What is content marketing?
Content marketing is the process of creating useable content that your customers, clients and end users get real value out of (eg, learn information) and sharing it on your own channels to increase your credibility and entice new leads and sales.
All good things need a plan but getting started with your content plan can be daunting. Below, you will find some simple steps on how you can get started with your content strategy.
'Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.'
How do you decide what topics to focus on and what format to use?
When writing and planning a bunch of content, it can be challenging to know where to start and what to write. You might want to write about dogs and bowties but how relevant is it to your broader marketing plan? What kinds of topics will draw in more sales and new customers?
Topic focus should be based on your target demographic and what content appeals to them to engage their interest and convert sales. What do they already consume and what articles and blog posts influence them to purchase?
Keyword research as part of your SEO investigation and strategy is a great place to start when it comes to planning your content topics. By discovering a list of applicable keywords and long tail search terms, you determine which content articles and web copy would be an important, primary and immediate focus.
What steps should you take to develop a content strategy?
How do you track and know if your content has performed well?
Utilising analytic programs (such as Google Analytics) and other tools to ascertain performance of content, you can report on key metrics and data in accordance to your predetermined KPIs and objectives, which you would assumedly focus around views, increased site traffic, increased social media engagement and metrics and most importantly conversions to sales.
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