Key Elements of Your Content Marketing Strategy
Key Elements of Your Content Marketing Strategy
Every marketer knows the importance of having a powerful marketing strategy for their business. However, to make sure that your content marketing strategy is as successful as possible, you need to make sure that you follow a few simple steps. Although marketing strategies can prove very effective, they are not as simple to implement as it might seem. As a marketer, you might already be familiar with the fact that the content that you choose to publish on your website is an essential unit of marketing, as it helps you gain attention from potential customers. Though, it is important that the content that you publish either on your blog or website is done written.
Creating content requires a lot of attention to detail. Otherwise, it might seem as though you are just writing individual pages of a book without focusing on a story. Nevertheless, you don’t necessarily have to be a talented writer when you start writing content as your expertise will guide you through the process. Over time, you’ll gain more and more experience and know exactly what the key elements of your content marketing strategy are. For now, you need to be determined to publish valuable content on a regular basis.
Before anything else, you need to create brand guidelines. In short, brand guidelines are a set of tools that instruct designers, writers, or any other individual using elements of your brand to create marketing materials and it ensures that all of these materials are consistent. In a company, whether large or small, you are very likely to collaborate with a few specialists to get better results. That is why a book with a set of guidelines could come in handy. Although there is no one-size-fits-all guidebook, every single company can include different elements that tailor their specific needs. Regardless of that, three key elements work for any business: logo design, color palette, and typography. A brand book is relatively easy to create if you do some research online.
When it comes to creating a successful content marketing strategy, it is essential to start by thinking about a set of well-defined goals. They are helpful tools that will tell you whether your strategy has had some impact or not. Even though it might be tempting to crowd your strategy with as many goals as possible, it is important to keep it simple and stay on track. Otherwise, you might end up creating less impact than expected. For that, you should focus on three high-level goals. If you’re new to this and you don’t know what kind of goals to set, you could consider the following examples; you could nurture your existing audience, increase sales from previous customers, recruit better talent, expand into new markets, and increase referral traffic, for example.
Having a brand story is fundamental because this element can be found in any piece of content that you’re going to create in the future. Your content is there for a reason. It is meant to solve problems or give useful information to real people. Behind every problem that your customers face there is a story that creates a connection between your brand and your customers. Therefore, you need to make sure that your story is written from your customer’s perspective, not from your perspective. This story has to present solutions to their problems and include elements that they value.
No matter what field you are in or what kind of content you post on your website, you need to have a target audience in mind. They can eventually turn into future customers, but other members of your audience bring value to your company. The second group is very relevant because it can refer potential customers to your business. Every marketer knows that audience personas are not made by guessing certain aspects about the users who visit your website, rather, they are made from real data. This data is relatively easy to find if you make an effort to communicate with your customers. Every interaction gives you the chance to learn more about them. Some elements that you need to focus on include their age, their gender, their occupation, their location, or where they’re coming from.
Conducting thorough research of the market and competitors is an important step of any content marketing strategy. This step helps you to understand more about your competitors and about the strategies that they are using, and even fill any missing gaps in your industry. However, that does not mean that you need to copy their strategy. After all, an original idea goes a long way. Keep in mind that your business has a unique and special story to tell and that can create real connections with your customers.
When it comes to doing competitive research, you should not spend too much time focusing on every single little detail. Instead, you can experiment with tools that focus on data analysis. Try not to spend too much of your precious time on this and aim to focus on your unique customers and different approach.
Customer Journey Map
Another key element of a successful content marketing strategy is a customer journey map. Lately, this tool has become a favorite one, and many marketers are using it to visualize their customer’s experience. Creating such a map can be very intimidating, but it is worth investing time in. The process is simple; before starting to create it, you should know that this map provides a personalized experience for your customer, and how they interact with your brand, but it is not always linear. Customers usually jump from one stage to another, depending on some factors. A customer journey map is very similar to a persona, the only difference being the fact that a persona often focuses on a person, while the map focuses on their experience.
To create it, you need to outline the stages that your customer has to follow. Next, you can start mapping out their story focusing on the following elements: their activities (what they are doing), the context (a bit of information about them), questions (what are they thinking), motivations (what motivates them to continue) and brand relationship (touchpoints).
Many companies are determined to invest in a content marketing strategy because they want to grow traffic from search engines. Therefore, it is very important to have a strategy when targeting keywords in your content. Firstly, you need to define a few words that are relevant to your company. These highly competitive keywords are otherwise known as short-tail keywords. Not only do they need to be relevant to the market, but they also need to be very similar to what your customer is thinking. In comparison, long-tail keywords and structures are more targeted. They are a lot more specific, and have three or more words, and can help you connect with your customers if you know how to use them.
Promotion and Distribution
After writing a valuable, informative piece, you need to consider the next step; promotion and distribution, and the correct methods of how to do this. Effective promotion and distribution can see an increase in both sales and traffic over time. The way you promote and distribute should be considered early on, including when writing new material. Effective promotion and distribution will require thought and appropriate delegation regarding how to do so effectively; one idea would be to send an email each time you publish a new article is a good way to let your audience know that they are welcome back to read it. This tactic is both easy and effective. On the other hand, when writing a larger, special piece, you need to take more time to promote it.
Finally, it is critical to mention that a successful content marketing strategy involves constant effort. Besides coming up with informative and engaging content on a regular basis and promoting it to your audience, you should also continue to gather data, check your analytics and listen to feedback. All these steps collectively are guaranteed to scale your successes over time. Two essential traits that marketers need to have throughout the process are patience and perseverance. You will not see great results overnight, but your patience and perseverance will eventually see results, and this end goal should motivate you to continue. Your progress should take place step by step, and although it might seem a bit slow, it will be worth it in the long run.
There are a lot of key elements that marketers should focus on when implementing a content marketing strategy. As there is no one-size-fits-all model that works for all businesses, it is important to customize those steps so that they fit your business. Constant effort and determination are key factors that can determine success over time. Ultimately, “content” is the backbone of a company. It is an element that provides valuable information and helps build a relationship with the customer. Therefore, by taking into account the points above regarding managing your content, you rest assured you have implemented the most effective content marketing strategy possible.