It is easy to fall into the trap of creating content for the sake of it. I am sure that you are aware that adding blogs and case studies to your website will not only help your overall SEO strategy, they are also a great way to connect with potential new customers.
Copywriting takes time and skill, so you want to make sure the articles that you are creating are actually going to connect with your target audience, and provide value. In order to create an engaging content marketing strategy here are some things to consider.
Who are your target audience?
Before you even begin to create content, you need to take a step back and actually understand who your target audience are. This may sound obvious, but it is often a step that is overlooked. Think about who your ideal customer is – consider age, gender, their interests, what time of day they spend online, their preferred social media channels etc.
Once you have delved into your audience in great detail, you can then begin to create targeted and engaging content that delivers the right message, to the right people, at the right time.
What content do they want?
Content should be written for a purpose. Remember that driving traffic to your website is just a by-product of creating good content. The primary goal should be to educate your target audience, and provide something of value to them.
By positioning yourself as the industry expert, and creating content with your audience in mind, it helps to build trust with them. They will naturally keep coming back to read more, as long as you continue to keep providing valuable and engaging content.
Monitor your best and worst content
As with everything in marketing, testing and measuring is still applicable to content. Google Analytics should give you a good indication into the most visited articles on your website, and how long your audience has spent reading each article. Facebook’s Insights and Instagram Analytics can also give you an indication into which posts are doing well – look for clicks on links, social shares and engagement.
Keep an eye out for patterns, as you may find that articles on one particular subject area gain more engagement. You can then tailor your content marketing strategy to include content that performs well, and ditch the poorly performing content.
How do you get your content in front of them?
So now you have created your engaging, valuable content what platform is the best to ensure it is seen by the right people? The main 3 ways to display your content are:
If you know the challenges or problems that you target audience are using, then you can optimise your content to be the solution for their needs. Ensure your content is keyword rich, and you will attract the right people to your content.
By studying your ideal buyer persona, you will know which social media channels they are spending their time on. Again, don’t use organic social media as a pushy sales tool. Be active and provide expertise within your subject area.
If you are looking for a faster approach, for example if you have a time-sensitive promotion, you may want to look at pushing your content out to your target audience via paid ads. The platform you choose will depend on your business offering, and the type of customer you are looking for. Facebook Ads is the best for targeting incredibly specific audiences though.
Don’t forget to measure your success
I know I touched on this slightly earlier, but I can’t stress enough the importance of measuring your content marketing strategy. You need to be continually monitoring it to see what is working and what is not working, and optimising your content accordingly along the way.
With so much data at our fingertips, there really is no reason for not having a targeted, effective content marketing strategy.