Content marketing strategy key features

Content marketing is a set of activities that involves the creation and distribution of unique, useful and valuable content on external and internal platforms to increase brand awareness and sales. This effective tool solves the most important tasks for any business:

• • attracting traffic to the site;

• • formation of a positive reputation for the enterprise on the market;

• • increasing the loyalty of existing and potential customers;

• • obtaining new sources of brand communication with the target audience;

• • informing the target audience of the brand about the services and products provided;

• • increase in direct sales.

Channels for content distribution

1. 1. SEO. Informative articles using keywords from user queries. Use this tool to get organic website traffic.

2. 2. Social networks. This is a platform for informal communication with your customers. If your company has a page on Facebook or Vkontakte, be sure to broadcast their information about the release of new content with a link to the corporate blog.

3. 3. Email mailings. Use newsletters to inform subscribers about the release of new materials. You can make such a newsletter weekly (if you are ready to write at least three articles per week), or send letters once every two weeks.

4. 4. Contextual advertising. Have you written an interesting article that you want to share with the world? Run contextual ads or targeted ads on new content. Come up with an impressive title, and an attractive description. This is how you can get new subscribers and/or traffic to the site.

5. 5. Outdoor areas. Referral traffic to the site, increased brand recognition, the interest of the target audience and journalists, and expert status in one’s niche – are far from all the “goodies” that can be obtained from publishing content on external media. To get the most out of your post, choose the most popular resources with a large audience. Also, when choosing a site, you should pay attention to whether there is a target audience on this resource.

Analysis of competitors

Identify 5 main competitors and research their content:

• • what channels do they use for communication with their audience (social networks, blog, e-mails, media publications);

• • what they publish (a form of content submission, output frequency);

• • what content from what they do is most successful and appeals to their target audience?

• • In the process of analysis, you can take note of the most successful cases, understand what not to do, and think about what will help your brand stand out from the competition. You can use the same search queries as competitors, but make content based on them many times more interesting and useful.

Keywords

For your content to rank first in search engines in organic terms, the content must be created using keywords. Therefore, before writing content, it is necessary to collect them. But don’t overdo it, search engines really don’t like it. First of all, content should be created for people, be useful and answer their questions.

Publication planning

A content plan in marketing is no less important than creating and posting materials. It is drawn up in the form of a table and supplemented with information during implementation. For each publication, the purpose of its creation, the format of posting, the expected effect (visits to the site, likes, subscriptions, increase in incoming calls, etc.), and the publication date must be specified. In addition, such a table makes it possible to track the deadlines and effectiveness of each task. Documented information increases the level of accountability, and a post scheduled for a very specific date is much more likely to be written on time than one simply scheduled for the next two weeks.

Content promotion

So, you analyzed your target audience, and your competitors created a list of keywords, made a content plan and wrote your first publication. Suppose a new article has been published on a corporate blog. What’s next? It is necessary to tell as many people as possible about it so that they go to the site and convert.

When creating a content strategy, be sure to specify the channels of article promotion so that you immediately understand what needs to be done with the finished materials. The effectiveness of each publication should be digitized. After choosing one channel to promote an article or video, you should calculate what result you want to get as a result.

Usually, the content strategy is signed for a certain period: a month, two or three. If after the end of the specified period and after analyzing the current content, we observe positive dynamics (increased traffic to the site from month to month), then we can confidently say that we are moving in the right direction, and our content is effective and it is worth continuing to work in the same way mode, boosting the most successful formats.

However, if we see a decline (a decrease in indicators), it is necessary to review the strategy: partially adjust it or rework it (it all depends on the results of the analysis).