Whether you are renewing your content marketing strategy or starting from scratch, it never hurts to brush through best practices in order to develop a successful strategy.
This ensures that you are up- to- date with the main ideas to engage your public and stay ahead of the competition.
According to a Hubspot survey, almost 70% of businesses are actively investing in a content marketing strategy today. Not having one means already being one step behind the competition.
So, here's what you need to develop a successful content marketing strategy!
Content marketing strategy will increase your results
Thus, having a strategy is imperative. But what does it mean for you?
Basically, it concerns the management of all types of content that your company creates to generate engagement with your audience.
Your strategy should be focussed on answering the following questions:
• Who will read your content? It is necessary to identify the basic characteristics of the people who will consume your content;
• What problem will your strategy solve for your audience? Your product or service solves a problem for those who buy from you, right? Your strategy should be based on showing this to your potential customers;
• What makes you unique? Probably other companies offer the same as you, but what sets you apart from the competition? Why should your audience choose your brand?
• What content formats does your audience consume the most? Videos? Blog posts? Infographics? Your content marketing strategy should include those formats that allow you to communicate with your audience effectively;
• On which channels will you publish your content? The content you create needs to be shared on different channels - choosing which ones is an important decision to make;
• How will you manage the creation and publication of content? Finally, you need to think about how the content will be created (will you do it internally or hire someone from outside?) and how the publications will be made.
What does a successful content marketing strategy look like?
Now, let's take a look at what a successful content marketing strategy should look like:
1. Define your goals
Your content marketing strategy must have a direction - and it must be measurable. Answer the question: why do you want to produce this content? Do you want to generate more engagement and gain the loyalty of those who have already bought, or do you want to reach an entirely new audience?
Before you start, think about your goals and how you’ll measure to see if you’re on the right track.
2. Define your buyer persona
Content marketing revolves around your buyer persona, or ideal customer.
Even if you've defined your buyer persona in the past, it may have changed over time, and may be different for the content strategy you are working on. That is why it is important to conduct a new survey with your customer base to understand who they are, what their pain point is and what motivates them.
3. Search for keywords
Research suggests that 95% of people only look at the first page of results when searching for something on Google. This means that the farther away you are from the first few results, the less likely you are to be known to the public.
Therefore, investing resources in SEO is mandatory. To do this well, first you need to research the most relevant keywords for your product or service.
You must identify both short-tail (short keywords, with only one or two words) and long-tail (long and more specific phrases). It is important to remember that for SMEs, a good content marketing strategy will focus on ranking well with long-tail keywords.
Why? Because the big players in the market will certainly take the top spot in the most common and least specific terms. When you narrow down what your audience searches for, you're more likely to appear right away.
4. Perform a content audit
The most common type of content is blog posts. But, especially for those who have been active in this strategy for a while, conducting a content audit to understand what is best for your strategy is essential.
For example, you may find that your audience likes better content that is more visual (like infographics and videos) than simply plain text. Or for those who already have a considerable archive of published content, making a compilation and offering it as rich material can be a good option.
Review your content marketing strategy and results. See what you can do differently to stand out from the competition and set goals to get there!
5. Clean your mailing lists
Your content marketing strategy must also be based on nurturing those leads who, at some point, have shown interest in your company. This is so that in the future they can become paying customers.
For that to happen, it is necessary that your content reaches them in the first place. Regardless of the channels on which you have decided to publish your content (blog, social networks or others), it is important to have a mailing list in order to maintain a closer relationship with your audience.
After all, email marketing remains one of the main ways to get your content out into the world - 73% of marketers who use email marketing consider their campaigns' ROI to be "good" or "excellent".
But to do this, you need to ensure that your contact list contains only valid email addresses (for example, without any typos) , and an email checker is just the tool to do this for you.
It takes consistent effort, organization and creativity to create a successful content marketing strategy. But without a doubt, it can bring several benefits (and customers) to your business!
Why not count on the best to help your strategy reach your target audience? Try TheChecker today!