Using content marketing to promote your business requires focused, targeted text. Your online promotional material can show your readers that you are an industry leader when it comes to knowing and understanding your subject material. There are steps you can take to make the most out of a marketing strategy to create an effective promotional campaign. If you focus on growing your audience, your content can pay for itself with new clients and broad readership reach that could go beyond a local market.
Basic Content Marketing Strategy
Offer Readers Expert Information
Find what angle of your industry you can excel in when it comes to disseminating information. If you make exercise equipment, for example, you may want to offer the latest in exercise research or tips for a basic workout program with trainers as blog contributors. The more you can speak as a voice of authority on specific content, the more people may be attracted to your content and marketing.
Use High-Quality Content
Incorrect or inadequate content on your site can leave readers feeling that your company is not professional. Hire or outsource writers that can convey your information in a well-written format. This not only will give you a lift in terms of quality content, but also will free you and your staff to focus on the overall content strategy and related assignments for the writers.
Collaborate with Your Writers
Keep the feedback channels open with your writing team. Make sure you look at the content that is representing your business. Offer words of encouragement and any suggestions if you want to take the entries in a different direction. Clear, concise directions to the writers can make a big difference in a marketing project’s outcome.
More Content Marketing Tips
Offer Training for the Writers
If you want to accomplish effective marketing, your writers need to understand the difference in writing for the Web vs. other types of writing. You may want to lead in-house training with plenty of examples for the writers to see and learn appropriate style. You may even want to put together your own style manual, particularly if there are industry references specific to your business that could boost the authoritative nature of your site’s articles.
Emphasizing SEO and Keyword vs. Content Distinctions
As part of the training, you may want to spend some time discussing your SEO strategy along with keyword vs. content details. You may have specific metrics that are part of your SEO formula, which can help give the writers guidelines. And, while a keyword strategy is important, you may want to stress the value of detailed, accurate content on your site as you work with your writing team.
Create a Content Marketing Plan
Use a Content Calendar
A content calendar can keep you and your writing staff on track for different promotions through the year that can tie in with blog pieces. You may have sales at specific times of the year or an annual event such as a new-product launch. The calendar can keep everyone’s schedule in line with yours so that the writers can meet any increase in workload.
Review Site Traffic Statistics
Knowing more about your audience can help your staff refine your marketing to maximize reaching as many people as possible. You may discover that certain times of the day are best for posting to your site for local audience reaction. You also may dig deeper to see what types of mobile devices your readers prefer to use. This can help you customize your site and readability depending on the most popular devices. Combine this knowledge with traffic statistics, and you may soon have a powerful combination of information to create an effective target-market plan.
Putting Your Plan in Motion
An effective content marketing strategy includes several key components. You will want to build a strong writing team, offer training on key elements along with goals for content, and arrange for a calendar to keep track of promotions. As your audience grows, you can review site traffic and obtain any readership metrics to help further refine your strategy as the content builds an audience. Your promotions can take a life of their own with a smart plan in place as a guiding force.