Content Marketing Strategy

It should be no shock to any marketing strategist that there can be no successful digital marketing campaign without a content strategy of the highest order. What is absolutely shocking is that according to research from the CMI (Content Marketing Institute) around 63% of all businesses do not have a documented content marketing strategy. This is, of course, something you should rectify post haste if you fall into this 64% as it can be a fairly straightforward, time-tested way to help grow your business.

Objectives and Goals of your Content

Before getting into tools and specific strategies it is worth outlining your objectives and goals. A brief mission statement can help to provide clarification. In order to write this think of your target audience, how you hope to reach them through content and what benefits they will receive as a result of your content.

 Planning Your Content

There are many factors that contribute towards the success, or otherwise, of content marketing strategy and a unified campaign, knitting together a wide range of important attributes offers the best possibility of success, leading – one would expect – to a significant improvement in that all important conversion rate. In content marketing one of the most important factors is planning. Without planning there will be no consistency and without consistency there is little chance of sustained success. Regular content with a consistent voice comes largely as a result of good planning.

Content Marketing Tools

With this element still in mind and based on the fact that the primary objective of digital marketing is to improve your website’s ranking on Google and other search engines then it is essential to take advantage of some of the main tools that are available to give you the upper hand. One such tool is provided by Surfer SEO – who can help you plan and fully optimise your content strategy, focusing on your particular niche and audience as well as your domain. Their promise is to help you to become a leader in your niche, offering many distinct and helpful strategic ideas, involving article outlines, SEO audits and content ranking along the way.

Another great tool for content marketing is Hubspot, which allows users to take advantage of their bespoke blog software, social media management and video hosting and management. It is important that content is accurate, error-free and consistent and for those lacking time or dedicated editors, the likes of Grammarly can be particularly useful as they provide editing and proofreading services.

The final tool to mention is one that helps with the all-important keyword side of content provision, which is Yoast. Yoast is a great SEO WordPress plug-in that allows users to optimise content for keywords as well as tidying up meta-descriptions and helping with internal links. The aforementioned Surfer SEO is also great for keyword functions, providing a unique mechanism for looking at keyword density.

 Keyword Research

Keyword research is a vital precursor to planning a successful content marketing campaign. Understanding your potential customers’ search intent is one of the most vital factors in keyword planning. Let’s look at a simple example. If a browser types in “best vegan coffee shop near me” their intention is to find a high rated vegan coffee shop near to their current location. How, as a vegan coffee shop would you take advantage of this search intent? You would do so by integrating this search result in your keywords as a long-tail keyword term. It is rather easier than you’d imagine to get things wrong when it comes to looking at search intent and implementing the findings in keyword research and content. Get this stage right and you will be on the right track.

As part of your keyword research strategy you should also look at:

    • The specific words and phrases that your relevant potential customers are entering into search engines
    • Look into the keywords used by your competitors and try to improve on them
    •  A tool called Semrush, which is recognised as one of the best SEO tools on the market, with which you can obtain keyword ideas as well as finding out how you can rank highly for those keywords

As briefly mentioned consistency of voice is key to creating long-term, durable content strategy. Think about how you want your brand to be portrayed and forge a voice to match. Think of key words, like: authoritative, friendly, light-hearted, official, business-like, casual, formal and which ones you want to identify with for your content strategy.

Track Key Performance Indicators (KPIs)

Finally, a content marketing campaign cannot be judged without tracking KPIs (Key Performance Indicators). You need to decide on which performance indicators are most important to you before pinpointing the tools and mechanisms through which they can be tracked. They can include site traffic, bounce rate, newsletter subscriptions, search ranking, conversion rate and social media interactions.

 Regularly Review Your Content

One last, but important point is the need for review. All great content marketing strategies should be subject to quarterly reviews to pinpoint successes, failures and areas for improvement.