Content Marketing has a reputation for being costly and difficult to execute, but that’s just not true. When planned right, content marketing can be an effective, low-cost marketing strategy, and can even enhance your SEO provides. But to do this, you need to invest in creating high-quality content and designing a content marketing plan.
Anyone can afford content marketing in some way, shape, or form. The essence of an effective content strategy is to be creative and resourceful with the tools you have.
Google loves content, and websites with fresh, relevant, and useful content generally achieve high rankings on the SERPs. The latest Broad Core Algorithm update by Google has emphasised the need for websites to build quality content to rank higher.
The best way to get maximum return from your digital content marketing is to be strategic about the content you produce, and plan what you are going to do ahead of time. Random blogs and articles won’t make a significant impact compared to targeted updates.
Designing a content strategy is a process, and the first step in any good marketing strategy is to research your brand and audience. The only way to create content that will be read and shared online is to appeal to your target audience. Do this by providing them with content that is useful, relevant, and in-depth, and emotionally engaging.
Research is where every good campaign starts, and it’s convenient online tools like Google Analytics, Google Trends, and BuzzSumo make it easier than ever. Find out what the most popular pages on your site are—what are people wanting to know about your brand, products or services?
Next, find out what words or phrases customers are using to search online for these things and connect the dots. You need your content to include the key terms and phrases that people use most often. Don’t guess, let Google tell you. Google knows best.
Google Trends is an excellent research tool that can show you what people are searching online, helping you frame the content by identifying the latest trends. Identify the search terms for the topics you are considering and add these terms to your list.
Other tools—like Buzzsumo—let you see what people are sharing most often on social media. This can help you get a feel for the sort of content that becomes popular with users. Include popular keywords and phrases, but tailor the tone and style of the content to appeal to social media audiences if you can.
Knowing your audience is a crucial element. If you aren’t sure who you’re writing content for, you need to spend some time thinking about who your customers are and who will be reading this content.
Google Analytics should tell you more about the demographics of your site and what types of people are interested in your content. You also need to consider who the brand’s customers are and what kind of people are going to be researching this subject.
When you have some information about the different ‘buyer personas’ in your audience, it helps to give them a face and some character. Name them and write a short description of the things they are interested in, their dislikes, quirks, and characteristics. Take the essential data from your analytics and flesh it out a little. What would these people want to know about? Where are the gaps in their knowledge? What kinds of pain points does your product or service solve for them?
The best way to write content is to have a reader in mind when you create it so that you are tailoring your content to their persona.
By now you should have an idea of why and how an online content marketing plan is developed.
You should have a list of the best keywords to target (long-tail keywords are ideal), hot issues, news, and an idea of what is trending online. You should also have a few buyer personas that represent your target audience.
Ask yourself—what kind of content would you like to see if you were a customer? What do I want to know about this topic? How can I make that information unique and exciting?
You’re almost ready to start writing. Refine your list of keywords, phrases, content types, and relevant topics. From this master list, find your best story ideas.
Content marketing is part science and part creativity. So, even with reliable data about trends, audience and online behaviour, you still need to get a little creative to make the magic happen.
If you need help taking your content ideas and turning them into reality, talk to the team here at Pure SEO today.
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