Building an effective content marketing strategy

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Brand awareness is an important part of any business strategy, and content marketing is one of the best ways to achieve your desired visibility. Pushing out engaging and relevant content will help you increase your online presence and, ultimately, your brand awareness.

Doing lots of research can get confusing as there are many different ideas from many different sources. So to help you out, we have broken the process of creating an effective content marketing strategy into six steps:

  1. Clarify your objectives
  2. Discover your conversions
  3. Discover your target audience
  4. Content is key
  5. Promote your content
  6. Track and analyse your performance

1. Clarify your objectives

Know your objectives and ensure they are specific. The Content Marketing Institute (CMI) and Marketing Professionals reported their organisations' top focuses included brand awareness, customer engagement, sales and customer retention and lead generation.

2. Discover your conversions

Next, determine the actions which will allow you to achieve your objectives. Learn what drives your customers to respond, then optimise to achieve your goals.

To maximise efforts, focus on the message that resonates with your audience.

3. Discover your target audience

Without knowing your target audience the methods you use to market your content will not be specific enough, potentially leading you to miss out on a colossal number of engagers.

So spend time getting to know who your audience are, what trends and devices they use. Find out the sites and platforms they use so instead of spreading resources thinly, you can concentrate on fewer areas that are frequently visited by your audience.

Many marketers break down their audience into demographics and psychographics to try to get a better understanding of who their audience really is.

Also, try to understand the influencers of your audience and build relationships with them, as they can help to amplify your content and reach your audience.

4. Content is key

Once you understand your audience, create content that will engage and add value to their lives. Create multiple content ideas which would be helpful to your audience. Before deciding on the final idea, remove the ideas that would be extremely difficult to create and the least useful for your audience.

To make the creation process more efficient note how each piece can be reused and repurposed. For example, a piece of content could be rewritten for different social media posts or an email.

5. Promote your content

Promotion is equally important to creation, if you are not actively promoting there is a higher chance your audience will miss your content.

Due to the mass of available content for consumers, your content needs to be easy to locate and distinct. Read more information on making your content stand out.

All experienced marketers know good distribution of content should be a combination of organic and paid promotion. Twitter, Facebook, other social media platforms and SEO’s are great ways to promote your content both organically and paid.

If you have built relationships with influencers, where appropriate, use the link to help amplify your content.

6. Track and analyse your performance

This is essential for any marketing strategy, as if you do not evaluate your performance you will fail to notice what does and does not work for your audience. Analysing your performance means you can take note of the good and amplify it, implementing successful methods in future campaigns to gain further engagement.

Did you achieve your objectives? How successful were your conversions? Was your content accurate for your audience and did it drive them to complete the desired action(s)?

When these questions have been answered go back to your strategy and correct the areas which underperformed.

Remember, if your first strategy is not successful, analyse and learn from your mistakes. As long as you do this then you will continue to grow and improve.

Even if your strategy is great ensure you analyse and track your performance, as you need to be aware of what works for your business and audience to ensure a continuous growth.

We hope these tips have been useful to you, and if you need help with your content creation and marketing, please get in touch.

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