What is content marketing strategy?
Content marketing strategy is a digital marketing approach focusing on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Content marketing engages and educates potential buyers, builds trust, and drives profitable customer action. Content marketing can include articles, podcasts, videos, and other content distribution channels, and it is highly scalable for companies of any size.
While content marketing doesn’t explicitly promote a company’s products or services, it seeks to create interest in them, ultimately increasing sales and leads. Content marketing is effective because it allows companies to establish a relationship with their customers by providing them with valuable insights, making them more likely to purchase a product or service when it comes.
What are the four pillars of content marketing?
The four pillars of content marketing are audience insights, format decisions, content topics, and goal setting and tracking.
Audience insights involve getting in-depth knowledge about your target audience and understanding their needs.
Format decisions are about choosing the content formats that are most effective for your team.
Content topics involve deciding your brand’s topical authority.
Goal setting and tracking involve determining KPIs and goals to measure success. Suppose you want to take the quality of your content to the next level.
In that case, five core elements are essential to ensure success:
Audience personas
Brand story
Content marketing mission
Business case
Action plan
To maximize your content marketing strategy, focus on the 3 P's: plan, create, publish, measure, refine, and repeat. Finally, different types of content marketing you may choose to incorporate in your strategy include blogging, video content, infographics, white papers, and social media content.
What is audience insight for content marketing?
Audience insight for content marketing is understanding your target audience and what kinds of things they are interested in. This information can help you to create content that appeals to your audience and helps to promote your brand.
Why do you need a content marketing strategy?
1. To reach a broader audience
Content marketing is a powerful tool for businesses looking to reach a larger, more targeted audience. You can increase brand awareness and engage with potential customers by creating high-quality content tailored to your target market. Content marketing can help you reach more people by giving your customers valuable information and providing growth opportunities through offering quality content. It can also help you take advantage of the ever-growing digital population, with more than 75% of people using mobile devices and social media, and 26% of adults are almost always online. Content marketing can also help you get more leads, with 72% of marketers saying content marketing increases engagement and is a great lead-generation tool.
To make content marketing effective, however, you need to have a clearly defined audience and an ongoing analysis of your content's effectiveness at reaching that audience. By understanding your target customers, you can create content tailored to them and reach them where they are, whether on their mobile devices or social networks. Content marketing is an essential component of any marketing strategy, and leveraging the ever-growing digital population, can help you reach a broader audience and increase your leads.
2. To increase brand awareness
A content marketing strategy can be a powerful tool to increase brand awareness. It allows businesses to create and share valuable content with their target customers, effectively engaging them and building trust and respect for the brand. With high-quality content, businesses can get their brand in front of potential customers and increase visibility in search engine results. This can lead to an increase in website traffic, as well as more conversions and sales.
Content marketing also helps businesses to establish a relationship with their target customers by providing them with informative and helpful information, thus making them more likely to return to the brand in the future. Additionally, content marketing can help build brand loyalty, as customers will be more likely to trust and stay loyal to a brand that they feel is providing them with the needed resources.
3. To increase website traffic
Content marketing is a powerful tool that can help increase website traffic and grow a business. By creating quality content that is relevant and helpful to users, businesses can gain higher rankings in search engines, resulting in more visitors and potential customers. Content is also beneficial because it can help establish the brand’s authority and create brand loyalty, leading to more website visits.
Additionally, businesses can reach a wider audience by taking advantage of podcasting, YouTube, and blog posts, all potential traffic sources. Finally, paid advertisements can help inform, engage and convert leads faster, further contributing to increased website traffic.
4. To increase website conversions
Content marketing is a powerful tool that can help website owners to increase their website conversions. Quality content is the key to improving your website's visibility and ranking in search engine results, resulting in more organic traffic. You can educate leads and prospects about your products and services with quality content, build relationships with customers and create a sense of community around your brand. Furthermore, by analyzing your metrics, you can identify what types of content drive the most traffic and have the highest conversion rates. You can reach your target audience and increase website conversions through content promotion.
5. To increase website visitor loyalty
Content marketing is a powerful tool for increasing website visitor loyalty. Businesses can develop customer relationships by creating high-quality content relevant to their needs and interests, leading to greater loyalty. Customers will more likely return for more content and purchase products or services. Additionally, content can help improve website rankings in search engines, resulting in more organic traffic. Also, customer-generated content can have a multiplier effect, resulting in greater brand exposure. Ultimately, content marketing can help turn first-time customers into lifelong fans of the brand and help businesses build stronger relationships with their customers.
6. To increase website credibility
Content marketing is a powerful tool to help increase website credibility. Quality content not only helps to improve search engine optimization (SEO) rankings but also drives organic traffic to a website, leading to more leads and sales. It can also help to establish brand loyalty and visibility, as the first organic result in Google Search has an average click-through rate of 28.5%.
Furthermore, content helps potential customers become familiar with a business, its products, services, and values. Content can be published on About Us and Product pages to educate visitors, while blogs on different topics can provide further insight. Original case studies and user experiences can help build prospective buyers' trust.
A business can also increase its SEO ranking by getting high-quality links from other sites. Internal links, targeted link outreach and having one’s site listed in directories and resource pages are all effective white hat techniques to boost search engine rankings. Through careful link building and quality content, a content marketing strategy can help to increase website credibility and visibility.
7. To increase website authority
A content marketing strategy can positively impact website authority by increasing organic search engine traffic and providing useful, relevant information to users. Quality content attracts more people to a website, leading to more leads and sales. Regular updates to the content can also help a website rank higher in search engine results, boosting its visibility.
Building backlinks through link outreach, internal linking, and syndicating articles can help a website appear more often in SERPs, leading to more clicks and trust in the brand. Content marketing can also help establish a brand's authority in its industry and familiarize potential customers with its services, products, or values. Ultimately, developing a content marketing strategy can be beneficial in increasing website authority.
8. To increase social media engagement
Content marketing is an effective way to increase social media engagement. You can create posts that offer more than just sales pitches by providing valuable content that educates and informs your audience. This can help you build relationships with your prospects and a loyal following. A great way to start is by following the 5-3-2 ratio for social sharing, where you post five pieces of content from other sources, three of your own and two of other people’s content. It's also important to use multimedia such as videos, which people are likelier to watch than read, to effectively explain your concepts and provide context.
One example of a company that has seen great success with content marketing is Payson Petroleum. They provide investment news and opportunities to individual investors and use insightful eBooks to increase leads. Similarly, River Pools and Spa, which publishes content on topics such as “In-ground pool operating cost guide" and “How much does a fiberglass pool cost?”, have seen an increase in leads of $2 million.
By implementing an effective content marketing strategy, you can boost your organic reach, engage your audience and win over potential customers.
9. To increase search engine visibility
A content marketing strategy can increase search engine visibility in several ways. Firstly, providing quality content relevant to your industry or service can help search engines identify you as an authority in that field. It also helps improve your website's search engine optimization (SEO) rankings, as search engines favor websites that provide useful and relevant information. Secondly, creating content regularly helps keep your website fresh, which can lead to higher rankings in search engine result pages (SERPs). Creating compelling video content can also attract more organic traffic and help you rank higher in search results. Finally, content marketing can help control the conversation about your brand, products, and services, improving brand awareness and recognition. Overall, a well-thought-out content marketing strategy can be a powerful tool for increasing search engine visibility.
10. To increase website traffic and conversions through content marketing
Content marketing can be used to increase website traffic and conversions. By creating engaging and informative content, businesses can increase their presence online, attract more visitors, and convert them into customers.
Content promotion helps get the word out about a product or service, driving more traffic back to the website. Content marketing can generate leads and increase sales conversions by educating potential customers on what the company provides.
Content marketing also increases website ranking in search engines, allowing more people to find the company’s website and products. This increased visibility leads to more potential customers, which can lead to more conversions.
Overall, content marketing is an effective way to reach potential customers and increase website traffic and conversions. Companies can build customer relationships by providing valuable and engaging content, driving more website traffic, and increasing their bottom line.
What are the five essential elements of a content marketing strategy?
Audience Insights
Format decisions
Content topics
Goal setting and tracking
Creating a plan.
What are the four steps of content strategy?
Step 1: Identify Your Audience Insights
The first step in creating an effective content strategy is to gain an in-depth understanding of your target audience. Research their interests, needs, and preferences to determine what content you should produce to best reach them.
Step 2: Choose Your Content Formats
Once you know your audience, it’s time to choose the best content formats for them. Think about blog posts, video content, infographics, white papers, and social media content that you can use to connect with them.
Step 3: Set SMART Goals
Next, set SMART goals for your content strategy, which means they should be Specific, Measurable, Achievable, Relevant, and Time-Bound. This will help you track and measure the effectiveness of your content strategy.
Step 4: Create and Distribute Your Content
Finally, create and distribute your content. This includes setting a budget, deciding on the type of content, determining your KPIs, choosing your content channels, and creating and distributing the content. Once you’ve done this, you can analyze and measure the results to ensure you meet your goals.
Types of content marketing strategies
1. Content marketing strategy
Content marketing involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and drive profitable customer action. It is a highly scalable marketing strategy that can be tailored to any business or organization, regardless of size.
Content marketing aims to create compelling content around a company's products/services to generate awareness and interest from its target audience. This can be achieved by providing helpful FAQs, blogs, videos, and other forms of content that answer the questions of their potential customers before making a purchase decision. Content marketing is an effective way to grow your business, as it can increase leads and sales over time when executed correctly.
2. Marketing funnel
A marketing funnel is a framework marketers use to identify and track potential customers as they move through their journey to becoming customers. It is a way to conceptualize and visualize the customer journey from initial awareness to purchase. Content marketing is a key element of marketing funnels, providing the content needed to move prospects through the three stages: awareness, evaluation, and conversion.
At the top of the funnel (TOFU), content needs to have a low barrier to entry and should be entertaining, educational, or inspiring. Content such as blog posts, social media updates, infographics, photographs, podcasts, microsites, print magazines/newsletters, and primary research can all be used to facilitate awareness. In the middle of the funnel (MOFU), content should be designed to facilitate evaluation, such as case studies, product demos, pricing comparisons, and product reviews.
Finally, at the bottom of the funnel (BOFU), content should be designed to facilitate conversions, such as free trials, free shipping, discount codes, and customer success stories.
3. Keyword research
Keyword research is essential in content marketing, as it helps create content that will rank higher in search engine results. When researching keywords, it’s essential to look for fat head and long-tail keywords, as they will have the highest search volumes and the most specific search terms.
Using keyword research and tools like SEMRush and Google AdWords Keyword Planner, you can find out how many searches each keyword has per month, what variations of the keyword are popular, and what competitors are ranking for these keywords, helping you to create better content that will reach more of your audience.
Moreover, content marketing also requires an SEO lens to understand search intent, competitor research, and on-page optimizations, which help brands rank organically on Google's first page. By understanding the keyword trends, you can create more targeted and timely content, thus helping to draw more qualified traffic to your site.
4. Content formats
Content marketing involves creating and sharing content to grow an audience and enhance your brand’s presence. Many different content formats can be used to achieve this goal.
Blog Posts
Blog posts are an excellent way to create content that resonates with your audience. They can be used to share stories, answer questions, offer advice, and provide insights into industry trends. Also, blog posts can promote products, services, and events.
Case Studies
Case studies are a great way to demonstrate the effectiveness of your product or service. They can show potential customers why they should choose you over your competitors. Additionally, case studies can be used to build relationships with existing customers by highlighting the benefits they’ve experienced with your product or service.
Ebooks
A great way to provide comprehensive information and can be used as a lead magnet to help build your audience. When creating an ebook, it’s important to create content that meets readers’ needs and is structured in a logical order. You’ll also need to deliver it in a format your audience wants, such as PDF or Kindle.
Videos
Videos are becoming increasingly popular, as people are likelier to watch than read a blog post. They are an excellent way to explain complex concepts, highlight your product or service, and show its advantages over competitors. Additionally, videos can be used to create engaging live streams to further engage your audience.
Webinars
Webinars are a great way to generate leads and increase sales. They can be used to promote products and services, answer questions, and provide valuable insights.
Additionally, webinars can create a deeper connection with your audience by engaging in conversation and asking questions.
5. Marketing funnel strategy
6. Social media
Social media content marketing is a form of digital marketing that focuses on creating and sharing content on social media platforms to engage with customers and build relationships with potential leads. It differs from other marketing strategies in that it emphasizes creating content tailored to the social media platform on which it is being distributed. It also relies heavily on visuals such as photos, videos, and stories to capture viewers' attention.
Social media content marketing is different from other marketing strategies in that its main focus is to build relationships with potential customers rather than to promote a product or service. This is why crafting informative, valuable, and helpful content is important rather than just a sales pitch. Companies should also ensure to engage with their followers and strike a balance between self-promotion and adding value to their customers. For example, Buffer's social media feeds contain 90% or more of their content. They get away with self-promotion by consistently sharing insightful blog posts and engaging with their followers.
Overall, social media content marketing is essential to any digital marketing strategy. Companies can build relationships with potential customers and foster customer loyalty by taking the time to craft content tailored to specific platforms.
7. Blogs
Blogs play an important role in content marketing strategies as they are a form of inbound content that can be used to promote other internal and external content, create social share buttons, incorporate product information, establish brand authority in an industry, attract organic traffic, educate a target audience about products or services, and share insights about an industry. Blog posts are also a cost-effective way of creating marketing content, and they can easily be shared and circulated on the internet, allowing businesses to reach a larger audience.
Additionally, blog posts can be used to establish a business as a thought leader in their industry by providing valuable expertise and knowledge. When creating a blog post, it is important to consider what you want to achieve and to ensure that it is SEO-optimized with keyword-rich titles and descriptions. Lastly, content is essential to familiarize potential customers with your brand and educate them about your business, so creating, publishing, and managing your content to maximize its effectiveness is important.
8. Keyword gaps
How can keyword gaps help with content marketing strategies?
Keyword gaps can be a powerful tool for content marketing strategies. They help you identify trending topics you may not have known about and create relevant and interesting content for your target audience. Market research is essential for understanding what your audience is searching for and what topics they are most interested in. This research can then be used to create content tailored to their interests and needs. Awareness content is also crucial for attracting viewers at the top of the funnel and creating a better understanding of your brand.
By filling in the gaps with keyword research, you can create content that resonates with your audience, increases your search engine visibility, and helps you establish yourself as an authority in your industry.
9. Content marketing matrix
The Content Marketing Matrix is a tool that content creators and digital marketers use to ensure that their content appeals to the target audience and delivers the desired outcomes at each stage of the buyer's journey. It provides a framework to help brands clarify their goals, plan their content topics and formats, and track their performance in terms of key performance indicators (KPIs). This matrix is designed to identify whether the content resonates with the target audience, whether it's engaging or motivational, and whether it educates or persuades them to take action.
The matrix helps brands identify the topics they should focus on to appeal to the target audience and define their content formats. By understanding the needs and interests of their target audiences on emotional and rational levels, brands can tailor their content to suit different stages of the customer journey. This can include entertaining content such as videos and games, inspiring content such as reviews and ratings, and educational content such as blog posts and videos.
By using the Content Marketing Matrix, brands can develop an effective content marketing strategy that meets the needs of their target audience while also adhering to the overall business objectives. This tool can help brands ensure their content resonates with their ideal customer and encourages them to take action.
10. Editorial calendars
An editorial calendar is a tool to plan and organize content marketing efforts. This can include topics, target dates, headlines, content formats, target personas, and success metrics. It effectively ensures content is produced and distributed consistently, allowing teams to plan and optimize content to increase conversions.
An editorial calendar can help to create a content strategy that is timely and engaging. It enables the team to research their industry and plan content around seasonal trends or important events. It also helps the team to assign tasks and collaborate on creating the content. Having a calendar also reduces the number of back-and-forth emails since everyone can easily access the content plan in one place.
Using an editorial calendar can be beneficial for content marketing efforts. It allows teams to stay organized, plan, and create content that engages their audience. Ultimately, it helps to increase conversions and reach more people with the content.
How to create a content marketing strategy?
Step 1: Determine Your Audience
Step-by-step instructions for determining your audience for a content marketing strategy:
Survey your existing customers to understand who they are, their needs and wants, and how they can be found online.
Research industry trends to identify who you don't want to target and keep tabs on who your competitors are targeting.
Use the Personas tool to create formalized buyer personas to succinctly communicate your audience to your stakeholders.
Create content that speaks directly to your target audience, addressing their needs and wants.
Establish a goal for your content marketing plan that will contribute to achieving your business goals.
Choose content formats and channels that best reach your target audience.
Craft a content strategy to motivate your audience to take the intended actions.
Step 2: Analyze Historical Content Performance and Establish your Content Marketing Goals
Analyzing historical content performance can help create a successful content marketing strategy by providing insight into what type of content resonates with an audience and what metrics best measure success. By setting specific KPIs for every content piece, tracking user behavior and engagement through Google Analytics, and measuring SEO outcomes and company revenue, marketers can gain valuable insights that can be applied to setting SMART goals and creating content that will effectively reach their target audience.
These insights can help inform the creation of content tailored to the customer's needs and wants, increasing the chances of engagement and ultimately leading to the achievement of content marketing goals.
Step 3: Audit Your Existing Content
Creating a content marketing strategy requires a thorough understanding of your existing content. A content audit is a process of analyzing and improving your existing content to maximize its potential. Here is a step-by-step guide to conducting a content audit:
Utilize a content audit tool to run automated content audits on your website. This will help you track the performance of your content and gain insights into its performance.
Analyze your existing content to understand which topics and formats resonate with your audience. Ask yourself which content topics and keywords are performing the best. Which content formats generate the most engagement and conversions? Which channels drive the most traffic?
Get detailed insights on individual content pages with services such as ImpactHero.
Gather data from your past content performance metrics to understand what performs well and what doesn't. Note the number of views, likes, clicks, comments, and shares for each piece of content.
Create a content vision board based on your audience's pain points, interest segments, content type, and channels.
Utilize keyword generator tools like Google Keyword Planner to search for relevant keywords to create SEO-friendly content.
Focus on creating original content that stands out from your competition.
These steps will help you create an effective and memorable content marketing strategy that resonates with your audience.
Step 4: Develop a High-Level Editorial Plan and Content Calendar
Creating a high-level editorial plan and content calendar for content marketing requires a few steps. First, prioritize your actions by determining which content campaigns, topics, and formats should come first in your plan. Next, find relevant topics by looking at your audience research insights and conducting competitive research. Use Semrush's Keyword Gap tool to identify keywords your competitors are ranking for that you are not. Additionally, use the Topic Research tool to find topic ideas to cover.
Once you have your list of topics, create a content plan which should cover the following: chosen content topics, content formats, channels for content distribution, target personas, and success metrics. To ensure content is consistently produced and shared, create a social media calendar or an editorial content calendar. Following these steps, you can create a high-level editorial plan and content calendar for your content marketing.
Step 5: Develop Your Content
Developing a content marketing strategy can be daunting, but it doesn't have to be! These steps ensure your content strategy is effective and resonates with your audience.
Gather Your Team and Data – Gather up your entire team and the data you have collected. Use this data to create a content vision board that outlines your audience's pain points, interest segments, content type, and channels.
Choose Content Types – Use the questions about your target audience to narrow down the right types of content for them. Look at the various types of content reviewed earlier to decide which content you'll create.
Create a Content Plan – Add your main marketing campaigns and projects to your content plan. Cover topics, target dates, headlines, categories, content formats, personas, and success metrics. You can document your plan on Semrush's Marketing Calendar.
Focus on Originality – To capture your audience's attention, create original content that stands out from your competition. Use keyword generator tools like Google Keyword Planner to create SEO-friendly content, and use Semrush's SEO Writing Assistant to check the originality of your written content.
Diversify Your Content – Include diverse formats to appeal to every audience member. Your selection will depend on your customer's preferences and your analysis of content performance. Focus on formats that resonate with your audience and make sense for your content funnel.
Following these guidelines will help you create effective and memorable content that resonates with your audience. Good luck with your content marketing strategy!
Step 6: Set a Budget and Create a Content Marketing Plan
Creating a content marketing plan and setting a budget is essential to developing an effective strategy. To set a budget, ask yourself if you need to purchase any software or technology to create the content, hire any content marketers or designers, pay for ad space, or access any specific tools or resources. Note how this impacts your budget, then add your main content marketing campaigns and projects to your content plan. When deciding on content formats and channels, consider historical content performance, target personas, success metrics, and other key elements.
To create a content marketing plan, start by documenting your plan and any important notes to share with stakeholders, such as topics or keywords, target dates, headlines, categories or clusters, content formats, target personas, and success metrics. Then, use four essential elements of your content marketing strategy: audience insights, format decisions, content topics, and goal setting and tracking. Finally, plan how and when to disseminate your content, considering budget and goals. This will help you create a plan that works for your business.
Step 7: Continuously analyze Your Content Performance
Analyzing your content's performance is essential to a successful content marketing strategy. Here are the steps to take to ensure that your strategy is effective:
Set specific KPIs for each content piece: This will help you determine your benchmark for success.
Set up Google Analytics: Track page performance and connect with Semrush's Position Tracking tool to get updates on target keywords.
Track user behavior, engagement, SEO outcomes, and company revenue: This will help you understand what content resonates with your audience and whether your efforts are paying off.
Analyze and measure your results: Measure your SMART goals and KPIs to determine the success of your content marketing strategy. Use tools like HubSpot Marketing Analytics Software, HubSpot Social Media Management Software, Mention, SharedCount, Sprout Social, and Google Analytics to help you.
Identify your top-performing content: This will help you build upon your success.
Analyze your metrics: Look at what types of content drive the most traffic, get the most social media shares, and have the highest conversion rates.
Run a content audit: This will help you determine which content type is performing well and which needs to be updated or rewritten.
Use analytics tools and third-party dashboards: Track every aspect of every post to see what's working and what isn't.
Following these steps, you can create an effective and successful content marketing strategy.
Step 8: Select Content Channels
Several steps must be taken to ensure success when selecting content channels for a content marketing strategy. First, you must decide what content you want to create. To do this, refer to your audience persona and select a content type that can promote your product and inform your audience simultaneously. Once you have selected the content type, decide which channels to share and distribute your content to your viewers. This can vary depending on the content type and your target audience. For example, video content can be shared on YouTube, Facebook, and Instagram, while text-based content can be shared on blogs.
Next, create a content vision board based on your audience persona, gather data, and select content types and channels. Then, use keyword generator tools like Google Keyword Planner to search for relevant keywords to create SEO-friendly content. Set SMART goals, KPIs, and a budget for your content marketing.
Finally, create and distribute your content and analyze and measure the results. Use a formal content plan and a content calendar to help you keep track of your content plan. Include topics, keywords, target dates, headlines, categories or clusters, content formats, target personas, and success metrics.
Following these steps, you can choose the best content channels for your marketing strategy.
Step 9: Define Success Metrics for Your Content
Step-by-step instructions for defining success metrics for your content marketing strategy:
Establish your content marketing goals by considering your company’s high-level business and marketing objectives and how content can contribute to these goals.
Define the metrics that you will measure to determine success. These metrics should be tied to your business goals and include website traffic, conversion numbers, social media followers, page views, click-through rates, purchases, and paid subscriptions.
Analyze your current priorities and determine which metric data to focus on.
Create performance benchmarks to measure your success against.
Track ROI by looking at your costs vs. revenue or a given value for the action.
Constantly refine your strategy based on your data and insights.
Evaluate your marketing campaign's performance to determine what’s working and what isn’t.
Slaterock Automation can help you with your company's content marketing strategies. Being one of the best Creative Content Marketing agencies in New York, Slaterock Automation can help your company. Book a call today and boost your company's marketing returns!
500x500.png)