Previously we had a discussion on content marketing, today we are going to talk about 6 Things You Should do for Content Marketing Strategy, but before we get started we need to have an answer for a few questions like Are you creating Content?
Do you have a strategy? Is it Working? If the answers to these questions are no? so keep reading.
Because today we are going to have a look at a top-level overview of the thing that you need to include in your own Content Marketing Strategy.
Developing content Marketing Strategy
1. Target Audience
There are many ways you can target your audience, First and foremost I recommend creating a buyer’s personas.
Now you can create a number of personas based on various stages of the buying cycle as well as various needs of your buyers. Don’t look to create too many Personas, I would stick to standard number between 5 and ten. Because you don’t need to overcomplicate things at this stage.
Another way which you want to create or find information about your target audience is to pull off the data from Google Analytics, where you can pull of audience report.
This gives you key demographic data based on target audience, Personal Interests, age, gender, and Location.
2. Goals and Objectives
Once you have painted up the good picture of whom you’re targeting now you can create your own goals and Objectives for your content marketing campaign.
Now Every Business Will have their own business plan and then drilled down from that they will have their own marketing plans and marketing goals.
It’s key to remember that each piece of content you create has to have its own goal and Objective.
Now a goal could be something like driving referral traffic, organic traffic, social shares, engagement, conversions, lead, sales and so on.
However, it’s all well and good saying, that I want to create a piece of content that’s going to deliver lots of traffic.
The way in which you can achieve this by setting the objectives.
Now your objectives could be something like to provide information, to educate, to entertain, to persuade, to create controversy.
A good example could be let’s say you want to create a good piece of content that sustains traffic over a long period of time, that’s your goal. Well, your objective will be to create something that provides the insights, that educate the reader. Something that you know is going draw visitor’s back to your website and a good example of that will be a white paper, a user guide, a how-to-guide.
So that just shows you a good example of, when it comes to your goals and objectives, the type of things you need to be thinking about. They all need to be aligned with your marketing plan and overall Business Plan.
3. Getting involved in Social media
Now before you create a single piece of content, first and foremost you want to be getting involved on social media, so set up the profiles on big hitters like Facebook, Twitter, LinkedIn. Populate them, engage with visitors, with users, answer comments, answer questions and so forth.
One of the things I would recommend is to find industry-specific sites, niches such as like Q&A Sites like Quora where you can drill down in those sites to specific areas that are of interest to your own business, engage with visitors, engage with users.
One of the key things you want to be getting out of this process is to build up your own community of followers, but also start engaging with key influencers in those communities. And this will help massively when it comes to promotional aspects of the overall strategy.
4. Establish Content Ideas
Now you know you are targeting, you’ve got your goals and objectives, you are active on social media, it’s time to start establishing the content ideas.
First and foremost, you want to start doing is to performing your content audit, so you go on to your own site, measure and map out everything that you have ever done in terms of content.
So, look at blog posts, infographics, videos, look at everything you have done.
How you can do this?
In a spreadsheet measure out everything with your Content title, content type, number of social shares, number of page views, the number of comments and try to tie it all to your goals and objectives.
Any idea you come up with always map it your content audit, and always have a look at what worked and what didn’t work.
Now that you have done with your content audit it is now to move ahead with competitor analysis, so here you’re going to be looking about at five to ten of your strongest competitors.
Look at the content that they have created it could be looking at the on-page like blog posts, infographics videos. And you could look at their off-page stuff like guest posts, newsletter, surveys etc.
This will give you an idea what are the rich source of ideas your competitors are doing, you can measure against what you are currently doing.
For Instance: You perform a backlink analysis of your competitors, and you find a variety of sites that they are writing for and they’re writing on. Again, this can provide you with some great insights and you might be able to approach those sites.
Offer a follow-up Opinion on a different angle.
Using Google Analytics
Google analytics is something you can utilize when it comes to creating your own content ideas. In Google analytics, you can perform, what is known as site search and you can have look at data received from that.
This is basically when visitors land on your site and they perform site search Internally.
Now google analytics also provide you information with key performing pages.
So, it could be a particular product or service that you want to create content.
It could be that you find a particular product or service isn’t performing as well as you can actually find out why people are dropping out of the buying cycle.
After identifying the reasons, you can go ahead and create a new content considering with all the necessary measures failure and help feed those people back into the buying funnel.
And Hopefully, get a sale conversion.
You also want to make sure that your content is keyword optimized, so you need to perform keyword research. The keywords that you establish within your keyword research obviously feature in the content you create.
This itself gives you an idea of good content ideas use something like Google Trends for that matter, where you are able to look at your trending topics, not just thus those core keywords.
This is very useful when creating long tail keywords.
Finally, you want to be looking at your own internal events, your own calendar, your own internal news utilizes and leverage that when it comes to creating your own content.
5. Editorial and Promotional Calendar
Now that you have got all your ideas and now you want to map that on an editorial calendar, you want to be doing this for 3 months, 6 months or 12 months period and you want to really factor those key dates, those key events.
You also want to look on more standard national holidays like Independence Day, Republic Day, Diwali, Eid, Christmas and really think about your overall campaigns. And How you can tie in with those holidays.
The Editorial calendar will also be featuring your promotional aspects so that any piece of content you create need promotional phase.
Whether that promotional phase is of social or you have a whole outreach program that you want to organize. It’s up to you but your promotional calendar, your editorial calendar must feature that who is going to promote it.
The other good thing about the editorial calendar is it holds people accountable. Not only you will have a live date or the publish date or the upload date and the promotion date but you can account and assign each individual who does those activities.
Whenever you create content, need to measure it and the way you that you measure your content.
it should be relevant to your goals and objectives that you set out in the first place.
But as a basic and a standard level you want to set up the google analytics tracking code, and you want to set up goals.
You need to look at the key things like where your traffics is coming from, the user’s age, their locations.
you want to be looking at a number of visits where those visits are going after they have landed on your content
This provides you rich insights into the effectiveness of your own content.
The perfect content marketing example I can give is Bharatiya Janata Party who uses a very innovative approach to reach out to the new and existing voters across the digital media. if you want to read this full article you can article by Social Samosa
This all the things need to consider when it comes to your own content marketing strategy.
if there’s anything that you think that I’ve missed and like to add please leave a comment below.