Let’s Ask Google: How To Develop An Effective Content Marketing Strategy

Sarah Poshni

content marketing

Developing an effective content marketing strategy for your business is important because it really is the driving force behind succeeding online. Producing quality content attracts potential customers to your business, but having content that is relevant and up-to-date will help to retain them. If you’re not on top of the latest trends/topics that are relevant to your industry, you will always be a step behind your competitors. Having an effective content marketing strategy will help you convert potential customers into profitable customers.

content marketing

Here is how you can develop an effective content marketing strategy in 5 simple steps:

Step 1: Identify Goals and Objectives

The only way to measure the effectiveness and success of your content marketing strategy is to set goals and objectives. Is your goal to increase customer engagement? Brand awareness? Sales revenue? Website traffic? These are all possibilities. Take some time to think about what success means to your business and identify some key objective goals.

Step 2: Create Valuable Content 

Not only is valuable content the foundation for building an effective marketing strategy, it is what ultimately separates you from your competition; however, creating valuable content is not as easy as it may sound. The value of your content will be determined by the people that matter most – your customers.

How do you create quality content that is valuable? Start by getting to know your customers. What are their interests? What do they want to know about your products and/or services? These are things you will want to address in your content. While it is important to have content that is directly related to your business, be sure to mix it up to avoid overkill. If you’re always self-promoting, your audience may get turned off and lose interest. For example, if you are a real estate agent, you should not solely be promoting the houses you’re selling. Your audience may also be interested in home décor trends. Having variety in the content you create will help you stay relevant and retain the interest of your audience. A great way to find out what your customers are interested in is to create buyer personas. These are detailed profiles of your ideal customer. After all, what good is your content if it doesn’t appeal to your audience? Gaining insight into their lifestyle, interests, behaviour, the social media channels they’re on etc. will help you to come up with appropriate content. The more specific you are, the better information you will gather and the more effective your content marketing strategy will be. You can get started with this free template to help you organize your audience segments.

Step 3: Deliver Your Content

When it comes to having an effective content marketing strategy, creating valuable content is just half of it. How you execute and deliver your content is just as important to the overall success of your content marketing strategy. Having a blog is a great way to address the interests and concerns of your customers in an informative, yet conversational way. Going back to the real estate agent example above, you could write a blog about how to create an open concept living space. Videos and infographics are also great ways to share and deliver content, but they take a little more time to create.

Step 4: Be Patient 

An effective content marketing strategy takes time. Rome wasn’t built in a day. If you post one blog every three months vs. one blog per week, it will probably take longer for your content to gain traction. However, keep in mind that quality is better than quantity. The more stimulating your content is, the more you will benefit.

Step 5: Evaluate Success

Keeping track of your goals from Step 1 on a regular basis is important in determining the effectiveness of your content marketing strategy. This can be done by having metrics in place that will allow you to access the performance of your content marketing strategy. Useful metrics include conversion rates, number of leads, sales revenue and social media sharing.

Contact us today to see how we can help you develop an effective content marketing strategy!

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