Are you having a hard time attracting traffic to your website that actually converts into loyal buying customers? If you are, you’re not alone. It’s not easy when “60% of all organic clicks go to the organic top 3 search results.” –Business2Community
The good news is, there is a way around this dilemma. Well planned out content strategies that focus on providing your audience with useful information, will help you stand out in the crowd, attract your perfect audience and help place you in Google’s good graces.
You may be wondering what the difference is between content marketing and a content strategy. Those terms have become so popular in our industry, they’re tossed around more than romaine lettuce. But the truth is, they complement each other… it’s hard to make one work without the other. When they work together, online marketing efforts become magnified and more effective.
Your business will attract more traffic, increase more sales and your marketing will be more cost effective than other marketing methods you’ve probably attempted.
What is a Content Strategy?
Wikipedia defines content strategy as, “the planning, development, and management of content – written or in other media”. In other words, it means creating and implementing a plan that focuses on using and promoting content in all stages of your business.
If you were to build a home, you would create a blueprint before pouring your foundation or building any of the structure.
A blueprint would show you where to place your support beams, where to map out electrical, plumbing and all other essential information before the build started.
A content strategy is similar to a blueprint. It maps out the content creation steps that need to align with your business goals and marketing objectives.
Important questions that should be asked during your content strategy planning phase should include:
- What is the goal of my content?
- Why are we creating it now?
- When should we publish it?
- Where should we publish it?
- How should we create it?
The answers to those questions will help you create an effective content strategy that will help you accomplish your online marketing goals. This is a process that takes time, research and commitment.
A content strategy doesn’t just involve an assessment of your current content and what needs to be created in the future. It should also provide insight to your competitors content.
- Competitive Analysis
- Content Audit
- Website Audit
- Gap Analysis
The results from your audits will provide you with a better understanding of what you need to create in order to give your audience what they need. As you can see, I’m a huge fan of reverse engineering because it saves time creating content that your audience actually wants.
Your content creation stage should be consistent with your tone and online objectives of your business or company. Additional information that will help you determine what to create include:
- SEO Strategies (Keywords you are trying to rank with the search engines)
- Style Guide Practices (Your business tone and style)
- Editorial Calendar Creation (Upcoming promotions, launches etc…)
- Gap Analysis
- Competitive Analysis
What is a Content Marketing Strategy:
A content marketing strategy attracts customers by delivering the right message at the right time, with useful content that will help turn visitors into loyal buyers. During this stage, you should apply the 80/20 rule by providing useful information 80% of the time and only selling 20% of the time.
After your content has been created, you will need to determine which channels will best promote your content so that you can pitch your content to the sweet spot… where your audience is consuming their information about your brand or service.
Content promotion channels may include:
- Landing Pages
- Website Pages
- Social Media Channels (Twitter, Facebook, LinkedIn etc)
- Press Releases
As you can see, there are many steps involved in the process. If you skip a step, your online marketing success can be negatively affected.
It’s best to have a strategy in mind that helps you create content that aligns with your business and marketing goals.
Are you stuck trying to grow your traffic and increase your sales? Learn how to grow your traffic without spending a small fortune with our ebook “Content Marketing For Small Business Owners.” It will show you how content marketing strategies work effectively in your industry.
Have you tried any of the strategies above? I’d love to hear about your success or your struggles. Please leave me a comment or question and I will always respond!
Wishing you the very best for your continued success,
Filed Under: Content Strategy