Crafting the perfect content marketing strategy is an essential part of any company or business lead strategy. There are many types of content marketing strategies and choosing the best for you will involve balancing what is achievable with your resources and aligning that with your marketing goals.
Over the years, the types of content marketing strategies have drastically evolved. This is due to the readily available new technologies and simple content creation tools. All you need these days is a mobile phone and you are ready to create – kind of…
Decide your purpose for communicating
The purpose of your content marketing strategy is unique to each organization and business. Examples of the main objectives of creating content marketing strategies can be to:
- Increase sales
- Enhance the SEO ranking by increasing the web traffic to your website
- Build customer loyalty
- Build awareness for your business
- Grow your professional brand
- Test content creation and messaging for your audience.
Once you have chosen your goals you need to work out the type of content marketing strategy will work for you. You need to make your goals as specific as possible so that you can really measure success in the final step.
I suggest that the main types of content marketing strategies fall into one of three categories:
- Social media focused – This strategy is if you want quick results and/or to grow a social media following/fan base. I’d recommend choosing one platform to dominate first and spread your wings from there. Although you can get quick results you are going to have to factor in a longer content push if you want to grow an audience that you want to sell to.
- Search Engine Optimisation (SEO) focused – This is a strategy that will take some time to pay off as you drive traffic to your website. Improving SEO is about growing your authority with search engine algorithms. No matter what people say, short cuts and tricks do not work in the long run. This is about ensuring long term returns for your marketing efforts. Patience is the key!
- Balanced Social and SEO – This strategy will give you the benefit of both strategies but will take more time and resources to do properly. You’ll be creating a load of content for both a social media account and your website. This will ensure that you have a good mix of short term and long term results.
10 content marketing strategy steps
Having discussed the types of content marketing strategies, now let us look at the essential steps to creating content marketing strategies for your business. The steps include:
1: Mission and goal setting.
That is the first step that should guide you on which type of content marketing will suit you best. Establish your KPIs so that you can monitor your level of success.
2: Know your audience.
Understanding your content audience is the second step to consider when creating a type of content marketing strategy. You need to know everything about them!
3: Determine your current position
Are you in a good position with your audience? Are you being congruent with your messaging and branding across multiple channels? A regular thing I see is companies thinking they should be on a range of social media channels and the result is a lackluster effort on all of them – check to make sure this isn’t you!
4: Choose the best content marketing channel
Where’s your audience and where do they hang out? LinkedIn is great for business to business selling but other social media channels may be better for you! Ultimately, we want to push all of the traffic to a place that we control i.e your website. Here you make the rule and won’t be disadvantaged by any algorithm changes that any particular platform may decide on.
5: Decide the type of content to produce
Look at the skills you have inhouse and choose what makes sense for your team (or you). Do you like writing? Then go for blogs. Like talking to people? Videos or webinars are your friends.
For inspiration, check out the pick and mix of content marketing below.
6: Allocate adequate resources
What do you actually need to deliver this content? Have you allocated enough time for your team? Do you need to bring in extra people or outsource skills so that your content is great?
Ask yourself questions about production capacity – remove any issues before proceeding!
7: To make a content calendar
Regular content is really important! It doesn’t matter if it is once a week or every day, set yourself a schedule that you can keep to for at least one year. Factor in people going on holiday and busy periods in your businesses calendar. No excuses for not sticking with your content calendar! Your audience will respect you for it!
8: Actual content creation
The non-glamourous parts of this whole process – get creating! Starting is always the hardest part of the process! Look below for tips and tricks for each form of content.
9: Market and distribute
Place the content that you’ve created on your target social media channel or website. Promote and share content that will be valuable to your audience via your mailing list and any other marketing platforms that you use.
If a particular piece of content is received well consider placing it in your automated mailer.
10: Determine the “success” of the content
Success at this stage will mean different things to different people. Looking back at the goals that you set, did you achieve them? If not, why not. It’s not the end of the world if you did not. Content marketing is about adapting to your audience’s needs and requirements. Your assumptions were not right if you don’t reach your goals but now you’ve learned something – just don’t repeat the same mistakes.
Choose your “pick and mix” content strategy.
Let now look at the various types of content marketing options that can improve your web traffic and lead to better SEO ranking. The types of content marketing strategies that I have used:
Creating a blog is among the most prevalent types of content marketing. They are perfect for improving your website SEO as long as they are planned based on keyword search terms. Plan your blog and content carefully and deliberately.
Quality, helpful content on your site can help you to increase your web traffic. When posting content on your blog, ensure the content is explicit in answering a question that someone is googling and of good quality.
Make sure to include high-quality pictures and video links! If you don’t have a blog I highly recommend starting one! If you are not sure where to start, check out the income school youtube channel – they are full of useful and authentic advice!
Videos play a vital and increasing role in content marketing.
That’s because videos are essential in showcasing product features and bring authenticity to your business.
Videos can help you in grabbing the audience attention. If you decide to use videos as a large portion of your marketing there are some essential things to consider to make sure you are using them to their full potential.
Spend a lot of time on the narrative and hook (the first 5 seconds) of the video. These are going to be what grabs and holds the audience’s attention. If you need help with creating video content check out my FREE guide!
Producing your own eBook is among the other essential strategies available to businesses.
EBooks generally provide a detailed process or explanation about a particular product or service sold by the business. Part self-help and part info product – eBooks are great for growing authority in a field.
The power of using eBooks include the perceived value and the fact that they are easy to produce. Some of the things to consider when creating an eBook include the number of pages that you are offering (more is perceived as a higher value!); the content should be clear and well presented. One of the things that scare people who are considering producing an eBook is the investment that’s required to write one. But don’t be put off! The investment is returned many times over if used properly.
4. White papers
Whitepapers are similar to eBooks. The only difference between eBooks and white paper is that the white papers contain deeper information on a particular issue. White papers tend to be data-driven and focus on details.
5. Create a checklist
A checklist is another content marketing strategy that gives you a simple way to grow authority with your audience. In the list, you should include the essential steps that you need to accomplish at the end of the specified period or process.
Always ensure you re-purpose the content in your checklist into an ebook or can be split over any social media posts too!
Using infographics can be a winning strategy for content marketing as long as they are designed beautifully to lure the audiences to reading them.
Infographics give easy to digest, visual information about a specific subject. Infographics rely on the use of visual statistics to display information quickly to an audience.
Some things to consider when creating an infographic are making sure that your topic is relevant, to your potential customers.
Moreover, it is essential to ensure the infographics are designed by experts and time is taken to give them the wow factor.
Podcasts are another type of content marketing that has several advantages if you use them as one of your content marketing option.
By using podcasts you will be able to interview the experts in an industry, are essential tools to help a business to stand out among many competitors.
Podcasting has amazing power for acquiring new customers and also helps in building trust with your targeted or existing audience.
If you are considering using podcasts, take a look at my blog on the reasons podcasts fail and how to fix them!
The primary purpose of webinars is to share audiovisual presentation to an audience. Here you will present helpful information and then let them know how you can help them with their problems.
As with podcasting and blogging the main benefits of using webinars for content marketing is developing authority and trust. Through webinars, you are able to build trust with your audience.
You are also able to create strong business relationships, are essential in knowing potential business customers, improve brand awareness, are affordable, and can be easily repurposed.
9. Email newsletters
Email newsletters are exclusive content marketing that is essential in every business. If you don’t have an email list you should start growing one!
Email newsletters can serve a range of different purposes in content marketing.
They can create awareness of your business for new audiences and also build trust among the existing customers. There are many examples of email marketing campaigns online but one of my favorites can be found at copy hackers.
The email newsletters can drive more sales and also improve more traffic to your blog by including links to new articles and information or services.
I love email marketing because it is affordable and can be automated so that after you have taken the time to set it up it runs in the background on its own!
There are several types of marketing emails one can use in this type of content marketing. The types of the mails are such as welcome emails that are sent to new customers, the tutorial email that is sent to give a clear guideline on how to use a particular product, brand stories that provide more information about the changes in products and many more.
10. Sponsored/Paid content marketing
Sponsored content marketing is a great marketing strategy when you have the time and money to create content for other channels. It helps build your reputation and can be a source of backlinks to your website – helping your SEO.
This type of marketing involves creating eye-catching quality advertisements that can include video, infographics, images and “stories” that you pay to get in people’s social media feed or on another companies blog.
The above are among the best content marketing strategies and types of content that are very important to any level of business.
With the right knowledge and a little effort, this pick and mix content strategy will help you grow your business and attract new customers.