Content Marketing is a marketing approach focused on creating valuable, relevant and consistent content to attract your target audience. An effective content marketing strategy needs to be formulated around an audience, answering questions and providing information that empowers visitors to overcome their challenges. Piecing together a content marketing plan can be a testing task with so many unique tactics to choose from, it’s difficult to decipher which is best for your business. In this short guide, we’ll explore some tips and tricks to help you map out your content marketing strategy and start growing your business.
Your Target Audience
Firstly, it’s important to create characters for your ideal target audience. Don’t overcomplicate things but imagining your audience is a great way to begin planning your strategy. Another way to find your target audience is to use information from Google Analytics.
GA gives you demographics based on things such as location, age, and gender. Being sure of your target audience is crucial to ensure your company keeps developing. It is vital for conversions and any effective content marketing strategy.
Uncovering Your Goals
Each piece of marketing content needs to have individual goals and objectives. The goals can be things like organic traffic, conversions, or leads and sales. The objectives are things that entertain or provide information.
Another example is your goals could be to gain more followers or increase traffic, while your objectives are how to achieve this goal.
Conducting Your Content Audit
To begin your content audit, go onto your own site and map out all the content you’ve ever done. Look at blogs, videos, and infographics.
A content audit is a step by step process:
- Create a spreadsheet of all the content
- Gather asset data
- Analyse the data
SEO Factors To Consider:
- Page Title
- Meta Description
- Page Headings Used
- Inbound Links
- Alt Tags
- Date Updated
- Broken Links
Analysing your Competitors
Start by researching 5-10 competitors and look at the content they’ve already created. Then compare them to the content you have on your site already. Looking at competitors can really help as you can see what you need to do better / can improve on. Also, be sure to look for how your competitors communicate with their audience and see if there are things you could do too.
Creating a Promotional Calendar
Having a promotional calendar can really help your business grow as you tailor your content to fit around certain events, such as Christmas, Easter, etc. You could give discounts around these key events which may increase your conversions!
You could also publish seasonal blogs, where you discuss what’s the best thing to get at Christmas or how Wendy should really buy a new lampshade this new year. Try to personalise your content to suit each of your customers. This will help increase conversions and make your website more enjoyable to use.
Measuring Your Results (KPIs)
Always keep an eye on your progress to see if the changes you have made are working.
You can measure your success by checking Google Analytics if you have tracked your goals/events. Also, some social media gives you the option to have your account as a business account. By doing this you can see how many people visit your page and what they are looking at. You can also see whether they’re clicking through to contact you.
Content Marketing At Bright Design
Thank you for reading our blog. Hopefully, you now have a good idea of where to start your content marketing strategy and what are the most important things to do to gain customers. If you are looking for expertise and guidance in the marketing industry, Bright Design is here to help. Visit our contact page or give us a call today on 01604 806020.