Your Guide for Creating a Winning Content Marketing Strategy

Written by Team EMB

July 26, 2022

Content Marketing | Digital Marketing
guide for creating winning content marketing strategy

The finest content marketing successes come from a well-defined strategy and plan. Posting relevant and fascinating content will boost traffic and revenue to your website. Nevertheless, if you haven’t evaluated your strategy enough, you could be wasting your time and money. As a result, before you even start uploading material, you should conduct some research and develop a strategy.

If there isn’t a solid plan at the core of any marketing strategy or operation, it will inevitably fail or produce sub-optimal outcomes. To improve the conversion rate of all your content, you should include these steps in your content marketing plan:

1. Establish your mission statement and objectives.

Creating a mission statement for your content marketing strategy is an excellent place to start when designing a content strategy plan. This short statement will help you focus on what is important to your content and what is not to keep your content marketing plan on track.

A mission statement for content marketing includes the following:

• intended target audience.

• The material you’ll use to engage them.

• The benefit they’ll receive.

Although the mission statement of your content marketing strategy should define what your audience will get from it, you should also consider what your business will gain from it. Among the business objectives are:

• Increasing sales and obtaining more qualified leads, which will assist you in reaching your financial objectives.

• Increasing site traffic. The likelihood of achieving your other objectives increases with increased site traffic.

• Lower marketing expenses as the value of your content increases.

• More significant traffic as a result of SEO performance.

• Enhancing the brand image to increase influence, authority, and reputation.

• Increased social media interactions, which can boost traffic and authority.

Once you know your objectives and have made them as clear, concise, and straightforward as possible, it is time to move on to the following phase.

2. Recognise Your Audience

You must understand your target audience to provide the appropriate content for them to have a successful content marketing plan. For this, you should perform these three tasks.

3. Obtain Demographic Information:

The initial stage is to gather demographic information from your email subscribers, web visitors, and social media followers. Your audience’s demographic information will be provided by email subscriber analytics, web analytics, and social media analytics.

Info such as:

  • Gender
  • Age
  • Income
  • Education 

Additionally, You will also learn about their primary areas of interest. This data can be seen in Google Analytics on the Overview page under Audience » Interests. Your website visitors will reveal which market categories they belong to.

4. Collect customer feedback:

Try obtaining consumer feedback to gain even more insight into your target market. With that, you’ll learn more about:

  • What are their immediate requirements are.
  • How can you improve your material to solve their issues?
  • how they view the information you are currently creating

Receiving useful consumer feedback can assist you with:

  • Recognise the priorities of your subscribers and readers.
  • Determine the most effective channels for contacting your audience.

5. Develop Buyer Personas:

Buyer personas can be developed or created if you have demographic information and customer feedback. Customer avatars, sometimes referred to as buyer personas, depict your ideal readers and clients so your content can be more effectively targeted. 

The most accurate customer personas contain details about your target audience’s problems, obstacles, information sources, and behavioural drivers.

Knowing all of this will assist in your better understanding:

  • How it will assist them.
  • The type of content that will attract your audience’s interest.

6. Set up your KPIs

Making goals explicit and measurable is the greatest approach to attain them. Your content marketing plan entails establishing key performance indicators (KPIs). By offering milestone checkboxes, the KPIs will assist you in knowing when your goals have been reached. They will outline your goals for revenue, sales, traffic, SEO, etc. Traffic, as well as many facets of digital marketing, includes social media metrics and email marketing.

These KPIs usually have specific numbers assigned to them. For example, you might want to:

  • Observe a rise in website traffic and user engagement with your on-site content.
  • Achieve a specific amount of comments, shares, and mentions in your main content.
  • Accomplish a certain revenue milestone for the month, a quarter, or a year.
  • Increase your email subscribers.
  • Increase your lead magnet signups to indicate that you receive more high-quality leads.
  • Boost some of your important pages’ search rankings to assist in increasing traffic.
  • Receive invitations to take part in specific important industry events

Additionally, you should monitor marketing expenses, measure your spending across various campaigns, and monitor the price of generating leads and boosting sales.

7. Review Your Present Position

Existing content from many businesses is available already. Your blog’s content and that on social media, podcasts, videos, and other platforms, will fall under this category. The following stage is to find out if that information is assisting you in achieving your objectives. To accomplish that, you must perform a content audit. This implies:

  • Logging every piece of content, including blog articles and guest contributions.
  • Evaluating their effectiveness or success.
  • Discovering the gaps.

Additionally, you might want to consider how your content measures up against rival brands and the marketability of any upcoming content.

8. Check the Performance of Your Content

It’s time to evaluate the content’s usefulness. You’ll be searching for indicators such as:

  • How that content’s keywords are performing in search engine results
  • If the content is widely circulated.
  • How many inbound links are available in the content.

9. Recognise Content Gaps

Find any gaps you can use to your advantage. These could entail:

  • Questions that you’re ignoring from your target audience.
  • Keywords relevant to your market that your content isn’t focusing on.
  • A piece of content is beginning to perform well, but it may be enhanced to focus on Google’s answer boxes. This presents your content with the solution to cater for a certain query and maintain visibility on search results.

10. Select the Types of Content

Take a moment to consider the kinds of content you must produce. Every content marketing strategy will comprise a certain set of content variety. Most effective content marketing techniques depend on having the main body of content published on your website (or home base), which can then be reused and posted on other sites (outposts). 

Therefore, blog postings are a crucial component of your content marketing strategy and continue to provide impressive results. You should include various article kinds in your blog entries, all of which should be useful, actionable, and shareable.

11. Other types of content:

Any marketing strategy should include video marketing. This has several advantages like increasing lead generation, keeping users on your site longer, and decreasing abandonment. 

To increase user engagement, you should also provide various forms of visual material.

Lead magnets, such as webinars, ebooks, checklists, and worksheets, are additional content categories that can help with lead generation. Consider podcasting as a method of delivering content as well.

12. Determine the best content channels to use

As you go through this process, you’ll understand where your audience hangs out and where you already have a strong internet presence. Instead of attempting to achieve everything at once, it is preferable to concentrate on what is working and develop from there. 

But you’ll need to look at web analytics again to be certain. To discover the primary social networks where your content is shared, navigate to Acquisition » Social » Overview in Google Analytics.

13. Choose and distribute resources

Now that you know the kind of content you intend to produce, the audience it is intended for, and the platforms you intend to promote it, it is critical to ensure you have everything you need to execute your content marketing strategy. To do that, respond to the following questions:

  • What personnel, equipment, and resources—physical or digital—do you require to produce the content?
  • Including content scheduling, what will your publication workflow entail?
  • Who is responsible for maintaining and creating content?

14. Make a content calendar

You’ll need to include a publishing schedule for your content in your content strategy to plan when to post on your desired channels. 

Using a content calendar to schedule all of your content is imperative because not preparing is a major content marketing failure. You can achieve this in several ways. 

You might also use Google Calendar to illustrate and enter each piece of content’s deadlines. But this mostly works, particularly if you don’t publish much content.

Start by doing some preliminary research to identify the areas your audience will be interested in and use that information to locate content to add to the calendar.

15. Discover the Issues Your Clients Have:

We have discussed the importance of tailoring your content to your audience. Select a topic that will interest your target audience, including a blog article, and give it a title on your calendar. Keep repeating the procedure to plan out content for the next few months.

16. Develop Content

As you have observed, a ton of planning is involved in developing content for your marketing campaign. But it’s time to accomplish it now. You’ll know what kind of blog article to write based on the research you’ve previously done. It is now time to choose a title from the content calendar and begin writing it.

17. Do Your Content Research:

You must ascertain the following before you can begin writing:

  • How your audience will benefit from the new content, you’ve created.
  • Existing information

This entails searching Google for your topic, looking at the most popular articles, and determining how you may enhance them. The “skyscraper technique” is what this is referred to as. If you’re gathering the correct kind of information, original research is an option that succeeds as well. Use keyword research to find the important terms that you could use for better SEO and higher search rankings.

18. Develop the Content:

Start writing or developing your content at this point. You must now consider how to convey your brand’s personality in the content you produce. 

You could want to strike a balance between being extremely professional and informal. Additionally, you’ll need to strike a balance between demonstrating your knowledge while avoiding patronising your audience.

19. Promote and Publicise

Distribution and marketing make up the next important component of any content strategy. This is because you won’t achieve the outcomes you want unless things are managed properly. For instance, you’ll probably:

  • Send your content to subscribers through email marketing.
  • To help the message get out even further, notify any influencers referenced in your work.
  • Create a plan for when to post your content on social media, using a tool for both instant and drip campaigns.

20. Measure Outcomes

It’s finally time to evaluate how well your content marketing plan has worked. To accomplish this, go back to the KPIs you established at the beginning of the content strategy plan and assess any changes. Also, compare your progress against your goals.

This can be accomplished by:

To determine the effectiveness of your content, check Google Analytics, as mentioned before.

Google Alerts, Mention, and other programs can also be used to monitor the success of content marketing. You can check on both of these to see if people are mentioning and sharing your content, which will help you reach your awareness and engagement KPIs.

Wrapping up!

Your content marketing plan can be adjusted periodically so that it is always current by keeping track of your progress. There you go! You now understand how to develop a content marketing strategy that works from start to finish.

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