Content marketing is still the most effective according to most digital marketers yet almost half of them reported it as of one of the most challenging SEO tactic. Despite the challenge to execute high-quality content marketing strategies, they continue to strive and produce more quality content or being left behind.
The success of content marketing greatly relies on, and should always, flow from a solid and effective content creation strategy. Here’s our top recommendation:
1. Know your Audience
When it comes to closing the deal, I always remember Zig Ziglar quoted Dr. Hugh Russsel in his Secret of Closing the Sale book. He said ❝People will buy from us not because they understand our offer but because they feel we understand them❞
Therefore, before you take your pen and start writing, the first and most important thing you need to do is to know and understand your audience.
It all means a deep understanding of your audience is crucial for content creation. Marketers and business owners have heard the term “buyer personas or marketing personas” to identify their ideal customers.
Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions.
Right Customer – Right Content
Let’s accept that we can’t write for everyone. There is a big difference between writing content for the audience of beginners versus the audience of experts. An appealing content for business owners would not be engaging for sports fanatics.
Content for the beginner is more likely about general and basic information, while for the expert it will be more on specific and in-depth content to deepen their knowledge.
Download Distinct Digital Marketing Infographic Here for Winning Content Creation Strategy
2: Keyword Research
I put Keyword Research as the second important point here, it is because it plays a great part in SEO tactic.
Your content creation strategy won’t stop at knowing your audience. Writing long content does not guarantee a win for SEO as most SEO advice will tell you that it is all about having a long content. NO.
I tell you it is satisfying the search intent. Give the searchers what they want they search in Google and other search engines.
If your audience search for black running shoes, you understand that he is looking for the best black running shoes.
You must understand what specific keywords your target audience will use to type in Google on your buyer’s journey so you’ll identify the purpose of your content.
Semrush has a list of 5 best keyword research tools to use:
- Google Keyword Planner
- Moz’s Keyword Explorer
- Keyword Tool
3: Identify the Purpose of the Content.
Buyer’s journey is the different stages your customers go through until they decided to buy. You can map out your content creation at each stage.
The purpose of each content is to give value. And adding value to your content it is not limited to giving them advice, you can also entertain them, teach them, guide them or solve their problem.
The Buyers Journey
4: Content Format
Content creation has a variety of options depending on your purpose and target audience.
Some of the popular content formats are the following:
- Blog Post
- Social Media Content
An in-depth research about your audience means you know which of the above content formats they are fond of. They might love to read blog posts, or prefer to watch videos, subscribes to their favorite influencers’ newsletters or just follow popular brands’ social media content.
5: Content Audit
Conduct content audits regularly to make sure your content marketing is effective. Analyze which area of the content creation you hit and miss to improve more.
Here are the top 5 content marketing metrics to use according to LinkedIn Technology Marketing Community :
- web traffic/visits (63 percent)
- views/downloads (59 percent)
- lead quantity (42 percent)
- lead quality (39 percent)
- Social media sharing (36 percent)
While (Content Marketing Institute/MarketingProfs) suggest different success metrics for B2B content marketing.
- sales lead quality (87 percent)
- sales (84 percent)
- high conversion rates (82 percent)
- sales lead quantity (71 percent)
- website traffic (71 percent)
- brand lift (69 percent)
- SEO ranking (87 percent)
You see? A solid and winning content creation strategy looks like a chain. You must start with the first step before you can move forward. Each strategy point is crucial for your next move.
Though content creation is time-consuming yet it is rewarding. A winning content does not only place your product or service on top results, it will generate more traffic and most of all sales.