Your content marketing strategy is designed to increase your company’s website traffic, lead generation, and drive sales.
A content marketing strategy is the foundation of all your content initiatives. Having a solid plan helps to ensure that the content you produce aligns with your business objectives, connects with customers, and enhances your growth. Before we jump right in, here’s a quick explanation of exactly what we’re talking about.
Content marketing strategy 101
A content strategy helps you create the kind of content that your target audience needs and wants to see, as well as building brand trust. Its primary purpose is to develop brand loyalty and long-lasting relationships with customers, which, as a result, means higher buyer retention rates and increased sales.
You can start developing your content marketing strategy by defining your goals and determining what success looks like for you and your business—whether this means improving brand awareness, customer engagement, educating your audience, or generating new leads.
Your content strategy will likely vary based on your marketing funnel and who you’re targeting. It could include blog posts, podcasts, videos, or infographics, but first and foremost, let’s start with what you want to achieve.
What are your content marketing goals?
Establishing your content marketing goals is necessary for creating an effective strategy. Without specific targets, you won’t be able to measure success and make data-driven decisions about what should come next—especially as set objectives can help prioritise content and allocate budgets more effectively.
A successful strategy will also boost your website’s performance on search engines. By keeping your content fresh and optimised for SERPs (search engine results pages), you increase the likelihood of ranking higher and, therefore, attracting more visitors to your website.
So, pick a goal. Driving traffic, widening your brand, or boosting sales, set an initial target to build your content marketing strategy around. Before you get started though, it’s absolutely critical to know your customers inside and out.
Know your target audience
In today’s highly competitive world, it is essential to understand your target audience in order to create products and services that resonate with them. Doing so helps you build a client-customer relationship and, ultimately, achieve your sales goals.
To identify your target audience, conduct some market research and determine what problems they have or want to solve. This helps you to understand their pain points and how your product or service can assist them—a great place to start developing your content marketing strategy.
Once you’ve collected your data, you can use it to create personas. Personas represent your target audience and help you make decisions about which content will likely appeal most. By understanding your personas, you can start to develop informed marketing campaigns, including the different types of content you’re going to create.
The many forms of content marketing
The biggest challenge when creating content is knowing what to produce. This depends on your target audience, budget, and objectives. For example, if the aim is to boost sales, then longer form material with a sales pitch might be more suitable. On the other hand, if the objective is merely to build traffic, you may find that shorter, more bitesize chunks are more beneficial.
Blogs are one of the most effective types of content, as they allow you to build relationships with readers and generate leads over time. They’re also an excellent opportunity to demonstrate your expertise by publishing informative articles regularly. As part of your content marketing strategy, you could also explore thought-leadership posts—which can be used to establish you as a market leader who can be trusted to deliver quality services.
Your content plan can incorporate a range of formats, such as articles, blog posts, whitepapers, and ebooks. However, make sure the chosen formats fit within the target audience and content funnel, so you can reach customers at different stages in the sales cycle and guarantee they find value in your brand—something you can achieve by using a content calendar.
How to create a content calendar
Content calendars are an essential tool for content marketing teams to use. They support planning and organising content, creation, publishing, and distribution across different platforms.
Your content calendar should be easy to access, track what works best, and identify who is accountable for each piece of content. Furthermore, it’ll enable you to identify any gaps in your content marketing strategy so that they can be addressed before having an adverse effect on the brand.
With your content calendar, the first step is to decide when to publish each piece of content, and this can be anything from a few days ahead to several months in advance. Likewise, when creating content, try to factor in how long it will take. Writing a blog post can take several hours, so plan ahead at least one week for this task.
Preparing and scheduling content ahead of time can save time and money, while keeping you organised and on track for deadlines. Content calendars help guarantee quality work that resonates with your target audience, but it’s just as important to revisit your published work and finetune it for maximum effect.
Manage your content’s performance through metrics
Measuring the performance of your content involves using metrics that accurately reflect your strategy, specific goals, and business targets. They can include:
Traffic: One of the most crucial content marketing metrics is traffic. Traffic stats let you know many people are viewing your site, how long they spend on it, and what they’re searching for.
Bounce Rate: A high bounce rate (the number of users who visit the site and quickly leave) suggests customers aren’t quite engaged with what they’re reading and are departing without making a purchase or engaging with other content on the site. How can you fix this? By refreshing your content and keywords, of course!
Engagement: Customer engagement is a critical content marketing metric—this includes the number of likes and shares you’re getting on various platforms. These figures determine how successful a campaign may be on social media. The more interactions you get, the more successful your campaign will likely be.
Metrics help to provide a comprehensive view of how your content is performing and can inform decisions about what works and doesn’t work for your brand. It goes without saying though, that a great content strategy needs great content, too.
Content marketing experts
Here at Linguakey, we’re content marketing specialists who bring customers and brands together. Through blogs, SEO-optimisation, web content, content calendars, digital strategies, and much, much, more, we engage audiences and generate business growth. Start unlocking the power of your content and get in touch today.