Several elements play a key role in achieving a successful digital marketing strategy. While paid search, social media posts, email marketing, and reputation management are crucial, there is one that takes superiority over all – content. Could this have inspired the famous phrase ‘content is king?’ A good content strategy is key for defining your marketing objectives and setting priorities. And it requires correct planning and execution for success. Consider the tips below to achieve your content goals.
1. Think like a publisher
You know your business more than everyone else, which is great. However, this may present a few drawbacks. For instance, you may unknowingly take the knowledge you have of your business for granted. Unfortunately, this can frustrate your audience. Thinking as a publisher is a straightforward method to overcome this. By thinking as a publisher, you will identify what audiences are seeking and tailor your content to address them. You can also do a few things to eliminate audience frustration, including creating a content team and assigning roles and responsibilities. Creating workflows, gathering feedback, and streamlining your digital efforts are excellent approaches. Consider investing in quality content management technology to make the latest tech help you edit your content.
2. Channel everything into your sales funnel
The end game of content strategy is conversions. Since it is mostly about generating sales, some of your goals when creating content should be to get more clicks and increase your newsletter subscriptions, using other marketing-specific techniques. However, content marketing goes beyond sharing viral posts, creating content on new industry trends, or linking a newly created infographic. It is more about telling a story to emotionally hook your audience and alter their behaviors, feelings, and views on your brand. The goal is to ensure that all your brand narratives, both online and offline, align and channel towards your sales funnel.
3. Find content the audience will share
There is no easy way to put this – getting people to engage or share your content can be difficult. According to social media statistics, 694 posts are made on Instagram, 5700 on Twitter, and over 3.4 million emails every second. That’s a lot of content users have to deal with daily. So how do you convince a user to pause, go through your content and consider it worthy of engagement? While this may not be an easy feat, users will likely engage with content they find useful, relevant, and shareable. Fortunately, you can use SEO competitor research tools to make the work easier by assisting you in identifying what the most successful brands are doing and areas you can improve to produce well-curated content for customers.
4. Stay consistent with your brand
Your brand connects the market to your business. You will likely damage your reputation if your content is inconsistent with your brand. An inconsistent brand can affect how an audience perceives your business and potentially harm your relationship. For instance, ensure your post tone matches your brand voice when posting on social media for a consistent customer experience. Similarly, you can misplace your website users’ trust by promoting creative and hypothetical offers when your landing page copy is data-driven and technical.