75% of B2B purchasers rely on content before making their buying decision. The demand for content is huge. But, it won’t drive enough search traffic and revenue to your business if it doesn’t reach your target audience. And that is where the role of content marketing strategy comes into play.
64% of marketers believe that learning how to build a content strategy is one of their greatest educational needs. According to HubSpot’s report, nearly 70% of marketers actively invest in content marketing strategies in 2020. Content marketing not only helps you connect with your audience but also improves your conversion rate. Here are the top four tips to help you develop a content marketing strategy for the success of your business.
- Identify your goals
Different pieces of content have different purposes. Informative content, for example, educate your readers on a topic relevant to do my coursework of your business. Promotional content, on the contrary, is like a sales pitch for your products or services. Identifying your content marketing goals will help you figure out what’s important and what’s not.
Some of the typical content goals are:
- Driving more traffic to your website thereby, increasing the sales and leads for your business
- Improving the credibility of your website so that your brand is considered more authoritative and influential compared to the competitors
- Reducing other marketing costs as your content becomes more effective in driving quality traffic
- Enhancing social media engagement which can help you with both authority and traffic
Your content goals can help you create a mission statement for your business. It will provide you with a sense of direction towards success. The formula for creating the mission statement is:
We provide [your target audience] with [kind of content] to help them [your business goals.]
Let’s say you offer assignment help to students. So, your mission statement would look something like this:
‘We provide students of all educational levels with top-notch quality academic assignments to help them achieve good grades.’
- Research your target audience
For a successful content marketing strategy, you must clearly define your content’s target audience. Let’s say you run an online fashion business. But, all your blog posts reach people who are interested in non-fictional novels. Would your content serve its purpose if it reaches the wrong people? No. And that’s why it is important to know your audience.
Here’s how you can know who your target audience is:
- Get hold of demographic data.
The demographic data include the age, gender, income and educational qualifications of your website visitors, e-mail subscribers and social media followers. You can use social media analytics, web analytics like Google analytics and e-mail subscriber analytics to get this information.
- Obtain customer feedback
Try to get customer feedback on how they feel about your current content. Ask them about their urgent needs and how you can address their problems with your content. The feedback will help you understand your readers’ needs. Thus, it will be easier for you to generate relevant content for them.
- Create buyer personas
Buyer personas describe your ideal customers. It lets you know about your target audience’s behavioural motivators, sources of information and challenges. This information will help you understand the type of content your readers are most likely to respond to.
You can gather valuable information by checking the websites your prospects visit, the social media platforms they share content on and the type of content they engage with. Create content that you think your readers need. A client-centric content can help you attract and hold the attention of your target audience.
- Choose the right type of content.
It is crucial to use the right type of content to create an effective content marketing strategy. An average customer engages with 3-5 pieces of content before opting for a service. There are different types of content and each serves users at different points of the digital sales funnel. Here are the three parts of a digital sales funnel.
Your business will interact with people at every stage of this funnel. Thus, you need relevant content to persuade your audience to take the next step.
Which content goes where?
- Attract– Informs your readers that your business has the solution they’re looking for. The type of content it includes are:
- Landing pages
- Engage– Forms the relationship with your users through value-building actions such as e-mail nurturing. The type of content it includes are:
- Case studies
- Ratings and reviews
- Blog posts
- Delight– Provides the best experience to your potential clients such that they promote you to their friends and even come back for repeat purchases. The type of content it includes are:
- Contests and Giveaways
- Special offers
Simply put, you need to generate a wide slew of content throughout your digital sales funnel. Besides the ones mentioned, you can also consider podcasts as an effective content delivery mechanism. More than 40% of Americans listen to podcasts these days. You can check out some good marketing podcasts for inspiration.
- Pick the right content distribution channel.
You know what your goals are, who your target audience is and the content suitable for your business to achieve its goals. Now it’s time for you to pick the right channel so that your content reaches your targeted audience. You need to pick the channel depending on where your target audience spends most of their time online. Web analytics is the best way to find that out.
Let’s say you found out that most of the social activities of your consumers take place on YouTube, followed by Instagram. So, you can try creating videos, e-books and webinars and share them on YouTube,
There are three types of content distribution channels.
Owned– Owned distribution channels are the ones your company owns. Thus, you can control when and how frequently you want to publish your content on this channel. These include your landing pages, blog posts, your e-mail newsletters, etc.
Earned– Earned channels are the ones where third parties share or promote your content. These include guest posts, blog posts, journals, etc.
Paid– Paid channels share your content among your target audience in exchange for a certain amount of money. The pieces of content include PPC, paid influencer content and paid social advertisements.
You must choose the right content distribution channel to that your post receives the attention and amplification it deserves. Maximise your content distribution frequency on your owned properties such as your blogs, social media channels and e-mail list. In the case of a limited budget, it is better to avoid paid distribution channels and focus on earned and owned channels only.
Building a perfect content marketing strategy isn’t that tough if you are aware of the right steps. Implement these tips and generate quality leads, revenue and traffic to your website through your content. Remember, your content marketing strategy may not work if the content quality is average. Just like the strategy, your content also has to be absolutely perfect.