Learn how to Develop a Content Marketing Strategy to achieve and Convert

Like every aspect of your general marketing strategy, your content marketing strategy should have two goals: to achieve and convert. Therein, however , lies the challenge.

How can you develop content which will reach your target customers, engage them with content they will read, and eventually convert them to buy your products and services?

Even more importantly, how can you create a content marketing strategy that will grow with your business – in alignment with what content marketing really is supposed to be.

In our content marketing workshops , we all teach our clients the seven-point strategy that works regardless of what size your business. It will not only help you grow but most significantly, it will grow with you.

I wrote this post as a summary of the content material marketing workshops I perform each year for some of the top marketing conferences . Read (or ignore – it’ s good! ) to the end and I even give away my totally free content marketing strategy template.

How to Develop and Implement a Articles Marketing Strategy

Follow this simple strategy, and you’ll have content marketing and advertising that will get your target customers’ attention, hook them with helpful content, and convert them into eager buyers—even brand evangelists.

7 Steps To Develop A Content Marketing Strategy

  1. Learn and use content marketing best practices.
  2. Develop a mission statement and a business case to provide guidelines for those to who you delegate content advertising tasks.
  3. Make content that reaches all your target customers no matter where these are on their buyer journey.
  4. Edit all your happy to focus on qualified prospects, together with your goal to attract plus convert them into paying customers.
  5. Find which channels your focus on customers use—and use these to publish your content.
  6. Calculate and track your content marketing program’s return on investment (ROI), and then adjust your content marketing strategy to prioritize those methods that produce the best ROI on content material marketing .

Best Practices for the Successful Content Marketing Strategy

  • Define and document your own mission: Even though you might know instinctively what your content marketing strategy should include, you need some thing documented to guide those to whom you delegate jobs, as the Forbes Council’s Elyse Flynn Meyer points out. That strategy ought to include the “what” and “why” behind your mission. Every single piece of content you release needs to focus on your mission. Learn to edit out all those pieces that don’t. Record your mission—and see to it that every single staff member knows it.

  • Designate a staff member to become accountable for your content marketing strategy’s success: When you start away, that person might be you. When you grow, you might want to delegate your articles to a digital content marketing agency or to a main marketing officer (CMO) and his or her staff. Stipulate your expectations in writing so that your content marketing agency head or CMO can much better focus on the tasks that will best achieve your goals.

  • Publish content consistently on a channel your business owns: Social media and other submission channels can change their rules on a whim. Not only that, however they sometimes fold. Remember MySpace? If you had invested all your content marketing into that will content technological platform , you’d be away from luck. Create email lists, subscription services, and blog posts on company-owned platforms and use third-party channels for supplemental distribution. That way, you can focus on your business, not the comings and goings of Silicon Valley’s latest darlings.

  • Map your content to your customers’ customer journey: Design each piece of content you release to reach specific customers at a given spot along their buyer journey. For example , a client who’s looking for a DIY treatment for his or her problem might want the checklist or a how-to movie. Someone who’s actively contemplating purchasing your goods or services might want to read over several case studies about how you’ve helped others succeed—or an in-depth white paper that gives a detailed solution to one of their own challenges.

  • Spread your content to both social and paid stations: Most of today’s social media marketing platforms have incredible analytics that you can take advantage of to discover—and target—those most likely to buy a person. Keep them informed at the places they’re most likely to hang out on social media. On the other hand, create opportunities for your customers to connect to you on a deeper base, such as blog posts, email subscriptions with unique insights directed at solving their problems, and paid subscription services that publish content whose really worth way exceeds the cost.

  • Focus on your content subscribers: When someone takes time and effort to subscribe for your content publications, that means your content is something they need to create their lives—or their business—go more smoothly. Discover their biggest challenges and release content that meets those challenges effectively.

  • Track, optimize, and measure your content marketing ROI: Without a way to track whether your own strategy is effective, you’re throwing away every dollar, every second you spend on content marketing and advertising. Get the jump on your competitors plus boost your bottom line with a tracked and well-documented content marketing program . Odds are, you’ll be in the minority. As Meyer points out, just 37% of all B2B content marketers do this. It’s a wonderful statistic—yet one you can influence when you document which facets of your content marketing strategy actually create results.

Increase your content marketing strategy into maturation when you leverage content marketing and advertising best practices to their fullest possible.

Make use of Audience Insights to Drive Your Content Marketing Strategy

Creating customer personas —brief portraits of the most likely customers—is just the starting of your customer-focused strategy. Discover your customers’ intent and passions to dig into the topics, types of content, and preferred publications and to get a better grip on their needs.

Ask your customers questions through online or in-person surveys, informal chats, or maybe over dinner. Plumb the particular depths of their needs to come up with content they can use to resolve their greatest challenges. Here are some sample questions to request:

  • What topics would you like our content to explore? Getting a really feel for their needs through a few suggested topics will help your team brainstorm new concepts for posts. Even more significantly, you will be producing content your clients need—not content your authors and video producers believe is clever.

  • What types of content would you read and share? Your customers’ answers to this question are the key to unlocking shares—a key component of growth in your potential customer base. You can advertise all you want—but shared content from a trusted colleague is marketing gold.

  • What channels do you use to access content? Delve deeply into exactly what sources your target customers regularly access. If they are rarely on Facebook except to catch up on the latest family feud, it will not do you much good to publish problem-solving content there. Perhaps they scan through their email inbox to find useful content. Whatever channels your clients prefer, prioritize these stations when you publish—and you’ll enjoy increased success.

Create a Content material Marketing Mission Statement

You’d never ever start a journey without a map—or at least a fully functioning GPS NAVIGATION device. Think of your mission statement as a GPS for the content marketing. To create your own statement, define your market, the one topic that identifies your expertise, and the worth your target customers will get from that expertise.

  • Determine your audience: Use data analytics from previously published content, as well as research and other analyses of your present customer base to determine the features of your target audience. Are they mostly engineers? Homemakers? Dog trainers? Learn who they are, and you can better figure out what they want.

  • Define your signature topic: What do you do best? If you do several things properly, choose the topic that greatest addresses your target customers’ needs.

  • Define your topic’s value to your target customers: For example , should you be an engineering software company, the signature topic may be “better ways to save effort and time through leveraging design software to its full possible. ” If you sell baby care products, homemakers might appreciate ways to save money by obtaining more use out of a single product. Whatever it is, specify it.

When you narrow down your audience, signature topic, and it is value to your customers, you are able to create a mission statement which is specific to your customers—one that brings them the highest worth for the time they purchase digesting it.

Organize Your Content

To fulfill your mission, you need to provide a place where your customers can access your content easily . This digital destination has to provide a user-friendly experience that will guide your customers quickly to the content they need.

  • List the categories you cover on the top of the webpage: Specify the categories in basic English in easy-to-read fonts. Provide a search box to help them find what they require quickly.

  • Publish posts and blog posts with syndication dates and author titles: If a customer requirements time-sensitive information, they’ll want to know the date of the article. Similarly, if a particular author provides specific insight into the subtopic that interests a client, an author’s name will help them find that author’s content articles.

  • Use strong visuals to keep readers’ interest: Don’t fight the attention curve. Go with it—and provide pictures that hook readers and keep them on the page.

  • Highlight top posts to improve engagement: If an article is performing well, ensure it appears at the top of search results below that topic. That way, it can get even more traffic, generating its appearance in general search engine results in Google and other search engines as well as on your website.

  • Use interpersonal sharing to spread the term: Make it easy for readers to share your content with colleagues and friends.

Define Your Staff and their Roles

As you grow, you’ll have to define which staff members bear responsibilities for which tasks. Avoid jargon and stick to easy-to-understand descriptions of each person’s duties.

  • It all rises and drops on leadership: Look for someone who both produces efficient content and who also offers leadership qualities. Appoint them to be your managing publisher.

  • Manage your neighborhood: If you have the sources, appoint someone to manage the readership—someone who can reach out using a listening ear.

  • Very own your analytics: Find a great number-cruncher who not just can analyze but who are able to provide you with the insights these quantities provide.

  • Design experts: If visuals would be the key to maintaining attention, you need a skilled design professional to create pages that not only provide great content yet which showcase that content in a dazzling, user-friendly screen.

  • Curation: If you’re a smaller company, your controlling editor can choose which content to publish and when. As you develop, your editor might need an additional hand to sift through all of the contributions to find those that will certainly best help your customers discover what they need to solve their particular problems.

  • Content providers: Depending on your company’s size, you might have a variety of in-house content providers, including copywriters, video producers, graphic designers, and others. These days, most companies prefer to outsource this work to a articles marketing agency so they can concentrate their staff needs upon personnel skilled at the actual company actually produces.

  • SEO and paid mass media professionals: Search engine optimization plus media production has become so specialized that only the largest companies can afford to hire the finest SEO and media suppliers for their in-house team. Most companies find that outsourcing to a specific agency will produce greater results for less money.

For smaller companies and startups , content marketing firms like ours can fill these roles. Then while you grow, we can stick to the SEO-foundational content while your team builds thought leadership, advertisments, and tests conversion paths.

Make an Editorial Strategy

Start with your own customers’ questions. Next, recognize which types of content and topics will best answer all those questions. Create an content strategy that puts that will content to work in a diary that provides those answers when they need them.

Recycle previously published content to get maximum leverage out of every piece of articles. For example , when you give a good executive presentation, share that will knowledge with your customers through SlideShares. Just published a white paper? Create an easily digestible series of blogs from the information in the white paper for potential customers that will aren’t quite ready to learn a detailed, highly technical whitened paper. Curate others’ content to produce information of your own.

Exactly like recycling and reusing raw materials and equipment, get the most out of your content marketing investment with creative recycling.

Tailor Your Content for your Customers’ Buyer Journey

Dig deep into Google Analytics and your customers’ in-person questions to define and address the particular topics they want to learn about. Find out what questions they’re asking each step of the process of the way. Learn exactly what they’re reading. Look at what they share on social media.

From those queries and the reading list data, choose which ones fit each stage along your customers’ buying journey. Next, target content that addresses those people questions and concerns in order to buyers on each stage.

When you plan your content to each phase of the journey, it will produce a logical flow of information that builds trust, positions you as an authority, and eventually triggers more sales.

Create a Distribution Technique that Maximizes your ROI

The particular film industry spends up to 60 percent of its budget on distributing its articles. Businesses should do the same. Should you be a startup, learn to power free resources you can use to distribute content through channels that reach the right customers.

Google Analytics and most social media platforms have got data analytics that are free to use. Learning how to use them, nevertheless , takes time. If you have more time than money, it’s period well spent. Look at the results each piece of content rakes in on each submission channel—and plan future content distribution from those data.

Articles Marketing Measurement and Preparing

1st, define your business objectives. Start with the objectives you defined in your business case, and look at the data to see in case your content has reached those objectives. Measure your reader engagement, conversion percentages, and how well you retain customers that wouldn’t have found you were it not really for your content marketing. Work with a chart like the following to track your key performance signals (KPIs).

  • Measure KPIs over time: Even if you’ve hit the jackpot with a couple of viral pieces out of the box, it is a better idea to look at your own content’s KPIs over time. It will give you a more accurate picture of your reach and conversion. Monitor engagement as well as your conversion price versus your total spend.

  • Create a content advertising roadmap: After you see how your content performs over time, you can create a roadmap for future content distribution. Look at exactly what keywords you want to focus on. Intend to create content that helps you rise in the search engine results– content that brings in more conversions and revenue.

For an interactive preparing guide and checklists to assist you develop your content marketing strategy, use our user-friendly content marketing strategy workbook. It will lead you through each step—just like you were at one of our live events. Download your workbook today.

If you’re interested in getting more traffic and qualified prospects for your website, or recording your content marketing strategy, check out our own Content Builder Assistance . Setup a brief consultation plus I’ll send you a free PDF version of my books!

This post has become so popular that we even developed a articles marketing infographic about the 7 steps to developing your content marketing strategy:

Infographic describing 7 steps to content marketing strategy

The post How to Develop a Content Marketing Strategy to Reach and Convert appeared first upon Marketing Insider Group .

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