Content Marketing Strategy – The Ultimate Guide
Have you been so confused and clueless of what content to put up to drive the much needed targeted traffic your website? It happens to me a lot when I didn’t have a content marketing strategy in place.
It doesn’t matter whether you’re just starting out or not.
You need an updated content marketing strategy to match the needs of your potential audience and stay ahead of the competition.
Content Marketing is blooming.
Facts from the content marketing institute has it that 70% of B2B marketers are investing in content creation than they did in 2016.
In this detailed guide, I will show the exact steps on how you can create a killer content marketing strategy for your business.
What is Content Marketing Strategy?
A content marketing strategy is a plan that manages and controls the production and distribution of content.
Ideally, it is a subset of your overall digital marketing strategy.
Whether you’re a fan of blog posts, infographics or videos, your content production process must have a well targeted purpose.
You need to consider many factors while creating content such as: your targeted audience, the problem your content is solving, content formats, the originality of your content, content distribution channels, content scheduling and a lot more.
Is a Content Marketing Strategy Important?
This question is a no-brainer!
You definitely need to have a content marketing strategy in place because it matters and is extremely important for your business to grow.
Your content marketing strategy is your guiding path to getting your message across to your audience.
It helps you get targeted traffic, convert them into leads and then into sales. This piece of your digital marketing strategy involves low-cost investments and provides you with much more time to focus on other traffic channels.
Now, how do you create the pivotal piece of your digital marketing strategy?
How To Create a Content Marketing Strategy [7 Steps]
1. Analyze your Goal
First of all, you need to define your content marketing goals in clear terms.
What do you want to achieve with your content marketing strategy?
Do you need more traffic, brand awareness or sales for your business?
Having a clear view of your goals would best guide you into formulating the perfect content marketing strategy for your business.
2. Create a Buyer Persona
If you’ve been on the right side of marketing, you know what a buyer persona is already.
Just starting out? A buyer persona is your target audience, basically.
The ideal type of persons you’re planning on reaching with your content. Once you know your buyer persona, you can create valuable content that they would love and are actively searching for.
Your buyer persona works in sync with your content marketing strategy.
3. Pick a Content Format
There are varieties of content formats for you to adopt in your content marketing strategy.
A lot of people use blog posts which is easier to create and performs great, but there are still some complementary alternatives.
You could create an eBook that goes in-depth about a topic on your blog and use it as a lead magnet to generate leads.
Also, you could make a YouTube video from a blog post you created and get YouTube traffic into your sales funnel.
Here are some popular content formats you should consider using in your content marketing strategy.
Interestingly, I got you hooked on this post and reading till this point because I’m using blog post as one of the content formats of my content marketing strategy.
Blog posts is the most important piece in a content marketing strategy.
You use them to dish out valuable, bookmark-worthy content to your audience (buyer persona) and get them always asking for more from you.
Posts should be published regularly and should contain from 1000 – 2000 words around buyer-intent keywords ideally.
Typically, Ebooks is a detailed version of a blog post and contains a lot more in-depth content.
It is mostly used as lead magnets for lead generation.
Lets say, you’re having a weight loss blog and you’ve published a blog post on “Why Ginger Drink Is Not An Ideal Weight Loss Recipe”.
You can have it linked to an eBook titled “30 Weight Loss Recipes You Should Try” and let your audience enter in their user information before they can access the valuable eBook.
You’ll definitely get a ton of targeted audience as leads and you can then place them in your sales funnels and make money from them. Easy peasy!
No one loves to do stuff from scratch. Everyone wants an easy, done-for-you, plug-and-play, download-and-customize process or system.
Just like eBooks, Templates is an hot content format for generating leads.
Provide your audience with a valuable template that helps them succeed with something and they would surely give you their personal info and even want to buy from you more.
A picture is worth more than a thousand words, they say. Could an infographic be worth more than a thousand blog posts? Only one way to find out!
Infographics is a compelling content format which deals with visuals. You can use it to share content in a lot more beautiful, captivating and compelling manner.
You’ll need to invest a lot of time and resources in creating video content in comparison to written content formats.
Videos is the best content format because it is engaging, converts better and gets shared a lot more likely.
If done right, it’s capable of capturing the attention of your potential audience, turning them into customers and then into brand disciples without breaking the bank on Ads.
This content format is not popular but there are still lots of folks who find it interesting listening to you speaking than reading your content everyday.
You can have conversations with people about niche specific topics or even interview people who are experts in your niche.
Once you’ve been regularly publishing content on your own site for a while, it might be time to start thinking about posting content on other sites.
You should publish content on other authority blogs, repurpose your existing content and publish on external sites such as Medium & LinkedIn.
5. Get Content Ideas & Create Content
Next up, you need to decide on what to create content about after choosing your best content format(s) to work with.
Here are some tools to get you started:
Google Keyword Planner
You can get content ideas from your keyword research.
Normally, the content you’re going to create should be visible on the search engine so you have to optimize your content around some specific keywords. This step is crucial if you’re going to be using blog posts as a content format.
There are various Keyword Research tools on the internet but I’ll highly recommend the Google Keyword Planner Tool which is FREE and accessible to all.
HubSpot Blog Topic Generator
If you suck at giving your content a title that’s engaging and compelling at the same time, then the HubSpot’s Blog Topic Generator is your new friend.
All you need to do is enter general topics or terms you’d like to write about, and this tool does all the work for you.
You can use BuzzSumo to get popular content that’s trending on social media sites and generate content ideas from that.
The content you’ll find on BuzzSumo are curated according to social media shares which signifies content likeness and popularity.
CoSchedule Blog Post Headline Analyzer
This tool would help you analyze your headlines and titles.
If you’ve chosen a content title or headline with HubSpot Blog Topic Generator, run it through the CoSchedule Blog Post Headline Analyzer and it would give you feedback on length, word choice, grammar, and keyword search volume.
The tool does much more like giving you ideas on how you can make your title stronger and compelling enough to your potential audience.
After brainstorming for content ideas, you need to get a content calendar which you can use to manage content creation and track it.
You can use the HubSpot software to plan, produce, publish, and track your content marketing results all in one place.
It would also guide you on what content to create next so you’ll be on track and wouldn’t be clueless.
7. Publish Content
You’ve got your content ready? Then it’s time to publish.
If you’re using the blog post, eBook or infographic content format, make sure it is well optimized for the search engine.
If your website is managed on WordPress Content Management System, you can use Yoast SEO Plugin to optimize your posts for the search engine.
If you’re using videos as your content format, publish your content on your YouTube channel.
Podcasts? You can use publish on SoundCloud or any other podcast management platform.
You’ve gotten the info you need, Now is the time to act.
Without a content marketing strategy in place, you’re leaving a lot of money on the table.
You’re missing on a lot of traffic and awareness and your audience are lost trying to look for you.
With the steps, tools and resources I shared above along with your creativity, I’m super confident you can now create a successful content marketing strategy for your business hassle-free.
Did I miss out on any important step or tool? Share it in the comment box below!