“Without a strategy, content is just stuff and the world has enough stuff.” (Arjun Basu)
That being said, it’s indeed rudimentary to have a content strategy that ranks your content on the top out of 7.5 million posts published every single day.
But how do you do that?
Believe me when I tell you that there is no magic potion out there that can generate traffic to your content.
It’s simply knowing how to market your content. Using the right marketing content can get you on the leaderboard.
We are living in 2021 – the era of technology. People will keep adhering to the old tactics but it’s crucial to stay up to date. With each new day passing, the world is advancing and so shall your strategy. The content marketing world is like waves in the ocean, never stagnant but always dynamic.
It’s time that you stop adhering to archaic plans & start adapting to advanced strategies. Don’t worry, you don’t have to do it all alone. In this blog, I’ll guide you step by step on how you can build up your content strategy to rule in the marketing world.
Before we dwell deeper into this, what basically is a content marketing strategy?
A content marketing strategy is a plan for building an audience by publishing, maintaining, and spreading frequent and consistent content that educates, entertains, or inspires to turn strangers into fans and fans into customers.
Now, let’s talk about how you can build one.
Step 1: Define Your Goal.
What’s instigating you to develop a content marketing strategy?
What do you want to achieve?
It’s important at the initial stages to figure out what you want to focus on & what you want to eliminate.
There must be an objective that leads to action & then results.
Think of it like this – Would you wake up early every day if you don’t have goals set for the day? I’m not saying that it has to be a complicated one but it can be as simple as you want to build a proper routine or you like sunrises. Precisely, you need an objective to act.
Similarly, you need a goal to set up a content marketing plan for your business & work accordingly.
Are you aware of your objective?
Well, not everyone is and that’s completely okay. At times, we do not know where we lack but can definitely sense that something is not right. If you’ve not already found out your objective yet, you can now.
These are some typical goals:
- Improving revenue
- Getting more traffic through SEO success
- Reduced marketing costs, as your content becomes more effective
- Engagement with the audience
Maybe, you are looking for one of these? Or maybe not.
So, I’ve found this simple & easy to use template by HubSpot that helps you build your content marketing goal.
To emphasize this step, I would like to share this quote with you.
“There is no content strategy without measurement strategy. Before embarking on a content initiative, irrespective of medium or platform, it’s important to know what you want to achieve.” (Rebecca Lieb)
Step 2: Choose your type of content.
You need to specialize in your content. We all may possess different skills but there is always a special one, the one that can make you stand out. And at times, we invest time in polishing our all other skills while forgetting the one that truly deserves our attention.
“Jack of all trades means a master of none.”
It’s clear that no one can be good at everything (of course, there can be exceptions). But generally, it is what it is. For instance, Apple is known to have the best camera while Samsung has the best battery time. It’s not like Apple can’t improve its battery time or Samsung can’t come up with an exceptional camera. It’s about knowing your strength and making the most of it.
It’s you who’ll decide your key strength and use it to accomplish your goal. Take me for example, I know that I can’t be as good in front of a camera as I’m with words so I tend to write blog posts. You may be good at presenting your ideas with clarity in front of the videos & creating great video content. There is not one but many types of content marketing that you can utilize.
- Blog posts
- Case studies
- Social media
For a little help, here are the stats of the most used content marketing types:
Just know your area of best interest & start hustling.
Step 3: Find the right keywords.
This is one of the most important aspects of content marketing. Your keywords here play a crucial role in ranking your content on Google and improving content engagement.
Keywords help in the finding of your content on the internet. When consumers have a specific question for which they need answers, they go to a search engine and type in a string of terms. Google then searches these indexes for information that matches those words and evaluates how well it satisfies the query before delivering it to the user.
The higher the content appears, the better it is linked to the search input. The most relevant material for a search query appears at the top of Google’s first page.
“Focus on providing better answers for your audience: know that Google wants to have ‘answers’ for its audience, not just a lot of information.” (Cyrus Shepard)
Just know this.
Moving on the question that arises, “how do you find the right keywords?”
There are many complicated methods & apps that do it for you. But, it’s actually pretty simple. I have used the same method for years now & it works.
Hands down, Google is still the best place to find the answers you are looking for because it’s the most commonly used search engine.
All you need to do is type your keyword on google search engine & figure out what’s on the top. For example, if you’re looking for a smartphone, you’ll eventually know what people are looking for. Well, smartphones can be a broad category so let’s cut that down a little. Let’s write “Smartphones with the best…”
And you will see the results on the search engine; you can figure out what specifications are people interested in.
Pretty simple, right?
Step 4: Who’s your audience?
Once you know your target audience, it becomes simpler for you to create your specialized content that converts.
Your target audience is the set of people who are most likely to want your product or service and, as a result, should notice your advertising campaigns. Age, gender, wealth, geography, interests, and a variety of other criteria can all influence who your target audience is.
See, If my product is related to beauty or fashion it wouldn’t make sense to pitch it to an audience interested in automobiles, right?
But how do you find your target audience?
It’s no science but web analytics, social media analytics, and email subscriber analytics will give you the data you need such as:
You’ll also get insight into their key interests.
To find this information in Google Analytics, go to Audience » Interests » Overview. You’ll see the market segments your web visitors fit into.
Or you can also conduct surveys. I personally like it. You can easily create a survey on Google Forms & know about your consumers.
Here comes the most important part: customer feedback.
It can help you gather insights into how your customers feel about your product, what problems they’re facing, what changes are required, and above all it makes them trust you.
Content builds relationships. Relationships are built on trust. Trust drives revenue.” (Andrew Davis)
If you’re unable to build a relationship with your consumers, you’ll never achieve a reliable & loyal customer base.
For feedback, you can simply take surveys by creating them through Google Forms. I tend to give them value in return. It helps in gaining their trust by giving them something for their help in making improvements.
All in all, once you have all of these pillars in place, not only will you be producing much more quality content, you're also going to be growing your subscriber & reader base - which in turn will surely help you increase your bottom line.