Content marketing is as strong as ever in 2019, especially as more businesses realise the potential behind it.
As competition continues to grow, and more and more content gets created, you need to be at the top of your game to make all the effort worthwhile. Your content marketing is only as strong as the strategy behind it. Producing content for content’s sake isn’t an effective way of driving traffic to your businesses website and trying to convert those visitors into paying clients.
Here are 8 benefits of having a strong content strategy if you aren’t already convinced:
So, if a content strategy is so important, where do you begin? I have laid out the foundations of a content strategy for you below. If you’re looking for a more comprehensive, in-depth content strategy tailored to your business, request an audit now.
You can write content as much as you want and promote it across various channels but without your right target persona in mind, you will miss the mark entirely. This goes back to the notion of ‘right message, right time, right place’ - without proper thought and development of who you want to target, your message will be wrong, your timing will be wrong and the place you promote your content will also be wrong.
Developing a target persona group will allow you to research the channels they utilise frequently, what their search habits are, what content it is that they read when planning to buy, and the correct time to be in front of these people. It will also allow you to understand the language they speak in, who they turn to for information and what their purchase intent is. e.g. targeting a young 20’s millennial male that is heavily invested in Twitter & Google throughout the day might require different messaging, promotion and CTA approach when compared to a middle-aged woman who frequently uses Facebook, uses Bing as her primary search engine and has a lack of knowledge surrounding your services. Educating the latter might be the primary focus of your content strategy, versus cashing in on existing intent with the millennial persona.
In all cases, you want to focus on delivering value and solving problems for your most valuable personas. This is the content they will most appreciate and it’s also the content that will generate the greatest benefits for you.
Great, you’ve developed your target persona group! Now what? That’s right, more research. Reiterating the point of not producing content for contents sake, you will need to put some thought into how your prospects and target persona are already being driven to your website. Keyword research will allow you to see what short and long-form keywords are being searched for that your website is already ranking for on the SERPs page.
Keyword research shouldn’t only be conducted to capitalise on keywords your website already ranks for but also for keywords that you WANT to rank for. Think about those keywords that have higher commercial intent than others – those keywords that you find your customers are converting on more than others. Is there little information out there on a particular product or service that you offer, and can you capitalise on this by writing good quality content that captures these keywords? Check out how we used a content & SEO strategy to dominate the SERPs page for one of our clients for a service that didn’t yet exist.
Now if you’re anything like us here at Rocket, it isn’t viable (or necessary) to produce a new piece of content daily. We put together a content calendar that allows us to produce 4-8 pieces of content per month. What’s great about a content calendar? You can assess how the content is going, assign other team members to produce some content and, most importantly, have a timeline of when each piece of content will be posted to your website or blog.
Content calendars are also a great way to ensure your post will be SEO ready before it is posted live. SEO isn’t just technical and can play a role in how your content ranks as well as how content can boost your overall SEO effort. You can read more about that here. Based on the keyword research you have done, you can determine the keyword you want to rank for, write a meta description to fit your post, and the title for your post. It is also a handy way to understand what stage of the buyer funnel you are targeting and the potential distribution channels you will utilise for your content. This is also a good time to audit and reassess any content you already have on your website or blog that can be repurposed for the year to come.
This point runs on from the 3 previous – knowing the goal/s or outcome/s you want from your content strategy will keep you on track in terms of hitting your targets and will assist you in developing a strong strategy. The content you post will vary substantially depending on this. Are you encouraging people to purchase your services? Do you want them to hand over their email address or other information in exchange for a value piece so you can nurture them (a lead magnet)? Are you simply distributing content for awareness and branding purposes? These are the questions you have to ask yourself while setting up your content strategy, whether that’s while developing your personas, mapping keywords or developing your content calendar.
Make sure these goals are realistic and measurable and you aren’t expecting too much from the beginning. Setting unrealistic goals that are difficult to hit or measure will set you up for failure and will mean all of your efforts will be lost – creating content for content's sake isn’t a strong strategy (again). Developing your goal/s will undermine your greater efforts with content and drive success, however you measure it.
There is only one way to know if your content is having an impact on your leads and sales and that is to assess it on a regular basis. Determine whether your content strategy is hitting the goals and targets you’ve set for your business. If it is, you’re on the right track and you should see an uplift on sales or leads. If not, it’s time to go back to the drawing board. Do you need to realign your goals? Do you need to do more in-depth keyword research? Is your content something your audience will actually want to read? Are you producing content for the sake of producing content?
At Rocket, we like to assess how well our content strategy is doing once a month. If we’re hitting our goals, we continue along the same path. If we aren’t hitting our goals or the content isn’t producing the desired outcome, we review our strategy. It’s unlikely your content strategy will produce positive results 100% of the time and you need to think of it as constantly under review. Without the proper time or resources allocated, it is easy to fall behind or neglect your strategy altogether.
If you need a hand putting together a strong content strategy and implementing it, give us a call on 02 8310 2393, or you can request a proposal by clicking the button in the top right of your screen. If you’ve put together a content strategy but unsure why it isn’t producing results, you can request an audit or contact us today. We’d be glad to help.
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