents can be updated to make it useful and relevant at present.
Content strategy is a guide for successful content marketing. It enables to create an effective content performance. In creating a content strategy, remember to create a SMART goal, define your target audience, establish effective content topics, identify the adequate content format, determine your posting frequency, plan your marketing strategy, track and improve content marketing efforts and update the previous post. Follow the guide and you will not be lost on your content marketing.