Content marketing takes on many forms including website articles, blogs, infographics, reviews, how-to-guides, and even pictures and videos. But without a successful strategy that creates demand for this material, it is merely words on a page and images on a screen.
There are some pretty dismal statistics out there that show an absence of readership for online content since only two percent of posts from major brands are reaching their followers on Facebook and Twitter. When it comes to paid internet advertising, even the mighty Google admits that over 56 percent of their online ads are never seen.
With this in mind, here are some important content marketing steps every small business should follow:
1. Document your content marketing strategy.
While 83 percent of marketers have some type of content marketing strategy, only 35 percent of marketers have documented it, according to Content Marketing Institute.
An old proverb states, “A vision without a plan is just a dream. A plan without a vision is just drudgery.” To avoid toiling without reward, document your content marketing strategy. Create an editorial calendar to keep track of content you’ll produce and when it’ll be published. This should include the type of content that is relevant to your audience with accompanying pictures, images, videos or infographics. Remember, posts with images receive 94% more views than those without.
2. Define a goal.
Setting a goal for your content marketing strategy is crucial for success. Without a goal for your strategy, you cannot select your tactics or tools you’ll use to create content for your brand.
There are several possible goals you can have for your content marketing strategy. For example, many marketers are focusing more on engagement than lead generation in 2015. After you’ve defined a goal that makes sense for your business, you’ll be able to design your content marketing strategy.
3. Create a variety of content.
Today’s content marketing strategy can’t rely solely on blog posts or the occasional Facebook
update. In order to be successful, it’s important to create an assortment of visual and textual content that will engage your audience. Successful content marketing strategies include a variety of content such as videos, articles, webinars, and email newsletter campaigns.
The key to creating successful content is to know your audience inside and out. Think about their lifestyle, demographics, and attitude toward your product. It’s also important to think about the type of content they consume online and what types of sources they trust. These details will greatly influence the type of content you produce and how you target your content.
4. Promote your content.
Believe it or not, content promotion is one of the most overlooked steps of any content marketing strategy. Many businesses think if they can create amazing content that their audience will automatically consume it. The truth is, your audience will never discover your content without a proper social media strategy in place.
Research the best social media channels that fit your content marketing strategy. Ideally, you should use social networks that make the most sense for your audience and business. After you select your social media channels, create a schedule for how often you’ll post each week. It’s also important to think about how you’ll incorporate paid social amplification tactics to promote your content.
Anyone can create a content marketing strategy. The key points to remember, however, is that you create a goal, document your strategy, and publish content designed for your audience. By keeping these factors in mind when planning your content marketing strategy, you’ll be able to create a successful strategy that will build awareness of your business.
What are your best tips for creating a successful content marketing strategy?
If you’re interested in perfecting your content marketing strategy, Glint can help. Glint has partnered with clients to create compelling, integrated marketing strategies unique to each organization’s goals and ideals. Give us a call today to find out how we can help you reach your goals at (817) 616-0320, or e-mail us at agency@glintadv.com.
