Content marketing is a long-term strategy. It focuses on building a solid relationship with your target audience by consistently giving them high-quality and relevant content. The power of content marketing lies in its ability to attract new customers, educate your audience, and drive good revenue for your business. Additionally, it can help you create strong brand awareness, increase your audience’s trust in your products and services, and significantly improve your website’s ranking in search engine result pages.
As content marketing trends continue to evolve, there is an increased demand for new and improved strategies among multiple businesses. The right strategy depends upon multiple factors, including your business goals, product type, and allocated budget. In 2022, what you should focus on the most is developing a content marketing strategy that will help you achieve your business goals and keep it profitable in the long run.
What does the right content marketing strategy include?
According to a report published by the Content Marketing Institute, around 77 percent of the B2B marketers reported that their organization had set up a content marketing strategy in 2021. In order to do so, they had very specific goals in mind along with multiple tried and tested formulas of which strategy would work and which won’t.
Every strategy requires the right team, a proper plan, and a robust evaluation process. The five essentials that every content marketing strategy should focus on are –
- Target Audience: The persona you attempt to reach with your content marketing efforts.
- Tactics: The content you will create and the distribution methods you will employ.
- Timeline: The dates for the development and launch of your campaigns and programs.
- Resources: The budget, people, and processes needed to carry out your plan.
- Metrics: The outcomes of your content marketing strategy
A well-designed plan identifies the people you want to reach, educate, and engage with through your content marketing efforts. It’s crucial to know who your customers are, what they want, and how you can provide it to meet their needs. When you have a clear understanding of your audience, you will be able to create the kind of content they are interested in.
Creating a buyer persona is crucial to understanding your audience. It helps you understand what your audience is like, what interests them and what doesn’t, their needs, and how you can improve your products or services to meet their needs.
To put your content marketing strategy into action, you must first identify the winning combination of content and distribution channels that will move your audience through the buyer journey stages.
When choosing a channel, the most important factor is where your target audience is most active and in the right state of mind to take positive action on your offering. The choice should be driven by the kind of content you’re making and how it will be adopted in your overall marketing efforts.
The right outreach plan is crucial to boosting your audience’s trust in you and encouraging them to engage with your brand. Building relationships with influencers is one of the most efficient ways to reach out to your target audience.
Every content marketing strategy should have a proper timeline to execute it efficiently. It’s important to know when and what to release next to keep your audience engaged.
Setting up a content marketing calendar is the best way to ensure that your content development and distribution plans work as expected. It is also essential to keep track of the deliverables, lead times, and deadlines, whether you structure your plan by weeks, months, or quarters.
Measuring the success rate of your efforts is a crucial step in your content marketing strategy. By analyzing the results you get, you can improve your content marketing strategy and create better ones for your upcoming campaigns.
One of the most important metrics is the return on investment (ROI), which will help you understand your business objectives and help you make decisions based on them. Other important metrics to consider are social shares, traffic generated, customer retention, click-through rates, backlinks, bounce rates, and time spent on a page.
The most challenging aspect of every content marketing strategy is to provide enough resources to meet your goals. It requires an in-depth understanding of the buyer’s journey that only a combination of new and existing resources can bring. The success of your content marketing strategy relies on having a combination of both kinds who can bring fresh insights and proven results along with the existing ones who have proved their mettle in the past.
In this digital age, content marketing is an ongoing process. To keep your digital marketing strategy fresh and new, you need a level of flexibility that you cannot achieve without the right resources. Whether you have to hire new talent or train existing ones, make sure you have the people and infrastructure to allow you to go on.
How an e-commerce website increased it’s traffic by 1100%?
Fanatics is an e-commerce sports website that wanted a boost in organic traffic and more brand engagement. They wanted to convert their website into a complete online destination for sports lovers. After integrating the five elements of a successful content marketing strategy, they ended up with incredible results.
Target Audience: Sports lovers/enthusiasts who were regular visitors of their website.
Tactics: They planned to launch a blog, get a loyal customer base and attract stellar media attention.
To achieve their goal, they decided to publish quality sports-related articles that would appeal to sports enthusiasts. Alongside, they would take up certain topics related to historical aspects of sports and post them constantly.
Timeline: Six months
Resources: Fanatics decided to hire a digital marketing agency to help them develop a content marketing strategy.
Metrics: The website soon became a complete destination for sports lovers. It saw an 1100% increase in organic traffic and a 230% increase in the number of ranking keywords. Additionally, it also featured on popular networks like USA Today, MSN, Yahoo Sports, and The Score.
Nothing boosts a content marketer’s confidence like a well-thought-out plan for success. The plan should be well-structured and unambiguous, with proper research gathered to back it up. Only then will your content marketing strategy yield the benefits that you have always yearned for.