How to make your content marketing strategy work for you

A successful content marketing strategy can drive thousands of targeted visitors to your website, help you generate leads, market yourself as an expert, and help you sell services or products.

There are so many different and conflicting opinions on content marketing. Everyone has a different opinion, and it may lead you to wonder which strategy is best for your brand. Unlike recruiting or creating a product, there are no hard and fast rules or guidelines when creating a content marketing strategy.

However, having one is often not enough. What is needed is having the right kind of strategy for the right kind of goal you have set for your business.

Let’s look at some ideas to make your content marketing strategy work for you.

Get some clarity

Most businesses want their content marketing to drive sales or conversions. However, the best content marketing strategies don’t start there. They start at the top of the funnel (TOFU) and go down.

A TOFU strategy is most effective when your business is new or you are introducing a new product or service. The goal is to build brand awareness, so people recognize you and your business when they’re ready to buy a product or service like yours.

The most common type of middle-of-the-funnel (MOFU) content is a blog post or article that gives someone useful information or advice on a topic that interests your target audience. Think about the questions people ask about your area of ​​expertise and write articles that give them answers.

Your bottom-of-funnel (BOFU) content should focus on driving sales and conversions. Now is the time to get very direct in what you say to your readers, viewers, and listeners.

Every piece of content you create should have a clear goal in mind. Do you want to generate leads, create brand awareness or make a sale?

One way to do this is to create content for different funnel areas – TOFU for brand awareness and BOFU for leads and sales.

You can also segment your ideal customers into personas. Create different content for each persona based on their position in the buyer’s journey.

Creating aimless content is a surefire way to waste time and money on content that doesn’t help your business grow.

To start building your content strategy, answer these questions:

  • What problem is your target customer having? How can you solve it with your content?
  • What stage of the buyer’s journey is your target customer at?
  • What types of content do they like to consume?

Measure and optimize, all the way

content marketing ideas

How do you know if your content marketing strategy is working?

The best way is to measure the success of your content marketing against your goals. What did you hope to accomplish? For example, did you want to increase traffic to your website or raise awareness of a new product or service?

If you need help with your measurements and metrics, here are a few:

  • Time spent creating content versus output (in terms of leads, revenue, etc.)
  • Content production overhead (e.g. writer salaries) vs. production (again, in terms of leads and revenue)
  • Number of posts versus number of leads generated
  • Cost per lead – divide the marketing costs by the number of leads generated to get this figure

Content marketing is a long-term strategy – it’s not just about making sales today. It’s about building your brand, establishing your authority, and delivering value to your customers.

When setting goals for your content marketing, remember that you are trying to create an ongoing relationship with a customer. You want them to keep coming back for more information and advice from you. It may take several interactions – so don’t expect a single blog post or infographic to get people to call you tomorrow.

Content marketing can pay off in two ways: you can either optimize for lower overhead (fewer labor hours spent creating content) or for higher return (more leads, more conversions).

By reducing overhead, you’ll be able to produce more content with the same budget. And that’s especially important if your margins are already tight and you can’t afford to increase your budget.

If you have a budget to spare, also optimize for better performance. To do this, you need to test different platforms and pieces of content. You can use a tool like BuzzSumo to see where similar content has performed best in the past.

Let’s say you want to reduce overhead.

You can do this by choosing the following:

Use a paid tool to do the heavy lifting — Yes, I know Google Analytics is free, but it takes a lot of work to fully understand. Paid tools like KISSmetrics and Mixpanel are easier to use and generally offer more data than Google Analytics.

Outsource your content production – even if you’re an industry expert, you might not always be the best writer. Professional content writing services can help flesh out your content ideas into engaging content that gets results. .

Know where your content fits

When creating your content marketing strategy, you need to know that every piece of content has its place in the customer journey.

Some items are meant to introduce your brand to consumers; others are designed to convert them into email subscribers or paying customers.

Before you create any content, identify where it will fit into the process, then make sure the article actually helps drive your audience forward.

When creating content, it’s important to know how it connects to the rest of your site.

digital marketing content strategy

For example, if you are an e-commerce store selling skincare products and your marketing plan should be to communicate the benefits of sunscreen. Your landing page should be your sunscreen product listing page (or a particular product), not a generic product listing page.

You also need to consider how the different pieces of content are interrelated.

When one article leads to another, or when one article is written as a follow-up to another, both articles should seamlessly continue each other’s stories and use similar tones and messages.

In terms of keyword research and SEO optimization, remember that you may want to break individual posts into separate blog posts or web pages. This allows you to target different keywords with different articles and focus on specific topics with more depth than would be possible on a single page.

Reassignment is key

The goal of content marketing is not just to build a brand. It’s also to excite potential customers enough to become paying customers.

To do this, you must speak their language. You need to address their issues and challenges with very specific content that they can relate to.

To that end, a solid content marketing strategy must go beyond your blog. While this is a great place to start, there are plenty of other ways to create valuable content that your customers will enjoy and share.

A way to reduce overhead and increase return on investment is to repurpose your content into multiple formats – ebooks, blogs, Instagram posts, etc. For example, an ebook can be split into a series of blog posts, or recorded as an interview for a podcast or webinar.

That’s the theory anyway. Practice can be more difficult. It takes time and effort to create high-quality content in the first place, especially when you want the same content to be suitable for different formats and platforms.

But smartly repackaging your existing content is an effective way to create new assets without spending extra money to create something completely new.

marketing content creation strategy

Follow, correct and repeat

Content marketing is a long-term strategy. It’s not just about Create a blog or eBook, sharing it and hoping it works well. You must constantly monitor and analyze the results.

Determine your goals for each piece of content you create. Are you trying to increase organic traffic? Social shares? Lead generation? Define what you want the content to do, then identify key performance indicators (KPIs) that will help measure whether or not it is meeting those goals.

Carefully track these KPIs over time using analytics tools like Google Analytics and social media dashboards. Create an editorial calendar that includes important data points on traffic, engagement, conversions, and more. These are things you’ll want to revisit regularly to see what resonates with your audience and what doesn’t.

Once you’ve collected this data, identify the factors that most contributed to the success or failure of each project, and use this information to inform future projects. If one type of format consistently seems to outperform the others, step up your efforts in that area. If a month of content performed particularly poorly, look for opportunities to improve your process.

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