No matter how experienced you are in content marketing. It’s always a good idea to review your strategy and, at the same time, your target audience.
Indeed, the market has never been as competitive as it is today. So how do you differentiate yourself? The first step in getting yourself a step ahead of your competition is to develop an effective content marketing strategy.
If you are having trouble planning content or looking for new ideas. This article will help you find solutions by discussing why your business needs a content marketing plan and the steps to take. To create it.
Why Develop a Content Marketing Strategy?
Content marketing allows companies to create reliable and cost-effective sources of traffic and new leads. Imagine writing just one blog post that generates regular organic traffic. You can, thanks to a link embedded in an e-book or a free tool, continue to generate leads over time.
This reliable source of traffic and leads allows you to test other marketing strategies to generate revenue. Such as sponsored content, social media advertising, and broadcast content. In addition, this content allows you not only to attract leads. But also to inform your potential leads and increase the visibility of your brand.
1 – Define Your Goal
What is the goal of your content marketing plan? Why do you want to produce content and create such a strategy?
Before establishing your strategy, determine your objectives, this will make it easier to define what is best suited to it.
2 – Perform an Analysis of Your Personas
To set up an effective plan, you need to clearly define the target audience, also known as the buyer persona.
This step is essential, especially for marketers who are just starting out or those who do not yet have a marketing strategy. Knowing your target audience will allow you to produce more relevant content that your leads will want to read and that will encourage them to take a given action.
Even if you already have experience as a marketer, your targets may not be the same anymore. Whether you want to target a new group or expand your current audience, or keep the same target audience, reevaluating your personas each year through market research is essential.
3 – Perform a Content Audit
Most businesses start with blogging, but if you want to take things a step further, study the content you want to produce. For example, if you’ve previously posted blog posts on a weekly basis, you might want to create an eBook that bundles all of your posts together to provide a complete guide in a different format. This article discusses several types of content that you can offer below.
If you already have a strategy, assess your marketing efforts and the results achieved over the past year. Then figure out what you can do differently for the coming year and set new goals. It is advisable to adapt your team’s goals to those of the business in general.
4 – Choose a Content Management System
It is important to have a system that allows you to manage your content. Some of the essentials of content management are creating, publishing, and analyzing content.
If you use Hub Spot’s CMS, you can plan, produce, publish and measure your results from one platform. Feel free to check out our article to help you create a content strategy with Hub Spot.
5 – Brainstorm Content Ideas
Now is the time to come up with ideas for your next theme. Here are some useful tools for that.
- Hub Spot Website Grader: Website Grader is a tool that allows you to assess your marketing. From your blog to your social networks. Website Grader studies critical areas of your marketing and sends you a detailed report to help you optimize and improve each one. This tool allows you to optimize your website for SEO and find new content ideas.
- Feely: This popular RSS feed is a great way to keep up with hot topics in your industry and get ideas for content.
- BuzzSumo: Find popular content and topic ideas on BuzzSumo, which uses social media shares to determine the popularity of content and thus give you ideas.
6 – Define What Types Of Content to Create
There are many options for content. Here are some of the most popular formats with marketers, along with some tools and templates to help you out.
The content that you are browsing right now is a blog post. This format, hosted on a website, must be published regularly in order to attract new visitors. These articles should provide valuable content to your audience. In order to encourage them to share it on social networks and other websites.
It is recommended that you write articles of between 1,000 and 2,000 words. But feel free to assess for yourself whether your audience prefers longer or shorter content.
E-books are lead generation tools available for download when potential customers have submitted their contact details via a form. They are generally longer, more in-depth, and published less frequently than blog posts, written to attract visitors to a website.
E-books are the next step in the inbound marketing process. After reading a blog post, visitors sometimes want to know more. Fill in their contact details to access an e-book that will provide them with important information for their business. The company offering the e-book thus has a new leader to contact.
The models have a double advantage because they generate leads while bringing value to your audience.
When you offer her models to simplify certain activities and to support her success. She will be more likely to check your content regularly in the future.
Infographics help organize and visualize data in a more compelling way than words alone. This format is ideal for sharing a large amount of data in a clear and simple way.
Videos are a very attractive medium intended to be shared on social networks and websites.
They require a larger investment of time and resources than written content. But they have gained in value since the development of visual marketing. Indeed, compared to other types of content, they are 40 times more likely to be shared on social networks.
A podcast allows listeners to experience your brand in a different way. Their number is growing: in 2016, around 57 million people listened to podcasts every month. If you want to chat with specific people or lead conversations, feel free to use this medium.
If you’ve been posting content on your site regularly for a while. It might be time to consider posting your content to other sites. This could involve:
- The publication of website content on social networks, such as LinkedIn.
- Reuse content in new formats and publish it on your blog or social networks.
- Creating original content specifically for external sites, such as Medium.
When you have found new ideas, you will have at your disposal various types of content to diversify your website.
7 – Publish and manage your content
Your marketing plan should plan not only for the types of content you will create. But also how you will organize it. An editorial calendar will allow you to offer a balanced and diverse list of content on your website. Then create a social media content calendar to organize and manage your content on other sites.
Many of the ideas you think of are as relevant today as they will be in a few months. Even if these don’t make up the bulk of your editorial calendar. They will allow you to generate spikes in traffic.
Most businesses incorporate holidays such as Christmas or New Year’s into their marketing efforts. You don’t have to limit yourself to these important dates. If there are some less popular events that interest your audience. Feel free to post content on your blog or on social media about them.
All of the information shared in this article is essential to creating an effective content marketing strategy. To take it a step further, download this free e-book. Learn how to optimize a landing page for lead generation.
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