When it comes to digital marketing, content is king. Original content will drive traffic to your digital channels, build your brand, and convert consumers into customers. Developing a content strategy is a serious undertaking as results are not guaranteed. How you approach your content strategy should be determined by how your industry operates, what makes your business special, and the behaviors of your target consumer.
Content can involve many things. It can include posts on social media, blog pieces, static copy on your web page, and e-mail subscriptions like newsletters. Effective content is engaging to consumers but also friendly to Google’s algorithms. Essentially, your content is digital real estate that should elevate your brand.
Developing a results-driven content strategy involves planning and research. Here’s a few helpful tips to get you started.
#1 Define Your Goals and Your Mission
Before you can develop a content strategy, you need to determine what your goals are. Is it to convey important messages about your brand? Or perhaps you want to climb rankings on search engine results pages (SERPs). Some businesses may want a content strategy that’s driven by sales conversions alone.
Defining your needs and your goals will help you tailor your approach to content marketing that suits your business.
#2 Research Your Audience
You will likely have to please more than just your targeted consumer. Digital marketing involves reaching primary and secondary audiences. This includes pleasing Google and other search engines. Learning the best practices for appealing to potential customers and Google’s robots is the best way to proceed.
When it comes to reaching consumers, data about their preferences, spending habits, and interests can help you develop content that meets their needs. Similarly, pleasing search engines means you should develop content that helps them filter information about your industry. Keyword-rich content is essential to enjoying great SERP rankings.
#3 Study SEO
SEO (search engine optimization) is one of the most important components of your content strategy. You will need to research the keywords that your target demographic uses to find businesses like yours. If you run a dental practice, for instance, keywords like “family dentist” or “teeth whitening” will become an important component of your content strategy. Understanding how these keywords will affect your rankings will serve as a guide for your content strategy development.
#4 Understand Your Buyers’ Journey
The first visit to your website and your blog may not result in a purchase or an appointment booked. Understanding the journey of a consumer—from discovery of your brand to a sale—is an important component of content marketing. With this journey in mind, you can focus on developing content that is helpful and develops a sense of trust. Going back to the example of a dental practice, your content could serve as patient education that brands you as a local and trustworthy expert.
# 5 Determine How You Will Distribute Your Content
While parking content on a blog and website is standard practice, you need to develop a plan for generating traffic. This could include posting excerpts and links to your blog on your social channels and sending newsletters via e-mail to existing clientele. Content can also be repurposed into video and infographic format, which can also be published on YouTube and social media.
Once you’ve developed a game plan for your content strategy, you will likely need to consult with professional marketers, graphic designers, and web developers. Pel Hughes offers database management and support. If you need help developing a great database to distribute your content, give us a call at (504) 486-8646. You can also visit our blog for helpful information on print advertising and digital marketing.