Content Marketing otherwise known as non-interruption marketing is essentially creating valuable, relevant and consistent content for your consumers that will engage and create awareness about your brand.
Today almost 4.57 billion people worldwide are active internet users and 3.18 billion are social media users. Therefore, as a brand there is a tremendous opportunity to engage with your audience and achieve considerable growth for your business.
Content marketing is a key method of creating, publishing and distributing relevant content with the purpose of reaching your targeted audience. However, alarmingly many marketers don’t know how to implement a successful content marketing strategy. To help you on your way we’ve provided our top content marketing tips to develop a clear strategy that will set you up for your success.
Make it clear and measurable
Every single piece of your content should have a clear and measurable business goal in mind. Therefore, you should start with your target audience and define how you can best serve that audience.
Once you have identified how to serve that audience it’s then important that you tie it back to your business. Furthermore, it makes sense to utilise analytics to make sure your content is reaching the correct demographic.
It’s a buyer's journey
A great content marketer understands that their strategy needs to engage and delight the reader at each stage of the buyer's journey. Whilst good content is great to attract new visitors to your site, it should also be used to engage with hesitant prospects to purchase, encourage customer retention and long-term brand loyalty. A good example of this could be by bringing your product to life through video which makes it easier for customers to visualise how the product can work for them.
It’s extremely important that content is tracked, so by implementing analytics you can carefully monitor, track, watch and report on numbers and you will be able to gauge what is working, what isn’t and what you could be doing better.
Visitors to your website are important but conversion rates are key. Therefore, ensure that you are analysing all parts of the content on your site and from your social media and you’ll get great insight into which areas are creating the most interest and critical to your sales. In addition if certain blogs are creating the most traction you can focus more on the specific areas you are mentioning and ultimately increase your traffic. Be smart and spend your time and effort where it matters.
Keep your content relevant and updated by excluding the year in the URL when optimising your content, however, include it in the year in the title of your content. Furthermore, revisit the content annually so that you can keep it up to date. This can include updating the title, tag, meta description and content itself. However, consistency is key as publishing consistent content will help you rank in the search engine results pages (SERPs).
Creating continuous engaging content can be time consuming so find ways to recycle your existing content. For example high performing blogs could be turned into podcasts, infographics or video content which enables you to reach larger audiences. Repurposing your content will ensure that your audience has different opportunities to see it.
When writing great content it’s important that you have a consistent tone of voice that resonates with your audience. If you are targeting a young fun audience you may want to incorporate humour but ensure that it is consistent and that you don’t switch tones as it will leave your audience confused and uninspired.
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Content marketing is really like a first date. If all you do is talk about yourself, there won’t be a second date.David Beebe, TV Producer