Whether you are just starting with your content marketing campaign or using the same strategy for a while, it doesn’t hurt to revisit your content marketing strategy and make sure that it is updated and engages your prospective customers.
Before getting into the details of why and how you need to expand your content marketing strategy, let’s first understand what content marketing is and why marketers need a robust plan to boost their content marketing Return on Investment (ROI).
A content marketing strategy is nothing but a way to strategize your goals and achieve them with the help of valuable content. It is a reliable and cost-effective way of driving traffic to your website.
Once you have a reliable source of traffic from your website, you will be able to focus on your other marketing efforts that include, but not limited to social media advertising, distributed content, and sponsored content. Further, your content marketing efforts will not just help you driving traffic but also create awareness about what your brand stands for.
According to the Content Marketing Institute, 63% of businesses do not have a well-defined and documented content marketing strategy in place.
Typically, a well-defined content strategy, “is often the foundation of your attract and delight stages in a buyers’ journey.” Creating content that your audience will love and the consistency with which you create your content are two of the primary factors to boost your content marketing ROI.
In the process of developing a robust content marketing strategy, there are a few things that you will need to consider. Let’s take a look:
Without a proper strategy in place, chances are all your efforts will go to waste. 64% are in agreement that the greatest educational need for any content marketer is to build a solid content marketing strategy.
A good starting point is absolutely necessary. And for that, you should start with a content marketing mission statement, which will outline the following:
To measure your content marketing goals you need to create strong KPIs, without which your campaign could fall flat. The KPIs usually have numbers attached to them, for example:
To be successful with your content marketing strategy, you need to understand who is your target audience and what do they need. This will help you in creating a strategy that is aligned with their requirements.
The first step to know your audience is to collect the demographic data – gender, age, income, and education. If you would like to get an in-depth insight into their likes and interests, you can find this information in Google Analytics.
Another key to launching a successful content marketing strategy is to collect feedback from your existing customers. A few questions you can consider asking:
Now that you have the demographic data and recent customer feedback, it will be simple for you to create buyer personas. Buyer personas are nothing but ideal customer profiles that help you in targeting your content better.
As you navigate through the process you will understand where your target users hang out – what is their most preferred social media location. It is best to focus from there and move forward. Once you have decided on the channel where you want to publish your content, it is time to focus on the content you want to create.
Typically, there are some types of content that are included in almost every content marketing strategy, for example, blogs.
Then there is interactive marketing. It usually involves using content where audience engagement is crucial. The benefit of using interactive content is that it helps in getting access to better data to optimize your buyers’ persona as well as sales funnel. It creates awareness at the top of the funnel and helps target users to determine what other products or services do they need to meet their requirements. Other forms of interactive marketing content include polls, surveys, webinars, mobile apps or games, interactive eBooks, and more.
Another form of content is audio content. If you use a lot of audio content in your campaigns to reach a wider audience, such as research interviews, videos, and podcasts, then you may choose to transcribe audio to text using HappyScribe’s audio to text converter.
Now you know what kind of content you want to create and who it is for or how do you plan to share it, let’s get down to some action:
The next step is how you will organize your content. A social media calendar will help you organize and publish a diverse library of content on your website. Many of the topics that you consider for your website or blog will be evergreen and some could be timely. It is important to understand that timely content is important to get the sudden spike in your traffic while evergreen content consistently performs well.
The last step and most important step is measuring the results. Before revisiting or updating your content marketing strategy you should know how your current content is performing. What is the Return on Investment (ROI) on your content marketing efforts? If you use the correct metrics, you should be able to identify the poorly-created content and improve on it.
Before you do any of these- set your goals and measure your KPIs, understand the why behind them. Once you have identified the different categories for the success metrics and what role they play in the overall strategy, it will be easier for you to implement them and track the results.
Let’s have a look at a few of these success metrics:
There is no single tactic or strategy that will help you with driving the ROI for your content.
Instead, you will need to consider each piece of your content marketing as a combined effort to get a holistic view. Zoom out from time to time and check which piece of the campaign is not performing up to your expectations and then refocus on that part to drive the ROI.
In the Comments section below, let us know what are some of the tactics you used to drive your content marketing ROI.
About the author:
Atreyee Chowdhury works full-time as a Learning Experience Designer and is passionate about writing. She has helped many small and medium-scale businesses achieve their content marketing goals with her carefully crafted content that is both informative and engaging. She lives in Bangalore, India with her husband. She loves to read, experiment with different cuisines, travel, and explore the latest content marketing and L&D trends in her free time. You can reach her on Linkedin.