In the last few years, content marketing has become the advertisers leading strategy – yet not all online business owners are having the success they expected.
The main reason for this is because they do not have a realistic content marketing strategy. Publishing regurgitated content on a blog and posting it through social media channels is not always enough.
A successful content marketing strategy delivers a variety of marketing materials at every stage of the sales process. Not only that, but the content must be relevant and offer something of value to recipients.
Google guidelines clearly state that websites featuring quality content will be shown favouritism in search engine rankings. Furthermore, engaging content attracts followers and organic traffic.
The content you publish is the driver of your online revenue. It is therefore crucial you produce quality content, but more importantly that your content marketing strategy produces a positive ROI.
How to create a content marketing strategy
Building a content marketing strategy is no different from creating any other marketing strategy; define your objectives, target audience, message and budget.
A content marketing strategy involves delivering the right piece of content at every specific stage of the sales process. This also means you have to decide how the content will be delivered.
You will have a route map through your entire marketing process labelled with tags that explain the objective at that particular stage; lead generation, brand awareness, engagement etc.
From there you need to determine who your audience is, how you will reach them and what device they are most likely to be using. And this is a crucial element many marketers overlook.
Content creation and distribution
Online content is accessed daily through a multitude of gateways using a selection of devices that range from smartphone to SMART TV’s. What is most distinctive about these devices is the screen size.
If your target audience are most likely to be reading content on a mobile handset, they do not want to be scrolling through reams of text and images. Keep it short.
A 50-inch LCD screen on the other hand delivers more impact with something visual, either still images or a motion picture. The medium you use and the way your message is designed therefore must be taken into consideration.
Then there is the issue of how the content will be distributed; email, social media, newsletter, brochure etc. Again the type of content and the way it is presented need to be determined.
Consider paid promotion
You may also want to consider incorporating paid promotional ads you’re your content marketing strategy. Facebook and Google Adwords are the two most prominent options although there are a host of other pay-per-click advertising networks such as advertise.com and 7search.com.
The problem with ppc campaigns is they are expensive and do not work for every business. They do however, help raise brand awareness and attract click-through so if you budget can justify a return on investment, ppc might be a good option.
Content marketing can be an expensive advertising campaign, especially if you do not have a specific strategy that maximises your potential ROI. Not only do you have to consider what content will engage your readers, you have to consider how your audience will engage with your content.