Did you know that 63% of businesses don’t have a documented content marketing strategy? That’s according to the latest research from the Content Marketing Institute (CMI) and Marketing Profs.
The reason those companies who DO have a strategy are most likely to feel their efforts were successful is because without one, success or failure is just luck – which means all your hard work could go down in flames for no good reason at all.
11 Steps to Create a Content Marketing Strategy to Grow Your Business
Step 1. Set Your Mission and Your Goals
The mission statement is a critical part of your content marketing strategy. While it covers what the audience will get from you, there are also benefits for you as well: both business and financial ones! Typical goals include improving revenue by means of getting more sales through high-quality leads generated because people have viewed your site often; influencing others to see favorably on your company with improved perception in an effort to gain credibility among potential clients or customers; and increasing traffic so that greater possibilities may lie ahead when meeting other objectives such as generating revenue.
A good starting point for your content strategy plan is to set out a content marketing mission statement. This will help you better focus on what's important and not-so-important in creating the right kind of content, so that your strategies stay on track. A great example comes from CIO.com - their about page has an awesome 'content marketing mission' sentence that outlines:
Typical goals include:
Improving revenue as a result of your content marketing strategy
Making more sales and getting more high-quality leads, which will help you meet your revenue goals.
Getting more traffic to your site, as the more traffic there is, the greater the possibilities for meeting your other goals.
Improving the perception of your business, so you gain influence and authority and are seen as a thought leader.
SEO success, which leads to more traffic.
Reduced marketing costs, as your content becomes more effective.
Social media engagement, which can help with both traffic and authority.
Once you know your goals, it’s time to move to the next step.
Step 2. Establish Your KPIs
The problem with establishing KPIs is that many marketers are so focused on the end goal, they forget to establish objectives and milestones along the way. That's why you need specific metrics in place before setting your goals for content marketing success. It’s all about knowing what it will take to meet those benchmarks by setting targets including revenue, sales, traffic (website), SEO rankings and more. Fortunately there are plenty of tools out there to help track different aspects of digital marketing such as email campaigns or social media statistics which put everything within reach - just make sure these numbers can align with your overall strategy!
Step 3. Know Your Audience
As mentioned earlier, for a successful content marketing strategy you’ll need to be clear about who your audience is so that you can create the right contents to reach them. There are three actions you will take in order: collect demographic data, find out what they care about and engage with it accordingly; then polish off your campaign by responding quickly and consistently across all channels of communication where people have come into contact with or clicked on any part of your message.
Web analytics, social media analytics, and email subscriber analytics will give you the data you need on your audience’s:
Age
Gender
Education
Income
Step 4. Assess Your Current Position
When it comes to marketing your business, you’re probably inundated with ideas on what type of content will work best. You have a lot out there already that can help – blog posts, social media channels like Facebook and Twitter as well as podcasts or videos. That doesn't mean they're working for you though! To figure this out, the first step is carrying out an audit of all those pieces so we know where our strengths are; then we'll be able to determine how much time (and money) needs spent in each area before assessing whether these efforts need more resources allocated elsewhere.
How to Log Your Content
This innovative tool can be used to log all the content on your company's website or blog. After a quick download, you'll have an easy-to-read list of every link and file that resides on your site. You can then export this data into Excel for use with other programs like Google Analytics!
List URLs
Analyze page titles and descriptions
Find duplicate pages
Create sitemaps.
Step 5. Figure Out the Best Content Channels
As you work through this process, start to get a sense of where your audience is hanging out and what content they're already engaging with. It's best to focus on expanding the things that are working rather than trying for everything at once! To be absolutely sure, take another look in Google Analytics-- when there go to Acquisition » Social » Overview and check which social networks have most activity around your content. For example, after doing so I found our YouTube video has had more engagement then other platforms like Facebook or Instagram.
Step 6. Decide on Content Types
The type of content you create for your strategy depends on the needs and audience. There are some types that every company will need, but it's important to think about what is best for YOUR company specifically as well.
Some pieces of content we recommend include blog posts- they should be valuable and shareable so people see them in their feeds! You can also use articles or infographics- again these should be actionable, engaging blogs like this one from our founder with his tips to make a successful business plan!.
Step 7. Identify and Allocate Resources
It’s time to get your content marketing on. You know who you want to reach, and what type of content you plan on creating for them. Now it's just a matter if making sure that your strategy is adequately planned out so all goes according to the best-laid plans! Before we dive in though, let’s put down some ground rules:
1) What type of content are we planning?
2) Who will be watching our new posts?
3) Where can people find us online or offline?
Step 8. Create a Content Calendar
Content marketing is a key part of running an online business, and one important element to it is publishing content on the right platforms at the appropriate times. This might seem easy enough, but without planning out your content strategy well in advance you may find yourself scrambling for deadlines or missing them altogether.
For example if you’re scheduling blog posts with Google Calendar then all you have to do is set up due dates and publish when they come around- this works especially well if there are only a few pieces of written work coming through each month/week etcetera as opposed to those who produce high volumes week after week!
If all goes well with writing for corporations or agencies then it's important that you're set up on WordPress so that everything is easier as time passes. This CMS will be able to integrate seamlessly into any existing site design in order to retain customers and make them happy - which means repeat business from current clients, not just fresh ones coming through the door every day!
Step 9. Create Content
As you’ve seen, there are a lot of steps to creating content before we start - but now it's time for the fun part. We're going to use our blog as an example and talk about how they can be used in your own strategy. So first pick what type of post you want: list posts or tutorials? Once that's decided, come up with a title from one of those on the calendar (if we already know which ones work best). Now is when all that research comes into play; think about what people might enjoy reading based off past data and see if anything stands out!
Step 10. Distribute and Market
Your content strategy is only as good as the distribution and marketing game you play. If social media gets boring or your subscribers get sick of seeing emails, no one will view it! That’s why I use a drip campaign to share my new blog posts with Missinglettr - this way people don't miss out on any important information that could be life-changing for them.
The next key part of your content strategy is distribution and marketing. That’s because you won’t get the results you want unless these are handled correctly. For example, if not done so already:
- You should set a schedule for sharing your content on social media to reach more potential customers who might be interested in reading it; both immediately as well as through an effective drip campaign via Missinglettr or some other tool
like that - which will help keep them coming back again and again when they feel compelled by new material (as long as this information remains relevant);
- Use email marketing – including autoresponders with OptinMonster integration to distribute links from all of those articles once published while also
Step 11. Measure Results
Successful content marketing strategies can be assessed by returning to those KPIs you set at the start of your plan and seeing what has changed. Was there an increase in conversion rates? Did more visitors opt-in for a newsletter subscription after reading one article or liking it on Facebook? By understanding these metrics, marketers are able to determine whether they’re hitting their targets.
To assess the success of your content marketing strategy, you can do a variety of things. You may check Google Analytics to see how your content is performing and measure social sharing activity via Buzzsumo and other social analytics tools. Alternatively, optinMonster’s conversion dashboard offers an excellent overview for assessing the success or failure of all campaigns related to that company's website.
To assess the success of your content marketing strategy, you can:
1. Check Google Analytics as described above to see how your content is performing
2. Measure social sharing activity via Buzzsumo and other social analytics tools
3. Look at OptinMonster’s conversion analytics dashboard to assess the success of your marketing campaigns. Other helpful tools for tracking content marketing successes include Google Alerts.
Conclutions:
You know your stuff, and we’ve got a lot of it. Check out these digital marketing hacks to help you make the most of your content, our top tips for making SEO work harder than ever before, or how harnessing emotional intelligence can really take things up a notch! We also have some great WordPress eCommerce plugins that will get you rocking in no time at all.
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Name: Shamim Ayub
Email: shamim.ayub24@gmail.com
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