Content marketing is a vital part of a business’s overall marketing strategy and can profoundly impact generating sales and leads and raising brand awareness. Broadly, content marketing can be defined as the creation of online content aimed at a target audience to build upon a customer base, promote better conversion rates, and advertise new products or services to existing clients. Optimizing your content market strategy is an easy way to make sure that you’re reaping the full benefits of this powerful tool. Use the tips below to get started!
Begin With the Basics
Let’s start at the very beginning: the quality of the online content you’re producing needs to be of the highest quality possible. Text that is full of typos and grammatical errors can risk making your business look unprofessional and can actively put people off buying your products or services.
Proofread content carefully before publishing, and make sure that it looks visually appealing: big blocks of unbroken text can appear unwieldy. Make your content reader-friendly by breaking the text into manageable sections and ensuring that sentences are relatively short and concise. Use plenty of appealing images, too.
You may want to consider using a professional content writer to produce your content for you to ensure consistent high quality. There are also writing tools available to make sure that your text is error-free and succinct. Have a look at this review of one of the market-leading platforms designed to check for grammatical and typographical problems and analyze general tone and alert the user to possible plagiaristic content. Using an online writing tool is a simple way to ensure your content reflects positively on your business.
Define the Plan
This may sound obvious, but it’s really important to sit down and get clear on the purpose of your content. What are your main aims – what would you like readers to do as a result of reading it? Having a clear plan can help you to target your content more effectively and execute an effective strategy.
If the main driver behind your content marketing strategy is to build on your existing customer base by finding new audiences, then think carefully about how this can be achieved. For example, does your content need to regularly include discount codes to attract new clients, or do you need to be placing content on platforms that would make it visible to the new audience you’re looking for?
As part of the plan, think carefully about the calls to action that would be most effective to place in your content. This may require a level of experimentation to discover the calls most likely to drive up conversions, which is one of the reasons that it’s important to regularly assess your strategy to see what’s working well and what might need some tweaking. Metrics and tracking are your friends here: use these tools to analyze the effect of your new strategy.
Know What Motivates Your Customer
Getting a firm grip on what generates conversion from visitors to buyers is vital to building a customer-centered content marketing strategy. Figuring out what motivates the visitors to your website to make a purchase is key to understanding how to make your content work to your advantage.
Your website analytics is one of the best ways to discover what makes your customers tick and which parts of your content are working most effectively. For example, if your business sells home improvement tools and supplies, you may find out that the ‘How to Install a Bathroom Cabinet’ guide that you wrote and included on your site is acting as the pathway to purchase for the items featured in the guide. Where this is the case, it would be a great idea to write more of these guides linking to the relevant products you have for sale on your site.
What About Your Distribution Strategy?
So you’ve made a plan; you know your customers and what you want your strategy to achieve. But how about getting it out into the world and in front of the folk that you want to read it? This is where you need to think about the final part of the puzzle: the content distribution strategy.
You have your in-house channels, such as your website and social media platforms, and you could also consider using paid content distribution: this could include pay-per-click ads, sponsored content, and paid influencer marketing. You may also want to use paid social media ads to get your marketing message out to targeted groups on Facebook or LinkedIn, for example.
Lastly, you can also factor in earned content distribution channels: this is where your content is shared for free by third parties, such as when your product is reviewed or mentioned by a blogger or where your business and its services are discussed on a public forum such as Quora.
Review your distribution plan regularly to ascertain which channels are working best for your business, and consider keeping your content fresh by including webinars, infographics, or videos, as well as text-based content.