Content Strategy Made Simple.
Content marketing is a marketing technique of creating and distributing relevant, valuable content to engaged and clearly defined target audiences to build trust and drive profitable customer actions.
Having a successful marketing initiative means enhancing your position as a leader in your trade. An effective content marketing strategy can engage users in a way that both informs and leaves them interested in learning more. Through different touch points, content marketing is the creation of relevant and engaging content with the goal of establishing and growing customer loyalty as well as generating future business opportunities.
Based on your organization’s goals and objectives, you can create a content marketing strategy that includes sponsored articles on various platforms and branded content including (but not limited to) site content, blog posts, and email marketing.
Here are some tips to enhance your content strategy:
1. Have a content platform
2. Create regular content
You have your platform, and now it’s time to start playing the game. Think about your audience. What do they need? What do they fear? Find the value that they’re looking for that helps them, informs them, or in some way improves what they’re already doing.
3. Create “evergreen” content
Think of an evergreen tree. It’s green all year, it doesn’t shed, but at certain times of the year – like during Christmas – thousands of people are looking for evergreen trees to put in their homes. Think about content that could be relevant year-round, but also have episodic spikes of interest throughout the year. This type of content that will produce the most value.
Bonus! Create “dandelion” content. Think of dandelions. They spread far and wide, but have a shorter life cycle. Create topical content that addresses current events, news, and trends, to cross-pollinate your brand with developing trends and reach wider audiences. By keeping track of your content as well as what’s trending online, you can also adapt evergreen content into dandelion content for social media.
4. Have “hooks” to build an audience you can talk to
As a small business, you’re probably giving away free content, and free things all the time. Well, you will lose money if you continue to do that. This is why you need a “hook”. In other words – “why would somebody give you their information?” For this example, let’s think about an e-mail. If you get the person’s e-mail, and therefore permission to talk to them, the next time you put out free content you can reach out to them. You can also contact them the next time you do a fundraiser, or when looking for volunteers, etc. That’s how you build your audience. This is the most valuable asset that your organization will have.
5. Content distribution
You created all this amazing content, now how do you get it out there? There are two simple ways. One is SEO – Search Engine Optimization. You have to build your site using the right keywords, and put it where people can find it. The other way to distribute your content is through SMO – Social Media Optimization. You can talk to anybody you want on social media. Create relationships. Have you written an article that highlights a different organization or product? Let them know! At some point they might feature your organization on their site. That’s the cycle you want to create.
You Must Measure It
This is the most important. How will you know if what you’re doing is right? Look at your Google Analytics, and check what the data say. Then, adjust based on the results. Look for how people are searching for your types of content, and mimic what’s out there. Do more of what works and expand on it.