Creating great content is all good and well, but if you don’t have a content marketing strategy in place then it is unlikely to be seen by anybody.
There are three important factors to keep in mind when creating your content, your target audience, how you’ll promote your content and your business aims.
Your brand story is one of the most important aspects of your content marketing strategy. Identify who is interested in your content and then create content that they will find interesting and address their concerns, needs and expectations. A good brand story will be understood immediately by your audience, keep in mind your brands voice, culture and what you want to portray.
Always have a goal in mind when creating your content, be it to generate social media engagement, bring in organic search traffic or convert visitors. By having a clear goal it will make it easier to measure results and adjust your content marketing strategy accordingly.
Types of content
Different types of content will have varying degrees of success for your business. It may even be beneficial to use a variety of content styles. Consider research and original data, infographics, product reviews, videos and blog posts. Incorporate these different types of content into your marketing strategy to attract a larger audience. Monitor bounce rates and site visits to see what type of content works and which do not.
Choose a metric
Most businesses consider sales the best metric to use to measure a content’s success. It is vital to set goals and metrics to be tracked, otherwise you’ll never know if you accomplished your goal. Sales may not be the only metric that you want to use, you could consider tracking lead generation, page views, downloads or social sharing metrics, depending on how you measure success.
How to advertise
Another important part of your content marketing strategy is advertising; content that isn’t driven will be ignored. Every business is different, so what works for one will not necessarily work for another however paid search is a great way of promoting your content. Get an in-depth view of your customer’s journey and find out which interactions are most used and which generate the most traffic; this gives you a better understanding of where best to spend your money.
There is no point spending money to create high quality content if no resources are dedicated to get this content in front of your audience. A low budget is no excuse; spend time optimising your earned and owned media.
Bitlab will take the time to understand your business and your audience; we get to grips with your current marketing strategy and get to know which interactions are generating the most traffic. We offer a range of services to provide the best strategy for your business from content writing and social media marketing to paid search management, Bitlab can help you design a content marketing strategy that works. Contact our friendly team on 0191 4350 030, use our contact form or email firstname.lastname@example.org.