You’ve heard it before. Content is King.
But are you reaching all 3 segments of your audience?
They like content that solves problems or is entertaining. They love sharing content with their peers, so make it easy for them.
They have the ears of their listeners and can reach specific market segments. Their links to your content increase your Google rankings.
Search engines like Google love content that is rich and lengthy. It should be tailored to a specific search topic that you want to rank for.
So, what is Content Marketing?
CONTENT MARKETING means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.
CONTENT MARKETING uses blogs, podcasts, video, and social media sites as a vehicle.
The Goals of Content Marketing
Every business and organization has unique goals on how to grow and attract an audience. Content Marketing, across all organizations has the same general purposes.
- Attract an Audience to Your Website
- Get Visitors to Convert on Your Website
- Convince Visitors to Share Your Content
- Subscribe to Get More Content
- Come back for more.
What Steps Do We Take?
1. Identify the Influencers
First we want to find out who are the influencers in your space. Who is talking and what are their hot buttons they love to talk about. We reach out to them and work with them to understand what we are doing and work out how to motivate them to talk about you, your products and the content you write.
2. Identify Relevant Topic Categories
Good SEO companies no longer really target specific keywords, though we do track rankings. Google changed the game, and rightly so, so that you can focus on topics in your industry that are meaningful to readers. We find those that your competitors may not be paying attention to but should.
3. Create a Content Calendar
Creating content is hard work. Having a plan to know what is due when, who is going to write it, why it is being written and who it is targeted at really helps create a process you can stick to.
4. Measure the Impact of Content
If you don’t measure things such as how often content is shared, if it drove conversions, how much time people spend interacting with it or how often they come back to the same resource, then you don’t know what to write next. Having this information helps create a constantly improving strategy that will become more effective over time at driving conversions.
5. Watch for New Topics
You have to monitor your competitors and social media for new topics that may creep up. Being able to produce content quickly to address an issue helps to give your organization the appearance of being a thought leader in your space and someone to engage with.
Of course it is different for every organization, but these are growth charts for companies that are actively engaged in 360 content marketing. This isn’t an overnight fix to your organic traffic problems, nor is it easy. But it will deliver results over time as long as it is a measured approach and targets all three of your primary audiences. Learn more details in our blog post on targeting influencers, search engines and customers with content.