Smart content marketing helps businesses grow revenue, deepen engagement and expand audiences.
Why does a well-executed content marketing plan have such a positive effect? Because it touches on virtually all aspects of your marketing efforts. It boosts your search ranking, increases the value of your online offerings and provides you with the material you need to grow your social media footprint. All of this results in more traffic and conversions, as your audience will appreciate useful, high-value content tailored to their interests. After all, there’s a reason why the majority of businesses report putting more resources toward content creation year after year.
So how does one design an effective content marketing strategy? Let’s review a few key tips:
Articulate your goals
No strategy can be effectively implemented without a blueprint, so defining your near and long-term goals should be the first step you take. Ask yourself the following: “What do I want my content marketing plan to achieve?” “Am I looking for more sales?” “More traffic and leads?” “Positioning as an authority in my industry?” Once the broad contours are drawn, you’ll be in a good position to start implementing your vision.
Develop a buyer persona
Knowing your audience is fundamental to good marketing. You simply can’t create and deliver highly-targeted, deeply relevant content with a scattershot approach. One of the best ways to ensure you’re using resources wisely is the creation of a buyer persona (a generalized and fictionalized profile of your ideal customer). These personas should be informed by hard data (demographic information you’ve collected via various channels/market data you have access to etc.) and your subjective impressions of your clients and your niche.
Do your research
Are your competitors investing in their own content marketing plan? If so, audit what they are doing and see if it’s driving engagement. There are a variety of software tools you can use to gauge the performance of your competitors’ content, in terms of likes, shares, traffic, etc. You’ll want to use these same tools (Google Analytics, Yoast, etc.) when evaluating the performance of your own new content.
Focus on quality
When your strategy is firmly in place, you’ve done the research, and you’ve decided which content management system best suits your needs, it’s time to focus on content creation. Here, it’s essential that you offer your audience something of value. Invest in high-quality, authoritative writing. Make sure your content is optimized for search and social. Mobile and video offerings continue to grow in importance; by at least one metric, video will be responsible for 80-percent of all online traffic by 2019, while mobile video consumption grows at a staggering 100-percent year over year.
Content marketing is a powerful tool that helps businesses grow their audiences, boost revenue and increase brand awareness. Follow the tips outlined above when creating your content marketing plan.
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