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70% marketers are creating more content in 2017 than they did in the last two years combined.
In the wake of today’s stiff competition, it’s really important to have a proper content marketing strategy in order to keep up.
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Content marketing is all about creating target-oriented content – whether in the form of text or visuals –
which is then published and distributed across different channels to generate leads and drive conversions.
A content marketing strategy combines as many components as possible,
such as text, image, infographics, videos, etc. and utilizes different distribution channels,
such as blogs, social media, and email to name a few.
But a smart strategy uses only those components and channels that are consistent with their target audience.
How can content marketing directly benefit your business, if you ask? Well, there’s no direct relation between content marketing and profits.
Content marketing helps you create awareness about your business and build a strong reputation, which eventually generates leads that convert.
For that matter, you may use any type of content that you think you can create better than the remaining types.
Let’s consider blogs, for example.
The primary goal of writing a blog is to inform, educate and provide solutions to readers who are facing a problem that your business solves.
When you post blogs on your website on a regular basis, your website will start to rank in SERPs.
Now, this is where the power of content marketing kicks in.
Let’s suppose you run a carpet cleaning business, and there are people looking for easy hacks to remove stains from their carpet and upholstery.
Now some of them stumble upon your blog, which has all the information that is needed to fix the problem, and realize that you can provide professional assistance in that regard.
They will either remember you for future carpet issues or hire you right away to solve the problem, which, of course, you can solve better.
This is just one example of using content marketing to your advantage.
As you delve deeper, you will discover even smarter ways to influence your target audience and generate more leads than ever.
The key ingredient to a content marketing strategy is unique to the business’s objectives and niche.
You will need to understand the niche, the business and the target audience before starting out. Once you have the basic information, you can start out and progress by taking one step at a time.
Planning is really important to identify preventable errors or any potholes you might fall into.
It covers various aspects, like what to write, where to publish, target audience,
type of content and how to streamline and perpetuate the process.
Below is the detailed guide that should assist you in building your content marketing strategy from scratch.
When you have a goal/objective tied to your content marketing strategy,
you know where you are headed to and what’s the best thing to do to stay focused.
Whether it’s generating leads or simply creating awareness about a topic,
defining a goal will not only help you get off on the right foot but will also get all of your ducks in a row.
It’s never considered a wise decision to build a parachute after jumping off the cliff. So, stock up on resources beforehand that you may need along the way.
First of all, you will need a content creator who can churn out innovative content that is not just consistent with your business but is also capable of boosting engagement.
He who owns the business is the best resource for generating content, but if you are too busy managing your core operations,
you can always hire content marketing services to research your niche and come up with suitable content to boost engagement and drive conversions.
You will need a team to publish and distribute your content across the right platforms and also handle reader engagement.
Once you have summoned your team, you can move on to deciding on the content marketing tools and techniques.
A content management system streamlines the process, saves time and keeps you posted on the progress through real-time analytics.
Choosing the right content management system is crucial since not all of them are created equal.
Based on your requirements and what you want to achieve with your content marketing strategy,
you can sift through various CMS platforms to find the most appropriate one for your business.
Now that you have all the prerequisites in place, it’s time things should start rolling.
The first step is to generate content and ‘What to write’ is the big question you are looking at right now.
Before getting down to writing, you must sit down with your team to brainstorm.
Brainstorming can churn out eclectic ideas and can give direction to your content marketing endeavors.
However, you may also use a couple of Topic Generator tools to jumpstart your brainstorming session.
Taking help from several tools can form a strong foundation for your content marketing strategy.
If you want to go a little unconventional and create content that interests the masses, then your choices could come from the following types:
Once you have generated enough content that should keep your campaign going for a month,
you can use Editorial Calendar to publish your content at regular intervals.
You may also set up a Social Media Calendar for publishing content on other sites as well.
It is important to decide what part of your content goes to which platform.
For instance, audio-visual content is more suitable for social media sites whereas infographics should go to Pinterest.
Content distribution is all about sharing your content over various channels, which could be owned, earned or paid.
Unless you own a channel, say a social media account or a website,
which has superior hold in the online world, it is advised to prefer earned channels to the paid ones.
It takes time, efforts and a diligent team to develop and manage a content marketing strategy that sells.
From building the foundation to execution and innovation, it will all become easy and fruitful if you have a team of experts on board.
Also, it is advised to take budget into account before allocating a team for content marketing and management.
Calling off your campaign midway due to lack of budget doesn’t make sense. Therefore, you must loosen the purse strings accordingly.
Now that you are putting your time and efforts into running a content marketing campaign, you will want to keep track of the performance at every stage, apart from measuring success on the whole.
There are several ways to measure the success of your content marketing strategy – you may employ all of them or just pick the ones that are necessary.
Evergreen marketing strategy is a myth, and with search engines becoming more content oriented in 2017,
you need to be very careful about the type of content you choose.
Here are some suggestions regarding recent content marketing trends.
While content marketing trends change every year and get more challenging than ever,
it becomes important to keep up lest you will go out of the business soon.
Re-inventing the wheel is a lot of work, which may put you in a viscous cycle of trials and tribulations.
Thus, the best way to succeed in content marketing is to use what is available, discard what is useless and add what is specifically your own.
Keep learning and keep experimenting with your marketing endeavors. Either you will succeed or learn a lesson.
Building a content marketing strategy in 2017 is different from how it was done in 2016 and how it will be done in 2018.
There are going to be minor tweaks and advancement, but the underpinning for content marketing will remain the same.
If you can build a successful content marketing strategy in 2017, you can build the same in the coming years as well. All you need to do is keep up with the trends.
Moreover, the festive season is around the corner, and you can start building your strategy today so that you do not fall behind on your leads and conversions when everyone else’s sales are going up.
There’s a bit of practice and a bit of secret behind every successful venture.
While you’re consistent in your practice, you will discover the secret along the way.
All the best for your endeavors!