No matter where you are in your business journey, content marketing is one of the most effective ways you can drive traffic to your website and awareness for your business. A content plan needs to be part of your marketing strategy, as it will help you attract the right kind of customers to your beautiful business.
In this blog I will share 5 ways you can improve content marketing in your business.
Why should you add content to your marketing strategy?
Content is VALUE and value builds trust and stronger relationships with your target audience. For me, content marketing is a long term strategy and it’s a main factor to how I’ve been able to grow my business.
Actually, I’ll let you in on a little secret… The way new clients find me is predominantly from Google searching and this is because I have consistent and relevant content that allows new searchers to find me on Google. And because I’ve focused on my SEO strategy with my agency since I launched my business in July 2017.
Did you know that content marketing brings in 3X as many leads as traditional marketing.
What are the different types of content?
There are many different types of content marketing, not all will be relevant to your individual business, but here’s a list of just SOME of the types of content marketing:
● Free tools
● Free templates
● Free organising calendars
● Free courses/workshops
● Social media posts
● Youtube videos & other video types
● Free apps
● Visual content & images
● Case studies
● How-to guides
And so on…
Now read on for my 5 tips to help lift up your content marketing game!
1) Assess your audience – who will be seeing your content?
Let’s go back to your ideal client, do you know who they are? Have you built your buyer personas?
Getting content out is great but getting content out to the RIGHT types of audience is what will see results.
To get you started, look at the demographics of your audience. What’s their occupation, gender, age, location, etc? What social media do they use? Where do they shop and what brands do they love?
You may also want to consider where your ideal audience spends most of their time… e.g.If your audience is likely to spend most of their time on social media – this may be your strongest platform for producing content.
2) Content types and keyword research
As mentioned above, there are many types of content. It may help you to just pick 2 or 3 types of content that you can stay consistent with until you build up that momentum. Just make sure you’re putting out content that your ideal audience will want to see.
There are also certain types of content that will require keyword research and generally will be content that is produced on your website i.e. blogging, pillar pages and eBook downloads.
So if you have a topic that you would love to include in a blog but you’re a bit stuck for ideas around that topic and what will perform well, try searching for relevant words on a keyword tool like Ubersuggest or Google keyword planner.
This will allow you to come up with a list of words that people are searching for on Google.
3) Establish your content marketing goals
It might seem easy to just start putting out free content but if you really want to lift your marketing and set yourself up for success, it’s important you establish your goals.
With setting any goal in business, you need to set SMART goals (specific, measurable, achievable, realistic and timebound.)
So set your goals around click through rate, downloads, etc.
Some examples of SMART goals for with content marketing;
- Increase email subscribers by 25% with the use of free tools, templates, ebooks etc, in 6 months.
- Increase website traffic by 15% with the use of blogging and SEO research in 6 months.
- Increase social media following by 10% with the use of engaging posts and videos in 6 months.
4) Get organised! Create a 6-month plan for each of the types of content
So now that you’ve established your target audience, content and goals you can get planning. Having a solid plan will keep you organised and accountable when sticking to your content marketing, so I highly recommend you create yourself a plan.
Hint: Try Googling for a free content marketing planner / calendar and you’ll likely find something to help you get on track (this is someone else’s content that could be useful for you!).
Examples for content planning:
- Write two blogs on the 1st and 15th of every month.
- Create 4 educational videos per month – for Instagram TV and YouTube.
- Prepare a free tool to release once a quarter on the 20th day of that month.
- New weekly podcast or youtube video to be released every Friday.
- Create a how-to PDF guide on … once a month on the 10th of every month.
- Send out a monthly newsletter on the 4th of each month.
You need to create the content plan that will work for you and your business. Each content plan for each business will be different.
5) Measure your results
Of course with all of your hard work on content planning, you’ll want to see if it’s all paying off so it’s a great idea to measure your results.
If you’ve set those SMART goals mentioned above, you’ll need to revisit them to see if you’re on track with your targets.
Examples of results you can analyse.
- Google Analytics for any content related to your website / google such as website visits and organic searches.
- For social media you can analyse things like number of shares, likes, saves, total engagements and so on.
- There’s also tools like Buzzsumo that help you easily keep track of your post results.
- Click through rates on email campaigns which can be measured in MailChimp or your chosen ESP platform.
Remember that if one form of content has done exceptionally well, you might very likely be able to repurpose this content in another way.
A blog could also be turned into a social post, video, podcast etc. So you can totally recycle your hard work in more ways than just one.
I hope this blog has given you some inspiration on how to get producing and managing your content marketing. And if you need more help on this topic check out Marketing School here.