Content marketing is evolving, and getting the hang of it can be a little tricky. Need help with setting your strategy? We’re sharing content marketing tips to set your brand up for success.
Consider these content marketing tips for success
Keep these suggestions in mind when crafting your content marketing strategy.
Have clear business goals for your content
It’s essential not to get lost in the sauce when it comes to content. While you’re creating, have a business goal in mind that expands beyond just traffic. While traffic is great, it becomes pointless if it doesn’t provide real, sustainable business growth. Also, creating content can become overwhelming when there’s no solid end goal in mind during the creation process. Chances are, you’ll be pumping out so much content that it becomes diluted and doesn’t produce the ideal result, which could lead to burnout. Take time to consider all angles of each content idea and map out its potential.
Use topics with search engine traffic potential
Traffic from email or social media is always great, but it can also be fleeting. Create content based on topics that people regularly search for via Google, Yahoo, Bing or any other engine and are related to your product or service. Harnessing the power of SEO is critical here.
Know your audience
When it comes to content marketing, it’s important to know your target audience to create content that resonates with them and inspires them to take action. Create an ideal customer profile based on market data and research on the demographic(s) that would likely benefit from your products or services the most. It could even be helpful to survey previous customers and implement their feedback.
Understand your customer’s journey
There should be content to address each stage of the buying process and to do that effectively, you must understand not only the customer but their process as well. You almost have to be inside their heads, addressing any concerns, questions or fears they may have. Content should attract new customers, give the hesitant ones an extra nudge and engage the existing ones.
Two important content marketing goals are to educate or provide a solution. Establishing brand credibility by demonstrating expertise through content can go a long way, and as a result, your target audience will be more inclined to trust you. This will make it easier to convert them into paying customers. For example, if your brand offers skin-care services, your content should focus on providing useful information and solutions regarding skin care. This would include advice in various forms: product recommendations, budget-friendly alternatives, hacks, DIY remedies, and more.
Publish original research
Conducting those customer surveys has many benefits. Publishing original research can help your brand look more knowledgeable, establishing additional credibility and trust. Many Fortune 500 companies take this approach, but it doesn’t necessarily have to be conducted on a large scale. It can be simple, such as surveys and questionnaires posted on social media.
The internet contains vast amounts of content. It’s easy for any to get lost if it doesn’t stand out or offer a solid unique selling point. If the content you use replicates content that’s already out there, then people won’t be inclined to subscribe to your newsletter, try a free trial or purchase your product. One way to stand out is to share an opinion, such as the best lipstick, best hotels in Bali, the best DSLR camera, etc.
Track performance with analytics
Quality content is critical because it increases the likelihood that the viewers of your content and those who engage with your brand will become paying customers at some point. Otherwise, the content is pointless. This is where analytics comes in, allowing you to see what’s effective. Both traffic and conversion rates should be considered.
Promote your content
Posting the content is only part of the process; promoting it is another. Send blogs to your email list, share them on all social media accounts, run ads, etc.
Update your content
Information and data become outdated all the time — rankings can drop, trends change, and more. It’s important to post content consistently and ensure that all the information is accurate and remains that way. If needed, look at your old content and update it with current information.
Repurpose your content
Quality content takes a lot of time and research to produce, which is why finding ways to reuse existing content is optimal. That way, you get the most out of it and more opportunities to expand your reach. For example, if you post a video that’s performing well, why not turn the content of that video into a blog post or vice versa?
Remarket your content
When you remarket your content, you’re trying to re-engage people who previously engaged with it but didn’t convert into paying customers. Countless variables can contribute to why someone doesn’t convert. Remarketing increases the likelihood of purchasing among those who have shown interest before.
Ensure your brand voice remains consistent
People like repetition; it’s comfortable. Once your audience is familiar with your brand voice, they’re more likely to interact whenever content comes up, regardless of the channel. Demonstrating that your brand maintains its voice and values at all times can also increase or establish trust.
Content marketing has become a critical tool, and that’s not changing, especially with social media. All successful content marketing starts with a keen focus on your target audience. Knowing their needs, problems and concerns can go a long way.