Content marketing is an excellent approach to promoting your business on the Internet, but success doesn’t always come easily. Having a content strategy is very important for a positive result in content marketing. In this article, we will explore the step-by-step process for creating a successful content strategy that will render you the anticipated results.
There are many marketing tactics to increase your brand awareness, but the most effective ones are backed by proper planning.
A content marketing strategy will help you get to know your targeted audience and learn what motivates them to act. It’s the process of planning, creating, publishing, and maintaining content that attracts and retains customers.
Knowing your strategy before and after drafting a piece of content helps you build more relevant content for your brand. This will result in increased leads and better return on investment.
Some advantages of planning before producing content include:
- Increased confidence for content writers and marketers
- Strategy for analyzing your success and know what has worked for your brand
- Target content for users that converts them into your customers
By reading these benefits, we hope that you understood the need of having a content marketing strategy for your business.
How to Create a Successful Content Strategy
- Define your goals
- Identify your audience
- Research keywords
- Choose the right platforms
- Create an editorial calendar
1. Define your goals
Have a distinct set of goals to inform your content strategy. Before you start to write, ask yourself why you want to create content. Some reasons to create content might include:
- Boosting conversions
- Increasing brand awareness
- Generating leads
- Improving search engine results
Once you establish your goals, determine if a content strategy is the best way to accomplish them.
You must think critically about your goals because content marketing might not be the best method to achieve all of them.
If you aim to get more conversions, for example, then content might be of little use. If you want to increase your brand awareness and lead generation, however, content can help.
Keep in mind that different sections of sales funnel require different types of content. Devise your strategy in such a way that the right people receive your content at the right time.
2. Identify Your Audience
For your content strategy to succeed, you must identify who you want to reach with your content. Once you determine your target audience you can research their online activities, such as their favorite websites, products they love, and the problems they have that you can solve.
This valuable information will help you to outline your audience’s journey from the top of the sales funnels to the bottom.
Draft an effective content strategy that can lead your target audience through every step of the sales funnel to purchase.
JetBlue, for example, understands its target audience very well. They target low-budget travelers who want a comfortable flying experience without paying too much. Those travelers are mostly young.
JetBlue uses its Twitter handle @JetBlueCheeps, shown below, to target its audience.
The account tweets catchy phrases and images with attractive captions, such as, “Flying like a boss."
JetBlue’s latest campaign is #JetBlueVacations, taking advantage of vacation season in most of the U.S.
Identifying your target audience helps you tailor your content to specific users, who will then be drawn to your brand.
3. Research Keywords
Keywords are the backbone of content development. Remember to consider them while making a strategy.
Once you’ve identified your target audience, research the keywords that the audience is searching for.
To do this, explore the content of your competitors and see what your audience is engaging with. Then, use a similar kind of keywords in your content. This will drive traffic and bring higher search engine rankings for your website and brand.
There are many online tools available for keyword research like Google Keyword Planner and Ahrefs.
To use these tools, search for the topic or niche around your keywords, and then thousands of keywords will appear on your screen as a result.
One brand that utilizes keywords brilliantly for marketing is Amazon. It generates enormous book sales by optimizing long-tail keywords, which are the 3 to 4 word phrases that specify what you are selling.
Amazon uses long-tail keywords in product descriptions and sometimes even titles, shown on the product page below.
When customers search for a particular product by its name, they find the exact match as well as a lot of recommendations related to that. Due to this, even the oldest editions of books get sold which increases the revenue.
4. Choose the Right Platforms
Marketers can choose from several social media and content platforms, but not all of them will be the right fit for your content.
Instead of getting overwhelmed by using every channel, use a few distribution channels based on the nature of your content and the type of audience you want to reach.
Red Bull, for example, knows that most of its customers are young and use Facebook. It publishes content on Facebook 6 or 7 times a day – more than other platforms.
On Red Bull’s Facebook page below, you can see the brand has 48 million followers.
Knowing which platform can provide you maximum relevant audience can change the demographics of your sales and popularity of your brand.
5. Create an Editorial Calendar
Once you select the distribution channel, you’re ready to create an editorial calendar.
Editorial calendars are useful tools that track your content across channels and ensure that you are posting consistently.
Many companies swear by this technique to make sure they are active on all their social media handles.
BMW, for example, is a well-known brand in the automobile industry. Its designs are classic and timeless, but there is always a variation in their content marketing strategy.
BMW likely has an editorial calendar to manage posting 2 to 3 times a day on their Facebook page, 4 or 5 times on the Instagram page, and 2 to 3 times on Twitter.
By analyzing this pattern, it seems like their frequency of sharing content depends upon the number of followers each page has, which is a great strategy.
Plan your editorial calendar around the channels and pages that perform the best.
Content Strategies Help Businesses
These 5 tips will help you create a content strategy that will provide excellent value to your audience and lead to long-lasting trust in your brand.
Your content strategy is as unique as your company. There is no single solution that every brand can use to accelerate its revenue.
Following a few general tactics, however, can help you find the right path. I have used these tips for my blogs and have seen a lot of positive differences.
Start designing the content strategy that will give you fantastic results.