Content Marketing Strategy

For busy entrepreneurs, content marketing can be the stuff of nightmares. It’s time-consuming, requires a healthy imagination to constantly dream up new post ideas, and can be downright boring if you’re not entirely passionate about what you’re writing.

But…

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Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads.(Ref)

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of marketers say blog content creation is their top inbound marketing priority. (Ref)

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B2B companies with strategic content marketing generate 67% more leads than companies who don’t. (Ref)

Need to improve your content ROI?

A Content Strategy to Improve Your ROI

When you team up with us, we work with you hand-in-hand to create a content marketing strategy that drives your business to the next level.

Put simply, we want you to enjoy creating and publishing content. And once you start seeing the results, we’re sure you will!

Stage 1. Identifying Buyer Personas

Before we develop your content strategy, we need to identify your target audience. This includes their pain points, where they typically look for solutions, what form of content they like consuming, what obstacles they have to purchase, and much more.

Stage 2. Understanding Your Objectives

To optimise your ROI, we need to know your business objectives. For example, are you looking to generate more online sales? Are you looking for website enquiries for your new service offering? By identifying your objectives we can better align the content strategy and ensure we have goals set up in Google Analytics to measure your ROI.

Stage 3. Identifying Your In-House Capabilities and Promotional Budget

We don’t want to stretch your time and resources. So, we’ll chat to you about who within your business can create content and realistically how much you can produce.

Further to that we’ll also gauge what content promotional budget you have.

Stage 4. Topic Research

We’ll do the keyword research to identify topics relevant to your business that people are searching for in Google and Bing. We’ll be looking for topics that have high search volume but are not too competitive (low-hanging fruit).

These keywords will also be chosen based on achieving your business objectives.

Stage 5. Develop Your Content Strategy

Your content marketing strategy will involve several key aspects to help guide and optimise your efforts, including:

  • Topics we recommend you cover (including suggested titles)
  • Writing style, length of content, types of content
  • Recommended assets to help leverage your content
  • A plan to promote each published piece of content
  • A content calendar

Image source: FreshEgg

FAQs

Is guest blogging part of a content marketing strategy?

It’s not necessary but it often is a part of the strategy. By guest blogging you are reaching out to a wider audience with the aim of building your brand awareness and bring these people into your own blog to read more of your content.

What is evergreen and cornerstone content?

Cornerstone content is your best content that addresses each of your key target topics. For example, if you think of your blog as a traditional organisational structure, these cornerstone content pieces are the ‘Vice-Presidents’ of their departments.
Evergreen content on the other hand is content that never dies or becomes irrelevant. This content keeps on sending traffic to your site. Your evergreen content will often be your cornerstone content, but it may not be.

How do you measure content marketing ROI?

Measuring ROI from your website is always simpler to do by first identifying your cost per client acquisition. For example, if you’re a travel agent, you may know that the average client is worth $3,000 to you. If you also know that you close 4 in every ten leads generated through your site, then you’re earning $12,000 for every ten leads (or an average of $1,200 value can be attributed to a website lead). Provided you can accurately attribute website content such as a blog post to a lead, then you can calculate your ROI. You can get more in-depth, but this is the basic answer.

What role will my content strategy play in my social media marketing?

Jay Baer referred to social media as the fire and your content as the fuel. If you produce great content for your audience then it will help drive your social media engagement. Likewise, your social media communities will help drive awareness and exposure for your content. A true match made in heaven.

What are some common misconceptions about content marketing?

Content marketing is blogging. It’s not. Blogging is just one form of content. Content marketing is also more than just publishing – it should include promotion. Content promotion is often the most ignored component of content marketing. Too often, businesses publish content and then move on with little regard for maximising its impact by promoting it to a new and wider audience.

What are the best tools to use for content marketing?

The marketing tech landscape is huge and there are plenty of options specifically for content marketing. We recommend BuzzSumo, Mailshake, Hemingway Editor, SEMrush, CoSchedule, Canva, Beacon, Buffer, and Quuu Promote.

What is the future of content marketing?

It has to be a focus on the user experience (quality over quantity) – it just has to be! The need to separate yourself from the pack is going to see even more videos and podcasts. Visuals will be a growing trend as we seek to communicate an idea as fast as we can to a user that believes they have less and less time to consume content.

Want to Generate More Leads?

Talk to us about developing a content marketing strategy.

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