Whether you’re just reading guides about content marketing on the internet or you’ve been implementing the practice for a while, it is always recommended to recheck your content strategy plans; to make sure it’s up-to-date and powerful.
After all, there are millions of blogs out there. According to the reports, the most successful bloggers and website owners are spending 40% of their budget on content marketing as of 2018.
In one word, I’d like to say Content marketing is not a part of SEO, it is SEO! However, this statement applies to those who have basic knowledge of Internet marketing. If you’re willing to learn SEO from scratch, I recommend reading this – FREE SEO Guide for Beginners
Content isn’t ‘stuff we write to rank higher’ or ‘infographics’ or ‘long-form articles.’
Content is anything that communicates a message to the audience. Anything.
— Ian Lurie, CEO, Portent, Inc.
The first step to work on the competition is to have a strong and smart content marketing plan in advance. If you’re having trouble to plan some fresh ideas for the upcoming days, read this guide from start to end.
In this article, we’ll talk about:
- What is a content marketing strategy
- Why you need content marketing
- Managing the content by various medium
What is content strategy?
It is simple. It refers to the management of the content that you create and own. The content is the demonstration that talks about your expertise and how you can bring value to the customer.
As per the Content Marketing Institute, “Content marketing is a strategic approach focused on creating and distributing valuable, relevant and informative content to attract a defined audience – and ultimately, to drive profitable customer action.”
Whom you're creating content for?
Who is your targeted audience? What is the number of your audience? As your business has more than a single type of customer, your content strategy must focus on catering variety of readers.
Using multiple types of content and medium will make your job easy to deliver content to a variety of audience and your content talks it all.
What's the problem that your content solves?
Generating unique and interesting content is the main thing to keep in mind if you want to rank your site at the top of Google. The audience is smarter these days, they always like and share the content which is short and sweet and really interesting to read, which falls under best content marketing techniques.
Content marketing helps the bloggers and website owners in engaging your targeted customers in the marketing of your products.
While content marketing can be done by anyone, not everyone knows how to implement it well. You can see the most ranked websites; they are well planned with the content and site structure. You need a really good and unique content strategy to produce and promote your blog or website.
What is your content format?
What forms will your content take? Text? Images? Videos? Infographics? Or a mix of all? Having identified this, you’ll need to determine your strategy.
The Channel where it will be published
Today, we have thousands of channels to publish our content. Some are free and some paid. Few are blog, website, Facebook, Twitter, LinkedIn, YouTube and this list goes on. After choosing your content format you can choose the channel.
Every channel has its own set of rules and strategies to promote the content.
What is the need for content marketing strategy?
Content is nothing but leads and sales. Think of it – if you can create just an article that gets you decent traffic, in which you can sell your e-book, affiliates or any tool will continue generating revenue as long as the article stays.
This kind of traffic also gives you the chance to experiment with multiple marketing techniques. Plus, your content will not only get you the leads, but it will also generate your branding.
Now, let’s talk on how to create a content marketing strategy.
Does your content fulfill your customer’s mind?
Create the content which your audience demands and interested in. The worst kind of strategy is companies are focusing on showing how great their product is, instead of stating the problem and offering a solution.
By knowing your target audience, you can develop more relevant content that they will want to read.
Here’s a video of Joe Pulizzi, Founder of Content Marketing Institute to understand exactly how content marketing is getting different every year.
2. Attractive Headline
A headline either draws the attention or pushes your readers away. As per research, 85 out of 100 people will read your headline to click the post link.
Research shows that headlines that start with a number, how-to, guides tend to get more CTR and readers.
Here’s an excellent infographic from HubSpot that talks about tips for creating attractive headlines.
Again, I’d like to add a video of Neil Patel that talks about how to create catchy headlines
3. Include a sense of urgency to click
Keep it simple and short.
Your headline should show the audience what’s the advantage in it for them. It should raise interest and curiosity to click. To make it SEO friendly, keep the title length nearly to 70 characters.
For an e-commerce business, one common way to do this is by announcing that you only have a few stocks left. Here’s an example of Amazon:
It is a way of creating a sense of scarcity by telling the customers when their stocks are running low.
Booking.com also creates something similar to this. It shows viewers how many other people are viewing the same hotel and how many are left at this moment.
If you are a budgeted customer then I’m sure you will book the hotel after looking such competitive notification. It makes you feel as if someone else could book the same room they want at the moment.
Try some words like:
- Hurry up
- Last chance
- Clearance stock
- Only for today
- Limited time
- Till stock lasts
- Don’t miss
4. Call to Action
Does your call to action in the article is effective to convince the visitor to take action?
Let’s assume you just read about a tool that can make your blog run faster and increase user traffic. Don’t you want that?
So you go to that tool web page. After ten minutes you are selecting the PayPal option to buy that tool.
Do you know what makes you go to that website and buying that tool? It was an effective CTA that pushed you.
Few Call-To-Actions are:
- Apply Now
- Free trial
- Consult now
Always explain the clear benefit they will get from engaging.
For example, if the goal is to get leads, the call to action might be “get quote”.
Text such as ‘learn how you can save with a quote now” drives some benefit.
The more value you deliver with the content, the more likely your customer gets ready to listen to you.
Check this video from Marketing 360 to understand more:
5. Visual content strategy
Audiences would be of various mindsets. They prefer your content in different visual forms.
There are some important types you can use:
Break down the information into easily understandable slides or paragraphs. It gives more effectiveness to your article or presentation.
Videos, infographics, and images are much easily preferred medium compared to lettered paragraphs. Create media with high quality to interact more with the audience.
Different types of content to experiment on
- Blog articles
- Social media
- Case studies
1. Blog articles
Let me remind you, you’re currently reading a blog article. You should publish articles regularly to attract more audience. Articles should be with high value and information which makes your readers share on social media and other places. 1,500 to 2,000 words in length article tend to appear in more searches results. However, you can do the experiment on content length to determine which gives the best results.
E-books are a potential form of generating revenue by offering valuable information. In general, ebooks are longer in content with deep information.
After reading any of your blog posts, if visitors look for more information; you can direct them to a landing page where they can put their email ID and name to get the ebooks. To develop this you need to generate smart CTA (Call-To-Action) tactic. You can try any good email plugin for that.
Running a market strategy without video content is hard to imagine. Video now plays a major role in marketing outreach. According to the HubSpot study, 72% prefer video to watch over text.
Here’s an excellent piece of reading from SME Networks to understand how you can use video strategy for your business or blog – Video Content Marketing strategies
No doubt Videos are a highly engaging content that is shareable across social media. Videos require a good investment of time and resources than text, after all, videos are more 40X more likely to get shared on social media than other content mediums.
Infographics are a mix of writing, statistics, and analysis. It is an efficient way of combining the text, images, and design to represent complex information that tells the story in a simpler way.
According to JeffBullas research, infographic keyword volume have increased by over 800% in just over 2 years.
How you can learn to create stunning infographics: Step by step guide to Infographics creation – Neil Patel
The podcast is one of the efficient marketing strategies to retain your audience. It will help the audience find your brand if they don’t have time reading content every day.
The podcast is described as on-demand internet radio talk. These are the popular form of consuming audio content on-the-go.
Podcast advert spending is expected to double by 2021.
Here’s a resource from Wordstream to get you started with Podcast marketing for your business or blog.
6. Social media
Publishing content on social media could be an experimenting task. However, it amplifies your brand’s reach by targeting the audience who can spend the time to engage with your content.
Image source – We are Social
Most often social media platforms are:
While the goal on social media sites is to connect in a more efficient way with your audience, your goal is to expand that audience base, drive traffic towards your product, and start conversations with fellow competitors and audience. It increases loyalty and generates word of mouth.
Read what Buffer is saying about the importance of social media to drive traffic.
7. Case studies
Case studies are nothing but another form of customer testimonials. The case study tells the story of a customer who overcomes the problem by working with you. These can take the form of a blog post, ebook, video, infographic etc.
Your main goal in a case study is to gain the trust of the people about your product by showing the proof.
In fact, case studies are often more effective than brochures or PPTs. Why? Because everyone loves stories.
People connect with stories, and there’s no better method of storytelling in business than a case study.
Here’s a guide of case studies from Optin Monster to get started.
Key Take Aways
- Even the most amazing content needs to get promoted for more audience engagement. You have to share it with the social community, media, friends everywhere you can.
- Content is your revenue generating machine. So take well care of it.
We understand this is a lot of information. It takes time to understand and implement with creativity. From building the pillars of your content marketing plan to using paid content tools for better content management, setting up your new content marketing strategy won’t be difficult if you follow the steps mentioned and explore the more and more resources.
Happy content creating.
Content crafter, He loves exploring the Internet to read things that enhance his thoughts. He’s doing his best to talk about something inspiring and valuable content.