No matter which industry your business is in, content marketing is an effective way to boost your marketing efforts.
In fact, 70% of consumers prefer getting information about a brand from a blog post or article rather than a traditional advertising campaign. Moreover, 34% of people follow companies on social media to learn about the company news and industry-related info.
Therefore, sharing content can help win people’s hearts and build an audience. However, to have successful content marketing efforts, it’s essential to create the right strategy.
In this article, we’ll uncover the benefits of content marketing and ten ways to develop an effective content marketing strategy. You’ll learn important points, such as choosing the best channels and content types for your brand.
Benefits of Content Marketing
Audience engagement refers to how interested and involved in your content people are.
In blogging, engagement relates to session duration, bounce rate, and whether the readers comment and share content. Meanwhile, the engagement metrics on social media include likes, mentions, and saves.
Higher engagement rates on your channels can signal social media platforms and search engines to prioritize your content. As a result, your posts will receive more reach.
Before thinking about audience engagement, generate a name for your business that is unique and brandable. It will help create a strong impression and improve memorability.
In this section, you’ll learn how to develop successful content marketing strategies.
A good starting point for your content marketing strategy is getting to know your audience.
There are several aspects to analyze about your audience:
Marketers who determine their goals are 376% more likely to succeed. Creating goals helps keep your team focused and organized.
Typical content marketing goals are:
After setting a goal, the next step is to develop key performance indicators (KPIs) to measure progress towards your goal.
To increase the success rate, your KPIs need to be:
Several tools make tracking your KPIs simple, such as Google Sheets, SimpleKPI, and Geckoboard. With these tools, it’s possible to see the visualization of your progress using graphs and charts.
A competitive analysis is a practice of evaluating the strengths and weaknesses of competitors’ strategies. It helps validate your unique selling point and find the gaps between competitors’ offers and customers’ needs.
To do competitive analysis, pick keywords you use, and check who’s ranking for those keywords on search engines.
Another way is to use a tool like Buzzsumo. It shows you the most shared blog posts in a certain period of time so that you can analyze what the readers like about it.
It’s easy to get overwhelmed with many different content channels. For instance, social media platforms alone include Facebook, Clubhouse, and TikTok. And not to mention your website, email newsletter, or online forums.
To figure out the best content channels, ask yourself which channels your audience spends most of their time on. Statista can help answer this question as it provides essential data, like the distribution of social media groups by age, gender, or geographics.
For instance, audiences between 10 to 29 years old love using TikTok, while male users dominate the total active Facebook users number.
Many successful companies still rely on business blogs as it remains the most effective content format over eBooks, email, and whitepapers. It encourages unplanned purchases and helps drive organic traffic.
Here are various types of content for your blog:
However, it’s also important to produce a variety of content types because people may have specific preferences in consuming content. To do this, consider repurposing your blog posts into other content types, such as video content, eBooks, or podcasts.
One brand that successfully repurposed content is Nike. It started by publishing scientific facts behind marathon champions on its blog. Then, it created a marathon event featuring the fastest marathon athlete to prove the facts and produced a documentary of the event.
Businesses that succeed in content marketing often have careful preparation before publishing their work, such as building resources.
Here are some must-have content marketing resources:
The first step in building a content calendar is brainstorming ideas and categorizing them based on the content types, publishing dates, and person in charge. To stay relevant, consider planning content around holidays or special events, like Black Friday and Pride Month.
Google Sheets and Calendar may be enough to plan your content. However, if you need more detailed features and structured team workflow, project management tools like Trello and Asana can help.
The tools offer lists and cards to organize your content and add comments and attachments. They also integrate with third-party apps, like Gmail and Slack.
After your content is ready, it’s time to publish it.
The first option is using your channels, including your blog, social media profiles, and email newsletters. Try to find the best time to share content by following the guidelines on users’ peak activity or checking your analytics.
An alternative is to use paid content distribution, such as pay-per-click (PPC) ads, social ads, or paid influencer content. This way, it’s possible to target more segmented audiences. For example, you can target users by demographics, location, and interests in Facebook Ad.
The final step of content marketing strategy is to measure success. To do this, review your goals and KPIs and check related measurements.
Here are some content marketing goals and their essential metrics:
There are many benefits of content marketing, such as spreading brand awareness and increasing traffic as well as audience engagement. Having higher engagement will result in more reach as search engines and social media will rank your posts better.
To recap, here are some ways to create a content marketing strategy:
Now that you understand the reasons for creating content marketing and the steps to developing your strategy, it’s time to put these methods into action. Good luck!
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