All forms of marketing that you implement for your website points to one thing: conversion. The same thing applies with content marketing. If you do not convert, your website is unsuccessful and you won’t be able to sustain your business. However, content marketing is a special type of challenge. It is how you directly communicate with your customers.
Whereas social media and other off-page optimisation deal with reaching out to your potential customers outside of your website, your website content is a crucial make-or-break factor. Once you are able to drive people to your website, you have to make the content compelling enough to make them want to support your business.
A good content marketing strategy should, therefore, be one of your main priorities upon launching a digital marketing campaign. It is also one of those marketing strategies that require minimal upfront cost. All you need is an idea and the ability to execute that idea in order to generate conversion. But how? Find out more below!
Align Content Marketing Goals With Business Goals
This is one technique to content marketing strategy that a lot of business and website owners have not been able to utilise. When you are planning content writing for your blog or website, you have to determine the end goal. Is it just to provide useful information or advice? Are you trying to establish your expertise in your industry or niche? Either way, it should be consistent with your marketing efforts. Otherwise, the content is not doing your business any good.
Here are a few ideas for your content marketing goals that will push your business goals forward:
- Use content to increase brand awareness
- Use content to bring back referral traffic to your main website
- Encourage readers to sign up to your newsletter
As you can see, these content marketing goals are directly linked to your business’ broader goals, which is to generate traffic or gain new leads. This is a crucial step towards increasing conversion over time. When you offer high quality content, compelling your readers to take action is going to come naturally. You can work with a content marketing agency to outline these goals and produce a way to measure results.
Profiling Your Audience
According to experts in content marketing services, knowing your audience is a critical factor to your success. You need to research your target market in order to build an audience profile or buyer persona. When you have this information, content ideation will be clearer. Once you know what your customer is like, you will identify the type of content that reels them in.
You can use social listening to identify their likes, dislikes, characteristics and other key attributes. You should also identify what compels them to take action.
Content Execution Plan
Once you have identified your goals and audience, it is time to focus on the actual content. The first two areas above – goals and audience, will help you identify the kind of content that you will be creating. This step is focused on the actual process of creating that content.
First, you must identify how many times a week you will be publishing new content. For blog posts, at least two posts a week should suffice. For videos, once a week or twice a month is recommended. For webinars, a monthly release is going to help your audience. The schedule is just as important in content marketing as with the actual content. You need to be timely as well, especially when planning posts in line with the holidays or other special occasions.
When it comes to polishing the content, there should be a designated flow as to how the initial draft is polished and ready for publishing. A writer should be tasked to produce optimised content and then a copy editor will screen the initial draft. All creative content must be subject to final approval before it is ready for publishing. This workflow is what will ensure that all of the guidelines discussed above have been taken into account and integrated into the creation of the content.
To optimise your website, you need top-notch SEO services to handle the strategy. Hence, you need a team specialising in content marketing Sydney has to offer to formulate a winning content strategy as well.
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