5 essential tips for your content marketing strategy
Most businesses large and small know that generating content is a key part of getting their brand out there. HubSpot stats show that companies that blog get 97% more inbound links and 55% more web visitors than those that don’t.
But rather than just spitting out random content on a reactive basis, a strategy is a essential in making content marketing work for your business. Also, not get confused, content marketing is very different to thought leadership. The latter being the more strategic plan for how your business will position itself as the experts in particular service or field of practice. Content marketing on the other hand is about how you market content – in other words, how you get your voice out into the external platforms whether it be social media, search engines or word of mouth.
To help you build a successful strategy we’ve defined the 5 core parts you need to consider:
1. Understanding your audience
The first step is to understand your audience. You don’t need to be on every channel just because you can, where are your key audiences? How do they engage with the platforms? And which content works best? Doing some initial research will help you shape your content plan and tailor it to your target audience.
It could be for example, that you’re targeting small business owners in a specific region. Knowing of key events they attend and what type of content is at the events could lead you to deicide that a nicely designed flyer in hard copies could work perfectly rather than the social media video you thought may work on Twitter. Again, don’t just go with what you think may work, actually do a little research into your audience so you can focus your efforts on what will really count.
2. Establish a goal for your content
Once you understand your audience’s behaviours you need to set goals, this way you can analyse at the end how effective your content has been.
Understating that different types of content has different purposes is important. Once you know your goal you can decide what will work best. Here are some common examples of content goals;
Outreach: Facebook ads, landing page, explainer videos, infographics
Conversion: Social media, informational blog posts, case studies, quizzes
Closing: Email series, reviews, questionnaires
Retention: Exclusive offers, whitepapers, e-mails, contests, surveys
3. Creating visual content
In today’s digital world, we’re all experiencing content overload. With so much content out there, how can you make your content stand out?
All online stats show, that having highly visual content works best. Infographics, visual social media image posts and videos are all examples of the type of content you should consider. And it doesn’t have to cost an arm and a leg, online free tools such as Canva or Buffer Pablo can help. But definitely consider design agencies (such as us!) for higher value content – it will 100% pay off if you invest in something that stand out above all else. And with us, you’ll get a marketing insight into it as well as the design – win – win!
4. Re-purposing content
Another huge challenge for most businesses is what to create. They know they need to be sharing more content but don’t have the time or resource to come up with new ideas for content. Repurposing content is a great way to maximise your output for content to share. Here are three examples:
- You've created a whitepaper/ report: look inside it and pull out any stats, quotes or headlines that can be used as separate bitesize pieces of content to share and promote back to the original longer form document.
- You’ve written a blog post or article: how about recording a podcast or filming a video on the same topic. You already know it inside out so just share the output in a more visual dynamic way.
- You’ve spoken at an event: now let’s share your speech in written format as a blog post or sum it up in a short selfie style video.
5. Tracking your content’s performance
Once you start sharing all your content online, you need to keep track on what works best and how engage people are with your content. This will help you shape your strategy going forward. You need to use two Google tools to make this work. Google Analytics and the Campaign URL builder.
Using the campaign builder, you can create tracking URLS and shorten them to use in email, website, social media etc. and then record the traffic through Google Analytics (in the Campaign section under the ‘Acquisition’ tab) to see which content performs best. This can also be great for A/B testing whereby you could post the same content but with slight variations (for example colour) and see what performed best.
We hope this article helps you develop your content strategy, and if you require any help or advice as well as support in creating content please get in touch. We’ll be happy to help.