Guest blog: How to Set Up a Succesful Content Marketing Strategy (Part 2)
Milou de Kleijn, May 1, 2018
Series – Gain More Reach for Your WordPress Website with Social Media – Part 2: How to Set Up a Successful Content Marketing Strategy
High-quality content on your websites, blog posts or social media posts is the best way to win new customers and prospects. In part two of our series, you learn how to gain more reach for your WordPress website by setting an actionable content marketing strategy.
Content Marketing Strategy – Create Valuable Content
A successful and active blog has to be constantly filled with useful, relevant and entertaining content. Also, static websites need new content from time to time. But, even the most interesting content will gain nothing, when nobody can find and read it. That is where Social media join the game to bring your content to places where your audience can find it. Sharing and promoting your content on social media will help you to get more reach and more direct interaction with likes, shares, and comments.
A successful content marketing strategy is the result of a holistic strategy that embraces all departments of your company:
- Corporate Communication and Public Relations
- Products and services
- Marketing and sales
- Customer service and support
- Internal communication
- Human resources
- Industry news
By integrating all customer touchpoints, your content marketing strategy will be the heart of your company’s communication culture.
Win Your Audience’s Attention with Customer-Centric Content Marketing
Internet users like to be inspired or search for troubleshooting solutions and new ideas. Internet search often starts with an initial question or a problem. People are looking for help, problem-solving solutions or entertainment when searching or browsing the web. They are not looking for your sales pitch. In order to pick up your targets, offer solutions to their current problems and challenges as well as tips and inspiration to win their attention and trust.
When creating your marketing contents, don’t ask, “What do we want to tell our clients? “, but rather, “What do our customers really want to know? “
Customer-oriented content means, that you have to understand your customer’s and prospect’s interests, questions and problems. A content marketing strategy needs to shift the focus from content directly related to products, services or the company itself, to content that customers and prospects are actually searching for. The purpose of content is to pull and not to push customers and prospects towards a product or service.
Always keep your customers in focus. Start where your customer’s needs begin and be consultant, coach and problem solver whenever it is needed.
A sustainable content strategy will provide a valuable resource of substantial, helpful content for customers and prospects. Content that contains:
- Answers to key questions (i.e., issues coming up in sales and support)
- Solutions for common problems and challenges in the industry
- Insider know-how, tips, and case studies from other customers
Content Marketing Challenges: How to Find the Right Topics
As a company, marketer, consultant, service provider or blogger you have lots of specialized knowhow and expertise in your industry, your products, and your topics. Share this knowledge generously with your customers and prospects and spread your word throughout the web.
Besides your expertise, storytelling is also a popular genre for content marketing: Case studies of customer projects, everyday stories, and examples or a look behind the scenes offer interesting content for your customers and prospects. Don´t talk about your products, but tell your customers how to solve their problems and help them to become more successful.
How to Repurpose and Recycle Content Even with Limited Resources
Creating new quality content can be quite time-consuming and requires personnel resources. Save time and resources by recycling and repurposing your content as much as possible. Repurposing your content for many different content formats and content channels will help you to extend the lifetime of your content and provides more.
Each company and every blogger is sitting on a real treasure trove of valuable content, often without realizing it. However, this content is often hidden in databases, presentations, brochures, and other internal documents:
- Blog posts
- Presentations and handouts
- Tools and checklists
- Surveys and research
- Press releases
- Videos and recordings
- Support databases
- Tutorials and whitepapers
Make use of your hidden content, and turn each content into multiple formats and publish to share them with your audience across all your online channels.
Use Visuals for your Content Marketing Strategy
“A picture is worth a thousand words.” Images help to bring life to your storytelling. So, images, infographics, and videos are an essential part of a content marketing strategy. Considering that YouTube has become the second largest search engine, underlines the growing importance of videos.
Visual content can be:
- Video tutorials
Turn Your Corporate Blog into a Content Hub
A blog or corporate blog is a good place to create, collect and publish all your contents used for publication. By publishing all your valuable content on your blog, you will turn your blog into a valuable resource center for your customers and prospects that will make them stay and come back.
By connecting your blog with your social media accounts, your blog will also be your seeding channel. Sharing your posts and contents on social media will help you to get more reach and drive more traffic and readers to your blog or website.
Your blog is also the place to engage with your readers and collect valuable feedback on your content that can be used for creating new valuable contents for your audience.
A successful blog can also be fascinating, creative and entertaining. Even when recruiting new employees blogs can play an important role to provide insights, transparency, and authenticity.
Blogs also play an important role in generating leads and converting prospects into clients. By offering white papers, checklists or guidelines with valuable information, most readers are willing to leave their contact information. By following up, information on your blog can lead interested prospects:
- to a product page with „offer to buy“
- to a landing page for special campaigns or promotions
- to a service page with an know–how
As you can see, there are many reasons, why you should turn your blog into a content hub and bundle your content right there.
How to Improve the Ranking of Blog Posts in the Search Engines
Blogs with valuable content will also have a positive effect on your Google ranking. Keywords will help you to optimize the visibility of your content on the internet.
When searching on the internet, people enter specific keywords, keyword phrases or complete questions into the search engines. For example:
Keyword phrase: sow grass
Question: What is the best time to sow grass?
If you sell seeds and you want to be found by your potential customers, your blog article about this topic should include exactly those keywords, your targets use. The Google Keyword Planner (https://adwords.google.com/KeywordPlanner/) helps you to analyze the keyword relevancy of certain keywords for search.
It is often little things that can have the greatest effect. There are a couple of basics that will turn a good blog post into gold. If you follow our checklist before and after you hit the publish button, you will make sure, you don’t forget anything. The checklist is loaded with tons of useful tips for writing, formatting, SEO-optimizing and promoting your posts. And, we also included tips for tools to help you tackle your tasks in no time to make your writing life a lot easier.
Relevant content is the key to success. A content marketing strategy helps you to focus on topics, your target audience is interested in. Change your perspective to understand your target audience. Focus on content that helps your customers: provide answers to current issues and solutions for problems and challenges. Save time and resources by recycling your content for multiple content formats and channels. Turn your blog into a content hub for providing and seeding your content across social media and to engage with your customers and prospects.
The big challenge of the Semantic Web 3.0 is to guarantee, that your tips, replies, and information can be found instead of your competitor´s. In part 3 you will learn how social media help you to increase the visibility of your website or blog and which social media marketing strategy helps you to gain more awareness for your content and to reach your targeted audience successful.
Series – How to Gain More Reach for Your WordPress Website – Part 1: The most important social media for your WordPress website – target groups, content and benefits and part 3: How to Reach Your Customers on Social Media.
Monika Zehmisch is an expert in online communication and digital marketing strategies. At ADENION GmbH, she is responsible for corporate communications as project manager.