In content marketing you might be having content ideas galore, but struggle converting these into tangible results and useful customer experience. The line between public relations, social media and search engine optimization is starting to fade and businesses have to adapt their content accordingly. In order to get better results, content has to be coupled with an on-going strategic process.
Always analyse data sources you have available to extract insights about the preferences of your audience. Look at your website’s search data to identify whether users find what they are looking for. See if there are common themes in the search queries of your visitors. That might suggest a gap in content for specific topics. Further, review keywords that have a high bounce rate to identify lacklustre content. High number of exits from site search queries might also indicate what content was helpful to your customers. Analyse paid search and Google website data to find keywords that have good visibility but a poor click-through rate.
Similarly, research how your competition is structuring their content. Look for both similarities and differentiating content topics and see if you can improve your content. Keep in mind that your online and offline competitors may be different, therefore look at search results to identify who is prominent in the online space. Furthermore, look at your competitors’ engagement from their visitors, by reading through the comments sections and looking at sharing volume. This will help you create content that truly addresses the needs of your customers and will set you apart from the competition.
Truly successful content will generally provide differentiating value to the reader. Highlight your uniqueness as a brand and the value you can provide to customers. As such, prospects will regard your brand as an authority in the space. Besides this, search engine optimization is critical in getting your content found in search results.
Promotion and Distribution
Promotion and distribution channels will have varying results with different types of content. A strong social media presence can have an exponential effect on outreach, but this does not happen overnight. Major distribution channels are your Facebook page, YouTube for videos, Twitter, Pinterest for certain industries and LinkedIn. On top of that, e-mail marketing can be a great tool to keep your prospects and existing clients in touch with your business. Content displayed solely on your website is a must, but social tools are there for your business to widen the reach for your content. Guest blogging and article contributions can also have a positive and lasting impact on your business and engage audiences you may not generally have access to.
Taking into consideration these four factors will help your business make effective strategic decisions in your content marketing campaigns.