Published On: Thu, Sep 19th, 2019

Keys to a Great Content Marketing Strategy

A truly great marketing strategy will have several various strategies that are designed to engage with potential consumers. Ideally, these strategies will work together cohesively to provide a holistic marketing plan. A great plan will include elements such as social media, email campaigns, search engine optimization, content marketing and more. However, not all marketing efforts are created equal. In 2018, content marketing has risen to the top as the best way to truly engage with potential customers. 

A content marketing strategy is unique due to the fact that it attempts to engage the consumer as an actual person, rather than market to them as sales targets. The goal of a strong content marketing strategy is to engage and interest consumers, rather than simply sell. This gives content marketing a higher chance to create loyal, repeat customers when executed correctly. However, content marketing strategies take time and effort to succeed, making them a strong investment. 

photo/ rawpixel

Steps to Building a Strong Content Marketing Strategy

Setting Solid Goals

The best content marketing strategies will have clear goals that are easily measurable. Goals can include things like, growing website traffic, increasing online sales, gaining email followers, or promoting marketing campaigns. These goals are essential in order to determine the specific kind of content you should be creating. 

Hone Your Brand

Before launching any content marketing campaign, you want to make sure your brand is fully buttoned-up. You will want to review everything from your brand’s messaging to ensuring consistent font. People exposed to your content should receive a consistent look and feel at every point they engage with your brand. 

Understand Your Audience and How They See Your Website

Understanding your audience is crucial to engaging them through your content marketing. Depending on the products or services you offer, you may have several buyer personas that you are looking to reach. Each buyer persona should receive a uniquely tailored customer experience. For example, while someone of an older generation may want an excess of information, a millennial buyer may focus on a sleek, direct buying experience. Using tools like Google Analytics will help you discover details about who is visiting your website. You can see things like age, location, time spent on particular pages, and search terms used to find your website. When you gather enough data, you’ll be able to use other tools to refine your goals. As an example, you could use a heat map tool to help you identify and visualize your audience.

photo/ Gerd Altmann

Create a Content Plan

Once you know who you are trying to reach, you need to put together a detailed content plan that defines how you will reach them. This will cover various types of content, including the following: 
• Long-form blog posts 
• Short-form blog series 
• Articles 
• FAQ articles 
• Infographics 
• Videos 
• Product reviews 
• Email campaigns 

During this phase, your central focus should be around the quality of the content. You may have a team member with a knack for creating content. If you don’t have someone in-house who can manage the content creation process, it may be time to hire a freelancer or a professional agency. 

Build a Plan to Distribute Content

An idea content execution plan will include a drip strategy. Simply put, a drip strategy will touch a potential consumer multiple times with a variety of different content. While some consumers might respond better to a video, others might appreciate a more detailed article. 

Measure Content Marketing Success

A content marketing strategy is only as successful as the measurable results of the campaign. This is why it is so important to set measurable goals before starting any content marketing campaign. For example, if your goal was to increase website traffic, you should have before metrics on hand to determine how much your site traffic has grown. 

As your content marketing strategy continues to grow, you will become more knowledgeable as to what your ideal buyer is looking for. A great content marketer will revisit their strategy every so often to polish content and layer in fresh pieces of content.

Author: Mahendra

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