content marketing

The‌ ‌links‌ ‌displayed‌ ‌in‌ ‌your‌ ‌search‌ ‌engine‌ ‌results‌ ‌when‌ ‌you‌ ‌type‌ ‌an‌ ‌inquiry‌ ‌into‌ ‌the‌ ‌google‌ ‌search‌ ‌bar‌ ‌are‌ ‌content.‌ ‌You‌ ‌consume‌ ‌a‌ ‌lot‌ ‌of‌ ‌content‌ ‌daily‌ ‌since‌ ‌it‌ ‌informs‌ ‌us,‌ ‌addresses‌ ‌our‌ ‌queries,‌ ‌amuses‌ ‌us,‌ ‌entertains‌ ‌us,‌ ‌helps‌ ‌us‌ ‌make‌ ‌choices,‌ ‌and‌ ‌much‌ ‌more.‌ ‌That’s‌ ‌why‌ ‌content‌ ‌creation‌ ‌is‌ ‌essential in content marketing.‌ ‌

Furthermore,‌ ‌content marketing assists‌ ‌you‌ ‌in‌ ‌attracting,‌ ‌engaging,‌ ‌and‌ ‌satisfying‌ ‌prospects‌ ‌and‌ ‌customers,‌ ‌as‌ ‌well‌ ‌as‌ ‌bringing‌ ‌more‌ ‌visitors‌ ‌to‌ ‌your‌ ‌website‌ ‌and,‌ ‌eventually,‌ ‌generating‌ ‌income‌ ‌for‌ ‌your‌ ‌business.‌ ‌

To‌ ‌put‌ ‌it‌ ‌another‌ ‌way,‌ ‌if‌ ‌you‌ ‌are‌ ‌not‌ ‌developing‌ ‌content,‌ ‌you’re‌ ‌falling‌ ‌behind.‌ ‌

Related: What is content creation?

What‌ ‌Is‌ ‌Content‌ ‌Creation?‌ ‌

It‌ ‌is‌ ‌the‌ ‌act‌ ‌of‌ ‌developing‌ ‌concept‌ ‌ideas‌ ‌that‌ ‌attract‌ ‌your‌ ‌buyer‌ ‌persona,‌ ‌producing‌ ‌written‌ ‌or‌ ‌visual‌ ‌content‌ ‌around‌ ‌those‌ ‌concepts,‌ ‌and‌ ‌delivering‌ ‌that‌ ‌available‌ ‌information‌ ‌to‌ ‌your‌ ‌audience‌ ‌in‌ ‌the‌ ‌style‌ ‌of‌ ‌blogging,‌ ‌video,‌ ‌infographics,‌ ‌and‌ ‌other‌ ‌media in your content marketing.‌ ‌

What‌ ‌Is‌ ‌The‌ ‌Importance‌ ‌Of‌ ‌Content?‌ ‌

Content‌ ‌creation‌ ‌is‌ ‌the‌ ‌pinnacle‌ ‌of‌ ‌inbound‌ ‌ and content marketing.‌ ‌When‌ ‌you‌ ‌create‌ ‌new‌ ‌content,‌ ‌you‌ ‌give‌ ‌your‌ ‌audiences‌ ‌relevant‌ ‌and‌ ‌helpful‌ ‌information,‌ ‌bring‌ ‌new‌ ‌consumers‌ ‌to‌ ‌your‌ ‌site,‌ ‌and‌ ‌maintain‌ ‌old‌ ‌ones‌ ‌via‌ ‌significant‌ ‌interaction.‌ ‌

Related: What is search engine optimization?

Since‌ ‌these‌ ‌content marketing statistics‌ ‌prove,‌ ‌you’re‌ ‌also‌ ‌bringing‌ ‌in‌ ‌a‌ ‌reasonable‌ ‌amount‌ ‌of‌ ‌money‌ ‌for‌ ‌your‌ ‌business:‌ ‌

●Content‌ ‌marketing‌ ‌generates‌ ‌3X‌ ‌the‌ ‌number‌ ‌of‌ ‌leads‌ ‌as‌ ‌conventional‌ ‌marketing‌ ‌while‌ ‌costing‌ ‌62%‌ ‌less.‌ ‌

●Content‌ ‌marketers‌ ‌receive‌ ‌126‌ ‌%‌ ‌more‌ ‌prospects‌ ‌than‌ ‌those‌ ‌who‌ ‌don’t‌ ‌utilize‌ ‌SMBs.‌ ‌

●Companies‌ ‌that‌ ‌produce‌ ‌16‌ ‌or‌ ‌more‌ ‌blog‌ ‌articles‌ ‌per‌ ‌month‌ ‌get‌ ‌3.5X‌ ‌of‌ ‌traffic‌ ‌as‌ ‌those‌ ‌that‌ ‌write‌ ‌fewer‌ ‌posts.‌ ‌ ‌

Content‌ ‌Creation‌ ‌Strategies‌ ‌You‌ ‌Must‌ ‌Consider‌ ‌

A‌ ‌home‌ ‌wouldn’t‌ ‌be‌ ‌built‌ ‌without‌ ‌a‌ ‌plan,‌ ‌a‌ ‌sculpture‌ ‌without‌ ‌a‌ ‌drawing,‌ ‌or‌ ‌a‌ ‌business‌ ‌without‌ ‌a‌ ‌goal‌ ‌statement.‌ ‌A‌ ‌content‌ ‌marketing strategy‌ ‌covers‌ ‌everything,‌ ‌including‌ ‌your‌ ‌branding‌ ‌and‌ ‌style‌ ‌to‌ ‌how‌ ‌you’ll‌ ‌market‌ ‌and‌ ‌reuse‌ ‌your‌ ‌material.‌ ‌Let’s‌ ‌have‌ ‌a‌ ‌look‌ ‌at‌ ‌how‌ ‌to‌ ‌make‌ ‌a‌ ‌content‌ marketing strategy‌ ‌by‌ ‌a‌ ‌series‌ ‌of‌ ‌steps.‌ ‌

Related: What Is Lead Nurturing And What Are The Right Tactics?

Establish‌ ‌Content‌ ‌Objectives‌ ‌

Your‌ ‌content‌ marketing ‌strategy,‌ ‌like‌ ‌a‌ ‌conventional‌ ‌marketing‌ ‌campaign,‌ ‌must‌ ‌be‌ ‌based‌ ‌on‌ ‌your‌ ‌marketing‌ ‌objectives.‌ ‌Your‌ ‌objectives‌ ‌might‌ ‌vary‌ ‌from‌ ‌increasing‌ ‌website‌ ‌traffic‌ ‌to‌ ‌producing‌ ‌more‌ ‌prospects‌ ‌or‌ ‌everything‌ ‌in‌ ‌between‌ ‌as‌ ‌long‌ ‌as‌ ‌they’re‌ ‌SMART‌ ‌objectives.‌ ‌Once‌ ‌you’ve‌ ‌established‌ ‌that,‌ ‌every‌ ‌piece‌ ‌of‌ ‌content‌ ‌marketing you‌ ‌generate‌ ‌should‌ ‌align‌ ‌with‌ ‌your‌ ‌objective‌ ‌and‌ ‌help‌ ‌your‌ ‌intended‌ ‌result.‌ ‌

Form‌ ‌A‌ ‌Buyer‌ ‌Persona‌ ‌

Making‌ ‌each‌ ‌person‌ ‌feel‌ ‌like‌ ‌you’re‌ ‌speaking‌ ‌personally‌ ‌to‌ ‌them‌ ‌is‌ ‌the‌ ‌secret‌ ‌to‌ ‌developing‌ ‌great‌ ‌inbound‌ ‌content.‌ ‌The‌ ‌only‌ ‌approach‌ ‌to‌ ‌attain‌ ‌this‌ ‌is‌ ‌getting‌ ‌to‌ ‌know‌ ‌your‌ ‌visitors,‌ ‌prospects,‌ ‌and‌ ‌buyers‌ ‌personally,‌ ‌as‌ ‌if‌ ‌they‌ ‌were‌ ‌old‌ ‌friends.‌ ‌It‌ ‌would‌ ‌be‌ ‌best‌ ‌to‌ ‌be‌ ‌mindful‌ ‌of‌ ‌their‌ ‌roadblocks,‌ ‌pain‌ ‌areas,‌ ‌issues,‌ ‌and‌ ‌worries in doing content marketing.‌ ‌Likewise,‌ ‌you‌ ‌should‌ ‌be‌ ‌aware‌ ‌of‌ ‌their‌ ‌best-case‌ ‌scenario,‌ ‌the‌ ‌ideal‌ ‌solution,‌ ‌and‌ ‌wildest‌ ‌aspirations.‌ ‌

Related: Lead Generation: Can It Be Useful For Your Products?

Use‌ ‌The‌ ‌Buyer’s‌ ‌Journey‌ ‌As‌ ‌A‌ ‌Guide‌ ‌

Each‌ ‌of‌ ‌your‌ ‌prospects‌ ‌has‌ ‌a‌ ‌different‌ ‌route‌ ‌to‌ ‌a‌ ‌solution,‌ ‌which‌ ‌includes‌ ‌stages‌ ‌like‌ ‌understanding,‌ ‌deliberation,‌ ‌and‌ ‌conclusion.‌ ‌However,‌ ‌since‌ ‌each‌ ‌of‌ ‌your‌ ‌prospects‌ ‌is‌ ‌at‌ ‌a‌ ‌distinct‌ ‌point‌ ‌of‌ ‌the‌ ‌trip,‌ ‌it’s‌ ‌critical‌ ‌to‌ ‌tailor‌ ‌your‌ ‌material‌ ‌to‌ ‌each‌ ‌step.‌ ‌ ‌

By‌ ‌providing‌ ‌content‌ marketing ‌for‌ ‌each‌ ‌step‌ ‌of‌ ‌the‌ ‌buyer’s‌ ‌journey,‌ ‌you‌ ‌can‌ ‌ensure‌ ‌that‌ ‌no‌ ‌visitors‌ ‌slip‌ ‌between‌ ‌the‌ ‌gaps‌ ‌and‌ ‌that‌ ‌everyone‌ ‌who‌ ‌visits‌ ‌your‌ ‌website‌ ‌receives‌ ‌relevant‌ ‌and‌ ‌helpful‌ ‌information.‌ ‌

Execute‌ ‌A‌ ‌Content‌ ‌Auditing‌ ‌

A‌ ‌content‌ ‌audit‌ ‌is‌ ‌getting‌ ‌a‌ ‌sense‌ ‌of‌ ‌the‌ ‌work‌ ‌you’ve‌ ‌previously‌ ‌completed‌ ‌and‌ ‌structuring‌ ‌it‌ ‌to‌ ‌fit‌ ‌into‌ ‌your‌ ‌new‌ ‌content‌ ‌marketing strategy.‌ ‌It‌ ‌may‌ ‌be‌ ‌necessary‌ ‌to‌ ‌rewrite‌ ‌parts‌ ‌of‌ ‌your‌ ‌material‌ ‌or‌ ‌identify‌ spaces‌ ‌that‌ ‌need‌ ‌to‌ ‌be‌ ‌covered‌ ‌with‌ ‌information‌ ‌that‌ ‌resonates‌ ‌with‌ ‌your‌ ‌character‌ ‌and‌ ‌their‌ ‌point‌ ‌in‌ ‌their‌ ‌journey.‌ ‌

This‌ ‌is‌ ‌how‌ ‌you’d‌ ‌start‌ ‌doing‌ ‌your‌ ‌content‌ ‌audit:‌ ‌

●Make‌ ‌a‌ ‌spreadsheet‌ ‌with‌ ‌all‌ ‌of‌ ‌your‌ ‌content.‌ ‌

●Fill‌ ‌in‌ ‌the‌ ‌specific‌ ‌keywords,‌ ‌buyer‌ ‌persona,‌ ‌style,‌ ‌buyer’s‌ ‌journey‌ ‌stages,‌ ‌style,‌ ‌and‌ ‌significant‌ ‌subject‌ ‌sections‌ ‌for‌ ‌each‌ ‌content‌ ‌item.‌ ‌

●Create‌ ‌columns‌ ‌for‌ ‌critical‌ ‌analytics‌ ‌such‌ ‌as‌ ‌page‌ ‌views,‌ ‌shares,‌ ‌and‌ ‌interaction.‌ ‌

●Sort‌ ‌each‌ ‌post‌ ‌into‌ ‌those‌ ‌that‌ ‌are‌ ‌performing‌ ‌well,‌ ‌those‌ ‌that‌ ‌require‌ ‌work,‌ ‌which‌ ‌should‌ ‌be‌ ‌rewritten‌ ‌and‌ ‌combined‌ ‌with‌ ‌some‌ ‌other‌ ‌post.‌ ‌