7 Important Elements for Successful Content Marketing
Some people believe that content marketing is a simple thing. You put together some relevant content for blog posts and social media posts, and there you go, it’s done. While this is essentially the basic idea, the successful content marketers take things to the next level. The companies that see big results are the ones who focus on improving their strategy and quality of content.
And those big results can be substantial. The content marketing stats show that marketers who work consistently see bigger results year after year. That their sites get more traffic and have better conversion rates.
So the question is, what do these successful content marketers do? What elements set them apart from the rest?
1. Define the Objective for the Content
To measure whether your content marketing is successful, you need an idea of what success looks like. You may have multiple objectives for the different places you post content, for different content types, or at different times of the year.
If you are looking for an improved conversion rate, set a specific goal for what you want to see. If the goal is a certain number of sales, write that down. If you want increased traffic, set a goal for how much of an increase you want to see by what date.
You may not meet all of your goals, but once you are trying new strategies, you can see what gets you closest to your results and re-evaluate. When you go over this later, you can decide if tweaking your strategies would get you better results, if you should publish more often, or if you want to adjust what success looks like based on the results in your analytics. The more data you have, the more realistic your goals will become with time, but you have to start somewhere.
2. Create Your Customer Avatar
Any successful marketing campaign should come back to creating your customer avatar. Who are you trying to reach? The avatar is a detailed picture of one individual who would be your ideal customer. You create this person and what kind of job they have, their income range, their age group, and other important demographics and information on what needs they have in their lives, especially the needs that bring them to your content and then your product.
If you haven’t created an ideal customer before, check out these template examples for buyer personas.
3. Know the Customer’s Journey
You should understand how your customer is getting to the content you are creating and where you are leading them next.
Did they come from social media? If they came from a search engine, what did they likely look for that brought them to you? What were their needs when they clicked on your site? What is your call to action/where are you hoping they click on to after reading your content?
Ideally, this person would go through three stages. They would become aware of your company through this content; they would evaluate something, and make a purchase. Is there a journey structure you have in place that makes that easy?
4. Optimize Your Content
Early on in the process, you should be looking at strategies for bringing traffic to this content. It will be part of understanding your customer’s journey. If you have a strong search engine optimization plan, then you should have an idea of the things people look up when they visit your website.
So one part of your process should be deciding how you will create traffic and SEO plans. Do you have an in-house SEO expert, or are you planning to hire an agency or freelancer to outsource help with that? Companies like Joel House Search Media, a Brisbane SEO company, can help you make sure that you’re making the most of your content marketing.
Remember, simply publishing content will not get you the same results as having tight strategies for making the most of every piece of content, so include an optimization plan early on.
5. Make a Calendar
An editorial calendar that plans what you are posting, when you are posting it, and where it is being posted can help with communication between your team and with making sure you aren’t missing opportunities.
Put relevant dates on the calendar for things like holidays or important events in your industry. You’ll also want to make sure you leave space for breaking news or mark posts that can be easily moved to another date if something comes up.
Your calendar can be simple or complex. If you’re looking for ideas on how to arrange it, consider these tips on creating a content calendar that works for your company.
6. A Strategy for How The Content Will Be Created
You need a strategy that will allow for creating consistent quality. Every piece of content you put up is a possibility to introduce people to your company who’ve never heard of it before, and it’s important to make a good first impression.
Are you going to create quality content in-house? Will you use content agencies or freelancers? You could also use a hybrid approach with a mix of various sources for different content. Build a plan for where things are coming from and how much it will cost.
7. Ongoing Review of Analytics
You need to continually review your analytics. A good strategy is to set a regular meeting on your calendar for reviewing how it is going. There should be a place where all of your metrics are kept month to month, so you can see how things are advancing. Make note of what your goals are so you can tailor the content marketing metrics you are tracking to the ones that matter most to your business.
Always Revise and Optimize Your Strategies
Content marketing is an ongoing process. As time goes on, regularly come back to revisit your strategies and see what is working for you and what is not. A quarterly review where you not only go over your analytics but consider what has and hasn’t worked for you over the past few months is a good way to make sure you are staying with what is current and getting the most out of your content marketing long term.