Content is an essential component of your marketing strategy. Digital marketing content comes in many forms, including blogs, articles, videos, podcasts and more. In order to best utilize this tool, your content needs to elevate from simplistic to dynamic. This will result in a unique and useful customer experience for your targeted audience.
Approaching content marketing with effectiveness in mind means taking the following steps:
1.) Data Analysis – Use the data sources that are available to your advantage. Take this information to create a strategy that will best serve your audience. Using data like internal search data can lead you to knowledge about current site content. Is your content currently in-line with your customers’ search goals? For example, data on searched keywords can be valuable data. This can tell you what customers are looking for and whether they may have a high bounce rate on your site or a poor click-through rate from a search engine.
2.) Competitive Analysis – Identify who your online and offline competitors are. Look at what your competitors may be writing about. Are there similar themes? Analyze conversations and comments to see what the audience’s social responses are. Find out what’s still missing and what was well received to help you create desired content that sets you apart from competition.
3.) Create Value – Keep your analytics data and keyword strategy in mind in order to optimize your content to be found in search results. Make sure your content is easily navigated to and from as many relevant pages as possible. You content should remind your audience of your unique brand values and how you offer them something competitors cannot.
4.) Promote –Content requires distribution through a variety of channels. Different types of content may determine what distribution channel(s) you use. Build a following through social media sources such as Facebook, Twitter, Pinterest and YouTube. Email marketing is another useful content distribution channel. Mobile marketing channels including SMS text messaging and voice broadcast are additional ways to share content and promote your business.
Following these four steps will help your develop content that is effective and engaging.