Marketing is constantly evolving, and it can be tough for businesses to keep up with the changes while also trying to run a successful operation. With a content marketing strategy however, making the most of your marketing efforts can suddenly become a whole lot simpler.
In 2020, it was reported that almost 70% of B2B marketers had a content marketing strategy in place, and that figure will only be increasing as people begin to see the benefits that these powerful strategies can bring. This piece will take a look at how you can get started greeting a killer content marketing strategy for your business that will no doubt get more targeted leads flying in.
Define your content marketing goals: What are you hoping to achieve?
A content marketing strategy can benefit numerous areas of your overall marketing campaign, but understanding exactly how you want to benefit is key, as you’ll need to have a focus to make your strategy powerful enough to succeed. Whether you’re looking to increase traffic, get better quality traffic, see more conversions, develop your reputation or brand awareness, a strategy can seriously help.
A good place to start is accurately measuring how well each part of your business is performing already. There’s no need to focus a content marketing strategy on something that is doing well. For example, you might be seeing plenty of traffic but just not enough conversions coming from that traffic. In that case, your issue is likely with your marketing funnel. Identifying where to focus your efforts is vital, as this will eventually make your content marketing campaign more streamlined, and therefore more effective. Some of the most popular tools to measure your marketing metrics include:
Set yourself content marketing goals
It’s no secret that content marketing can drive sales and revenue, but you need to be able to set realistic goals if you’re going to get anywhere with it. Once again, looking at your marketing metrics will be able to inform some of these decisions. You’ll need to assess your conversion rate, traffic to your key pages and the amounts of leads you’re currently generating from various channels.
From there, you can set more specific goals, such as increasing leads by a certain amount month on month. Being able to predict lead volumes in this way can help to inform other elements such as budget and timeframes. All of this combined with a powerful content marketing strategy is sure to yield great results.
Define your target audience
Before you start thinking about producing content, you need to take a deep dive into your target audience. It’s about so much more than just what content they would like to see and what will encourage them to buy. You need to think about:
- What does your target customer look like?
- What do they enjoy?
- What goes on in their day-to-day life?
- What do they want to read?
- How does your service/product benefit them?
- What problems does your service/product solve for them?
- What would they want to know about your service/product?
Analysing your prospective customers in this way will definitely inform the approach you take with your content strategy. As soon as you know who you’re selling to like the back of your hand, you’ll be able to craft relevant, targeted copy that is sure to entice them to trust and purchase your product or service.
Decide what type of content you should create
With the data analysis and audience insights out of the way, you can start looking at the types of content you can create. In this digital age, there are multiple avenues to explore when it comes to content creation and once again, it’s something that is rapidly changing.
To decide where you should begin, think about which content channels are going to help you achieve your goals, and which will bring in the most traffic and leads? Will you start producing content for young professionals on LinkedIn, or are you targeting the B2C market on Instagram? The channels you are using will be the first step to informing your content production. From there, it’s pretty much up to you. You could create:
- Social media posts
- Outreach articles
- E-books or downloadables
Think about what your customers will most easily consume, and take your own strengths into consideration. If you don’t have the resources to produce quality video content, focus more on blogs or social posts until you have capacity to increase your budget.
Keep SEO in mind
A content marketing strategy is not going to perform to its full potential if you don’t also keep SEO in mind. Particularly if you’re choosing to create blog content, you need to make sure each piece is optimised to appear in the search engine results and point to some of your key product pages. To do this, you’ll have to look into performing some keyword research and creating a keyword strategy alongside your content marketing one.
Create a content calendar
Organisation is key if you’re to see your content marketing strategy yield real results. A good place to start is a content calendar, as it will help you to remain focused on what you need to produce and will allow you to keep the posting schedule consistent. Make sure to Include a title and description of the content, a due date, where it will be published, relevant keywords and any plans for promotions. Having all of this information in one place is sure to make your life easier and your content production running smoothly.
Constantly assess your content marketing efforts over time
Once your content marketing strategy is in place, it’s important to use data analysis and track exactly what has and hasn’t been successful. This will help to inform how you can make continuous improvements to your strategy to ensure the best results possible for your business.
Looking into data will help you realise where you should be focusing your time, and also where you should pull back or stop wasting resources. For example, if you’re spending hours producing long-form e-books but your data is telling you that your audience prefers short social posts, you can reallocate time within your team to instead produce more optimised and engaging socials.
Creating a killer content marketing strategy takes time and focus, but done right can make a serious impact on your traffic, leads and conversions. Get started now before your competitors get there first!
|About the Author: Larry Kotch is the co-founder of The Brains, an award-winning digital marketing agency. Ranked #3 in B2B Marketing’s Global 30 under 30, Larry leads a dedicated, remote team of talented digital marketing professionals.|