When it comes to content marketing, it can be difficult to stay ahead of your competition. While there is no shortage of content marketing tactics to experiment with, without having a tailored strategy suited for your target audience, these tactics are not likely to help you reach your goals.
Take charge and bring your business the attention it deserves with expert content marketing tips. By following the steps below, you will be able to develop and implement a content strategy that will not only drive traffic but also nurture your audience through the buyer’s journey, thus improving your ROI.
1. Develop a Strategy Before You Begin
Before diving into content marketing, it’s important to map out your strategy. While some companies have the resources in-house to develop a strategy, some 73 percent of major organizations outsource their content marketing strategy to experts.
As many marketers know, successful content marketing requires a well-designed plan, that takes into account the following:
- Who your target demographic is
- What does your audience need to know about your product or service that will help them buy
- Why they should care about the product and services you’re offering
- When content should be posted and shared
- How that content should be shared to reach your audience
Addressing these factors is the only way you’ll avoid wasting resources on random acts of marketing that may look good but fail in terms of engagement and conversion.
2. Start a Blog or Reimagine Your Existing One
Having an updated blog is not a new concept for content marketing, and continues to be a staple in the best content marketing strategies. Think of a blog as what anchors a strong and dynamic content strategy for all industries.
Great blog content acts as a conversation, inviting the reader to learn more not just about your offerings, but it also provides a way to solve problems or provide direct answers to questions.
For example, you can post about specific topics, directly answer questions from customers, provide solutions for specific problems, leverage your knowledge as the subject matter expert, and more. The more value you can provide to your audience, the more likely they will come to you when they are ready to buy. Likewise, by creating content for each stage of the buyer’s journey, you’re able to nurture your audience further so they do not turn to a competitor instead.
3. Highlight Your Differentiator
What makes you stand out from the crowd? The answer should form the core of your content marketing strategy, making it clear to your audience why you are their best choice possible.
Likewise, it’s important to demonstrate the value that you provide to your clients. While it may be clear to your internal team why you are the best option on the market, it might not be clear to your audience. By creating useful and engaging content that highlights your differentiator and value, your audience will have all the knowledge and research they need to make an informed decision and buy.
4. Partner Up with Other Area Businesses
It’s nice to have friends, but in content marketing, buddying up with local businesses is financially advantageous as well. Get to know your neighbors and develop a reciprocal agreement that will help everyone expand their audiences. For example, a hotel could feature a small bakery’s cookies at their front desk while the bakery sets a stack of your brochures by their cash register. In exchange for a coveted spot in your “What to Do During Your Stay” eBook, featured businesses can list you as a preferred provider on their website or mention the hotel in a social media post.
Not only is this tactic great for your content marketing strategy, it also benefits your local SEO strategy as well. By linking to other local businesses in your area, you’re creating more location relevance which has been known to boost local rankings.
5. Monitor Analytics and Adjust
The only way to determine your ROI is to know whether your content marketing is working, and the only way to know that is to look at the numbers. First, gather baseline data about traffic, conversion rates, and other key analytics before you make any changes. Then, after your new strategy has launched, schedule regular “checkups” so you can see where you stand. Keep what’s working, change what isn’t and don’t be surprised when all your expert content marketing efforts increase impressions, clicks, and eventually ROI.
To jump-start your content marketing strategy, schedule a free consultation with the experienced team at Lead to Conversion. We can help you develop, implement, and monitor your custom content marketing strategy and identify your target audience.
He got his start doing SEO at an enterprise level with a nationally recognized B2B company, leading their SEO, Social Media and web marketing initiatives. After spending a few years on his own working freelance for small to medium size businesses and agencies alike, he joined the Lead to Conversion team. He loves inbound marketing, cohesive, integrated campaigns and providing a direct impact to the businesses he works with.
Mark has a diverse background with diverse interests. When he’s not working, you’ll likely find Mark outside and on his bicycle. He also loves to cook, read and learn.
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