What is Content Marketing Strategy? It’s a new approach to online marketing that is focused on developing and distributing highly meaningful content with the purpose to draw, inform, stimulate, interest and eventually convert a potential target audience into targeted leads. This kind of marketing strategy is based on two foundations – search engine optimization and Search Engine Marketing. It doesn’t matter if you’re running an online business or a brick-and-mortar retail outlet, your goal should be to create valuable content that can be found by searching for specific terms. The content should be original, timely, informative and well-designed to meet the needs and interests of your target market. If done effectively, your website or blog can become the main source of traffic for your product or service.
Your first strategy objective is to develop a marketing plan based on your individual goals and objectives, including what type of traffic you wish to achieve, how you intend to distribute your content and the strategies you will use to measure those results. This part of the process is called SEO (search engine optimization) and it should be a high priority for any serious online company. SEO is a continuous, ongoing process that requires regular evaluation in order to maintain visibility in the major search engines, increase traffic and generate sales. In short, SEO is an integral part of the success equation for any site.
You have to identify your audience and then determine what SEO strategy will help you reach those goals. This part of the process is often overlooked, resulting in poor conversion rates, lost customer dollars and wasted marketing resources. Without a clearly defined audience and a targeted message, your efforts will be largely ineffective. Your next step is to work on the content marketing strategy to reach the audience you identified. How do you do that?
A content strategy involves a deep dive into the audience to identify their needs, tastes and behaviors, then crafting a content strategy to address those needs, tastes and behaviors. Most companies do not engage in this level of strategy development, but there are several benefits to doing so. First, it allows you to integrate your existing website content with new and compelling, and more unique, content; second, it provides a mechanism for tracking your marketing effectiveness and performance; third, it can help you make strategic decisions about your existing and new content, as well as allow you to fine-tune your content strategy as appropriate.
When you integrate your marketing communications with your content strategy, you not only increase the effectiveness of your overall marketing efforts, but also increase the likelihood that your audience will connect with the marketing messages you share through social media channels. Social media engagement is critical for the success of a business, and for ensuring its longevity. The goal of a social media strategy is to build relationships with the right people, ensuring the maximum return on investment by building brand value and trust with the audience and by driving sales.
Your content marketing strategy is predicated on the goals you have for your business. Do you aspire to build brand value or reputation, sales, or both? Define and describe your goals in detail, and take steps to achieve those goals. Then determine which actions you need to take to achieve each goal, and when. Your strategy should evolve as your goals change.
Content marketing plans should be agile enough to accommodate small changes as they arise, as well as long-term goals that can be implemented on a year-to-year basis. Every piece of content you create and publish online, whether it is a blog post news article, or sales page, should be optimized for search engines using appropriate keywords and using every element of your website design and web copy that encourages users to find you and click your links. Search engine optimization is not a one-time process, but rather requires constant monitoring and effort to ensure you maintain rankings at all times.
The key to an effective content strategy is to find blogs, articles, press releases, videos, podcasts, and other forms of content that will speak to your target audience and drive massive amounts of targeted traffic to your site. This is an amazing way to increase your targeted leads, which is what you are really after. Content marketing is a great way to generate leads while at the same time providing valuable information to your customers. You also don’t have to be a technical expert in order to create a great content strategy. There are many great content management systems available today that will allow you to quickly build, and maintain a high-quality content marketing campaign.