There is a saying in our business, “Content is King” (And Queen and Probably Some Knights Too). Some say that is outdated and there are other more relevant phrases, but your content is still everything. Content marketing should be part of your plan. A good digital strategy without good content can, and probably will, fail. Content Marketing is the creation and distribution of valuable, relevant and consistent content to attract your target audience. More specifically, it is referring to the messaging, copy, images and video that you put out on any platform. It is content on your website, social media, digital advertising, etc.
There are three to five billion searches taking place on Google every single day. Those people are asking important questions. Where can they buy a gift for their parent’s wedding anniversary? How long should they wait before going to the doctor? How can they quit their job and start their dream business? Does their dream job exist? (Valid question in this day and age.)
Content will attract customers. They will learn more about you.
As a business owner, you have an important opportunity to reach these people with content that is relevant to them. Great web content shows that you’re an authority on the products and services you provide. It tells the story of who and what your company does. It engages with customers.
I would think most people know your copy or text is important to tell your brand story, but increasingly more important, is the look and style of your brand’s images and video. Why? People love (LOVE!) images and videos. There is so much out there to consume and we are constantly being bombarded with ads, articles and social content. So often users don’t read, they just browse quickly. Thumbing as we call it. Your images and video should communicate who you are and emotionally connect with your audience immediately. Like within 2 seconds.
Your strategy should include looking at data.
When creating your content marketing strategy, make sure you work with someone who is into data. Seriously into data. Data is everything and should drive your content strategy. Words on a screen and pretty pictures don’t make for a comprehensive content marketing strategy. I think we can all agree with that.
Driving true website traffic and growth starts with data and research on industry-leading growth strategies.
The goals for your content marketing strategy should be based on:
- Industry research
- Maximizing underrepresented market opportunities
- In-depth keyword mapping and prioritization
- SEO and SEM analysis
- Incorporation of multiple outreach channels, including web content, emails, blogs, white papers, and infographics
- Integration with your overall graphic design and web development strategies
- Monthly reporting and constant optimization
I am a data nut and self-proclaimed excel junky. Personally, I don’t think there is anything that can’t be put into a spreadsheet and analyzed. Content is no different. Do your research, put together a plan and start tracking which content gets the most engagement and conversions. You might be surprised at what interests people the most. Believe me, once you have the data and begin using it, it gets easier, and the rest just falls in place.