Creating content without a strategy is a time waster
You know that, don’t you? No point creating content without a content strategy. Let’s establish what content is… videos, white papers, blog posts, case studies, quizzes, infographics, podcasts, social media posts, and more. Banging content out like a factory line, won’t get you anywhere. It has to be targeted. It has to have a message. It has to provide something — help, knowledge, opinion. You need a content strategy.
Creating good content is a big commitment. It takes time and energy. So, if you’re creating it without a content strategy, the chances are you’re wasting your time. Produce content with a plan in mind, and your business will grow. More customers. More trust. Reduced churn. More profit.
Don’t waste time, check out the Ultimate Content Strategy Guide.
What do you want your content to bring to your business? Before you start, identify the purpose it’ll serve. This post will explain how your business could benefit from a well planned content marketing strategy.
Keep your website content current
Your business has changed. It’s inevitable. You’ve introduced new products, new services. Your customer base has shifted and your tone of voice has adjusted. You’re considering a rebrand. These are all changes that should be reflected on your website.
Rework your site content. Add pages. Introduce new keywords. Repurpose old blog posts.
Keyword optimized content improves search engine exposure
When you introduce a new product, feature, or service, you should start with keyword research. What words and phrases are consumers using to search for products like yours? Then, create content that includes these keywords, so you appear in search results.
Don’t forget long-tail keywords, they account for the majority of web searches.
Use a tool like Talkwalker Alerts to monitor keywords in your industry, and then create content around those that you’ve missed.
Improve page ranking with SEO content
The Google algorithm — the 200+ factors that determine page ranking — is a mystery to most. But, a handful of experts have determined some of the most important…
According to Moz, Google scores content for freshness — inception date, updated vs static content, frequency changes, new pages. This being the case, add new pages and content regularly.
- Ensure that your content is unique, relevant, and refreshed frequently.
- Optimize all content — web pages, blog posts, etc. — with a unique keyword for each page.
- Use internal links when new content is published, to help visitors navigate your site.
- Get backlinks from high authority sites.
- Optimize alt text and meta descriptions with relevant keywords.
Be recognized as an expert & earn trust
You can’t tell people you’re an expert. You have to prove it. By sharing educational and inspiring content, you’ll be considered a thought leader. Your credibility in your industry will increase. You’ll be a trusted resource.
Don’t forget… content isn’t just blog posts. You can use videos, podcasts, infographics, live streams, guest posts, and interviews.
Build brand awareness & increase traffic
If consumers don’t know about your business, how do you expect them to find your website? Content marketing will bring quality traffic to your site. More traffic and more inbound links.
It’s not always easy coming up with new content ideas. Use Quick Search to find awesome viral content ideas.
Don’t forget user-generated content. It’s free. It’s trusted. It works. 48% of consumers say that UGC is a great way to find new products. Include user-generated content on your website, and visitors will spend 90% more time.
Don’t believe me? #WhiteCupContest…
Starbucks launched a UGC campaign, inviting customers to customize a Starbucks white cup, and share it on social media. Around 4000 people submitted entries, over a three week period.
Stay top-of-mind with consumers
Prove to consumers that you know what you’re talking about, that you’re an expert, and you’ll always be top-of-mind. Share problem-solving content. Address users’ pain points. Teach them knew ways to use your product. Show your customers that they made the best decision, when deciding to work with your brand.
Churn of existing customers will be reduced. Prospects will see you posting valuable content and helping your customers.
Creating content strategy?
We’ve seen what content can bring to your business. Now, it’s time to decide what you want to achieve. Your content strategy will guide the creation, publication, promotion, and amplification of your content. Define the process and timeline. Ultimately, providing the right content, to the right audience.
Start with the foundation…
- Brand positioning
- Value proposition
- Business goals
- Content plan
Brand positioning
Users should experience a consistent experience when engaging with your business. Define your position in the market…
- Who are your existing customers?
- Who would you like your future customers to be?
- What are existing and future customers looking for?
- How are your competitors campaigning?
- What issues do your products solve?
- What makes your product unique?
- What makes your business stand out in your industry?
Value proposition
What’s the value of your owned media?
Those channels that your business controls — website, blog, social media. The value that your content brings to consumers, that your competitors’ doesn’t. Again, how does it stand out in your industry? Why does it bring to consumers?
Ensure that the content you’re sharing, is what consumers are looking for. That you’re publishing on the channels that they’re using. In the language they speak.
Business goals
You’ve determined your goals. Your SMART goals. Your content should drive your business towards achieving those goals. Decide on the resources you’re going to need. The cost. The risks.
Content plan
Your content plan will focus on your goals and how you’ll meet them. Which audience you’re targeting. How you’ll deliver your content. And — vitally — how you’ll measure results.
Your ultimate content strategy guide
I’ve talked to you about why you need to create content, and about what it can bring to your business. Now you need to check out the Ultimate Content Strategy Guide. You’ll learn, in detail, how to create your own content strategy and the metrics to measure to prove your ROI. To help you on your way, there are free content strategy templates you can download:
- Marketing KPIs to determine your goals
- Buyer persona template to find your ideal customer
- Project brief template to create an overview of your strategy
- Content strategy worksheet to analyze your customers, competitors, content
Originally published at https://www.ecommercejuice.com on June 25, 2019.
