Content marketing is so much more than just the words you put into a blog post or the pictures you post on social media; it’s also the strategy you use to make sure your valuable online content reaches users and drives conversions. With all the effort you put into creating original and engaging content, it only makes sense to craft a targeted, labor saving strategy that will result in more viewers and subscribers for your website. Here are 5 steps you can take right now to make your content marketing efforts smarter and more successful.
Create a Calendar
As with a traditional publication such as a newspaper or magazine, the content you publish needs to be organized and scheduled. Having a calendar in place several weeks and months in advance will help you plan out your blog articles, videos and eBooks so that you release them at the most effective time. For example, you can outline a certain aspect of your business in a series of blog posts, then release a comprehensive eBook that covers the material in more detail for interested readers.
Set Specific Directives
Each type of content you create should have an ultimate goal in mind, corresponding with a certain part of the marketing funnel. Landing pages, social media ads and infographics are aimed at reaching out to users. Blog posts and case studies should increase conversions. Whitepapers, emails and surveys should be designed with the goal of retaining existing customers. All these types of content work in tandem as part of a comprehensive content marketing strategy.
See Content as Data
Quality and originality are musts for successful digital content, but they are far from the only metrics that determines success. You must also measure the level of engagement of each piece of content to determine how it works as part of your overall strategy. Pay close attention to how often users interact with various types of content to determine how best to allocate resources going forward.
Repurpose Your Content
Content marketing can be time consuming and labor intensive, which is why it makes sense to save labor whenever possible. One way to do this is by taking existing content you have created and adapting it for other distribution channels, thus saving you the effort of creating new original content. For example, a webinar or interview can be made into a series of email courses. Whitepapers, case studies and eBooks can be adapted from blog posts that have already been written. You should also consider adopting a mixed-use strategy, such as including tweet buttons in all content you produce. This allows your online content to be distributed through multiple channels at once.
Know Your Audience
In order for your marketing content to be effective, you must have a clear idea of who your ideal target audience is. What is their age group, gender and income? What concerns are they trying to address? Figuring out the answers to these questions will help you to reach out to people who are positively disposed toward your message and help increase conversion rates.