One of the earliest examples of content marketing is from way back in 1895, when John Deere, a tractor maker, launched a magazine called The Furrow. This magazine was aimed at farmers and included educational material, stories, and anything related to the agriculture industry. Since then, businesses have been developing different types of content – recipe books, movies, videos, etc. – to build a following with their target customers.
Content is the foundation of SEO as well as content marketing. You can’t expect to rank well on search engines unless you have content worthy of strong rankings. Similarly, you can’t expect to reach your customers with content marketing if your content is not up to par. The objective isn’t to rank well; it is to establish the
business’ brand and get it before as many people as possible. Strong rankings are just added bonus, not the primary goal of a content marketing campaign. Some of the essential elements of a content marketing strategy to get you going are as below.
Begin your content marketing strategy by identifying three things:
- Why you want to do content marketing (objectives/goals)
- Who do you want to reach (audience)
- What makes you different
Depending on your business needs, you’ll have different key performance indicators (KPI’s) and goals for your content marketing initiatives. Would you like to improve leads by a sure share? Would you like to drive a sure quantity improve in gross sales? Are you attempting to drive subscribers to an e-newsletter? Doc
these targets first. It will assist you determine what sort of content material you need to create and what the call-to-action must be.
Too often, companies look at content marketing as an activity done for its own sake. But if that’s the case, then there’s no larger sense of value driving the content marketing–there’s no business case for its existence. Instead, start by defining your objective in terms of the value that you want to create for the
business (sales, revenue, leads, etc). At the end of the day, your content should drive your business goals.
DEFINE YOUR AUDIENCE
The whole effort of content writing and marketing is to reach people, whether that’s a broadly defined group or a narrower segment. In order to do so,
- Talk to the other teams working in the organization like Customer Service, Sales, Technical Support and Social Media Marketing etc. who interact with consumers on a daily basis.
- Or document the people and personality profiles (personas) you want to reach and influence, backed up by research and data you’ve collected. These can include demographic elements like age, gender, household income, location, education, job role or could include behavioral traits like consumer needs, personal goals, purchasing frictions and media preferences.
If multiple teams are speaking on behalf of the brand, one needs to come up with a clear direction on its personality, tone, voice and language. Most importantly, what are the types of products and services you sell and how differently you sell becomes your USP.
Do an in-house research on your overall operations and find out what makes your brand unique and how your content marketing strategy can pull an increased number of audience to your solution.
FIND YOUR CONTENT TILT
Once you have identified the above 3 elements, work out on what your distinctive content material angle will seem like.
- Brainstorm topics that your brand will be creating content about. Make sure to focus on topics relevant to your products/services so that your content directly translates into a solution your business provides. Leverage the insight you’ve gained from your buyer personas and consider what questions your buyers are asking. Lastly, be sure to document your content strategy so you can be sure any content (blogs, e-books, etc.) tie back to core topics later on.
- Content marketing is ultimately about getting found; therefore it’s critical that your content is optimized for organic search visibility. Identify long-tail keywords and work out the finest keyword targets relevant to your business.
- Develop an editorial calendar for your content material, segmented by attributes like topic, campaign, and content owner. By scheduling content on a visual, transparent calendar, you can enable proper visibility and coordination across different initiatives, teams, and even regions.
- Focus on the design and presentation of the content being produced. Use maps, images, links, facts, charts, in short anything that makes your content visually appealing.
Once you have written your content and published it online, make sure to measure the success in whichever terms you are measuring. Leads, gross sale, revenue, brand awareness are some of the metrics you can use depending on
your requirement. Make sure to construct a report or dashboard based mostly in your content material targets so you’ll be able to preserve monitor of the efficiency of your content material regularly. When you discover that the progress
isn’t there after a number of months, it’s a good suggestion to return via the content material technique and assess whether or not you’ve acquired your tilt proper.
These strategies will allow Google to index your page well and show them as a good result to the searcher. So, GET WRITING!