The use of content marketing strategy for your company’s website is of great essence as it allows your business to gain quick recognition from potential customers. Through valuable content, your business identity is revealed in its specific niche.
Content marketing is a marketing strategy or process that is based on the creation and application of valuable and informative content with the sole purpose of attracting the interest and attention of its target audience in order to develop and increase visibility.
The goal of creating a content marketing strategy for websites is to attract visitors and convert them into customers through communicating targeted and valuable information, and storytelling techniques. Its aim is to boost visibility with target audience, using SEO keywords on search engines and social networks.
An optimized website gets better ranking results in the search engine result page (SERP) supported with an optimized content which is a determining criterion for the positioning of the website.
SEO and content marketing strategy work hand in hand and so it is necessary to achieve quick results on getting recognized and attracting potential customers. The important aspect of content revolves around the use of keywords. A minimum number of keywords is an advantage for SEO but their use should be dispersed and inserted into the text in a smooth manner.
Also the content of a website should be long enough and pleasant to read because quality content perks interest. If an article is well positioned, it will be read and shared all the more. These results are taken into account by the search engines and it establishes more engagements.
Often, content marketing strategies are not specifically focused around a product. Rather, it’s centered on building the image and developing the mission of the business. It can basically be described as the backbone of marketers and web strategists.
According to Hubspot blog, content marketing is important for the following reasons:
- Educating your leads and prospective targets about the products and services you offer
- Boost conversion rates
- Build relationships between your customers and business that will result in increased loyalty
- Show your audience how your products and services solve their challenges
- Create a sense of community around your brand
In summary, content marketing is a global strategic concept used by businesses to create exceptionally optimized content for its website, blog post or social media profile; to boost brand image, attract and then to retain customers.
In order to deliver a saleable marketing content, a content strategy is essential to achieve this. Content marketing strategy is not just about creating texts but it involves planning for the long term on how best to distribute and manage contents on different platforms making it possible for the company to become more readable on search engines as well as maximize visibility.
There are several approaches to building an effective content strategy. It takes time and involves all functions of the business because it is a long-term project and without indicators to follow, one could easily get discouraged before even starting.
Knowing the importance of content marketing, it is therefore necessary to note seven proven essential steps that you need to develop and define your content strategy in order to create your marketing content.
SEVEN PROVEN STEPS TO DEVELOP AND DEFINE YOUR CONTENT MARKETING STRATEGY
- BRAND IDENTITY AND POSITIONING
The identity of your business brand is a core area of developing content strategy. Ask yourself the following questions as a business owner:
- What are the values of the company?
- What makes the brand unique?
- What is the customer benefit?
The positioning of the brand is the basis of the objectives and the identity of the company. The idea is to build a solid foundation and create values such as trust and transparency.
The classic objectives of content marketing are:
- Branding (establishing the brand)
- Increase brand popularity through SEO
- Net linking (create more backlink profiles)
By answering the above questions and clearing these objectives, you would have successfully defined your marketing content strategy.
- TARGET AUDIENCE
The definition of the target audience is closely linked to the positioning of the brand and the objectives to be achieved through a content strategy. Above all, the target audience are your potential customers. This means that your marketing content must be powerful and attractive enough to interest your target group.
When your potential customers engage with your content, you get a chance to gather their data.
Data gathered on personas can be collected using effective tools such as Google Analytics. Social networks are also a great way to gather valuable information about your target audience in order for you to know how to prepare your content strategy that will be suitable for potential readers.
- CONTENT INVENTORY AND AUDIT
Before evaluating the proposed content, one important step in developing and defining a content strategy is to conduct an audit of existing publications.
During this phase, content already published by the company is carefully analyzed. This is called Content Inventory. The objective is to assess the possible gap between the work accomplished and the content that remains to be created, it provides a structured overview.
To perform a content audit, each content is reviewed to determine its relevance by verifying the quality of the written texts and analyzing the activity on social networks from the comments and clicks of target audiences.
The identification of a successful content, capable of creating an interaction with the target group, will make it possible to reach a definitive decision. The analysis done should also reveal mistakes, such as irrelevant or missing content before optimization.
- FIND TOPICS, DO RESEARCH AND PLAN
This step consists of conducting research on topics and developing a precise plan in order to achieve the defined objectives. It is important to observe how the content created will bring added value to readers.
It is also necessary to keep in mind the relevant themes which relate to your brand and carry its values. You must also ask yourself what type of messages should be disseminated and when they should be published in order to reach your target audience. You need to know who will create what content and when. If you do not have in-house skills, you can outsource the writing of your content.
It is also important to take into account what searches your target audience do on the web and what keywords they use.
This is where SEO tools such as Google Analytics or SEMrush come in. These tools are invaluable for performing keyword research. You will find a lot of information on the subject in our article on SEO TOOLS, which is an essential aspect in a content marketing strategy.
- COMPETITIVE ANALYSIS
Analysis of the competition is another way of developing and defining your content strategy.
This allows you to learn from the success or failure of others. It is also an opportunity to observe the methods in which your competitors are using to boost their brand through content. It also makes it possible for you to find inspiration on the following points:
- What formats does the competition use?
- What channel is being used as a means of communication?
- What content marketing strategy is applied?
This makes it possible to obtain a great deal of information on the market situation and allows you to map out innovative formats that can help you stand out from the competition.
Once this is done, all you have to do is to compare the different results of the competitive intelligence and think about more unique themes for your brand that will remain interesting in the long term.
- CONTENT CREATION AND PUBLICATION
After the planning stage and analysis of the competition, what remains is the creation and publication of the content. For many companies, the challenge lies in the quantity of texts and content to provide, without sacrificing quality and while sticking to a schedule.
Quality content includes text, videos or images and so it is sometimes necessary to call on external resources or freelance providers if the company lacks in-house assistance.
Good presentation and careful structure are also key factors in the success of any online content. The content must be appealing and must meet the following criteria:
- Relevancy and uniqueness
- Specific to its target audience
- Useful and Informative, with a sense of humor
- Reader friendly, well-structured and error free
- Optimized for search engines
The last point is critically important for a successful content marketing strategy. In order for your content to be highly recognized, search engine optimization is extremely essential.
Depending on the target audience and in particular customer’s personas, it is necessary to define the communication channels to be favored and to adapt the content according to these channels.
The first communication channel should be your company website as it would be easy to find through search engines. Aside from that, social networks have become increasingly important in business communication and should be made use of.
- CONSISTENT MONITORING AND EVALUATION
When you regularly monitor the measures that you have taken to develop and define your content then you can apply appropriate optimization steps to improve and redefine your content marketing strategy.
The monitoring of this strategy is from KPIs (Key Performance Indicators). The company’s online marketing KPIs can be used to measure the effectiveness and engagement of posts.
Above all, it is important to know how to maintain a balance between the expectations of your target audience without ever forgetting the objectives of your business. This means that your content marketing strategy must always align with your company’s objectives, hence there must be room for consistent evaluation.
A content marketing strategy takes time but it is compulsory if one intends to boost the success and visibility of a website for a long-term.
The relevancy of the content will also determine engagements from the target audience. To create quality content involves an elaborate and carefully considered strategy inclusive of SEO keywords. The success of the content will be measurable if you carry out regular monitoring, but you must also keep in mind that such a strategy must continually evolve.
It is therefore necessary to maintain these efforts and to keep in mind the objectives of the company, the positioning of the brand and the target audience.
At Deyo Digital, we are focused on SEO keywords, and we help our clients optimize their blog posts. Contact us today so we can help your business brand gain recognition on search engines.