Creating a Content Marketing Strategy for Your Blog
Blogging is a great way to build awareness for a business. But, you can’t just launch a blog and publish random articles hoping it will increase your sales. You need a proper plan for that.
Reports show that blogging help generates 67% more leads for B2B marketers. However, according to Content Marketing Institute, only 86% of B2B companies and 77% of B2C companies currently use blogging as part of their marketing strategy.
If you’re starting a new business blog, you already have plenty of competition to beat. And the best way to make sure your efforts last is to get started with a well-executed plan.
This is where the content marketing strategy comes in.
Why Create A Content Marketing Strategy?
A content marketing strategy is simply a plan that you put together to make sure you create, publish, and promote content that ultimately helps you with website traffic generation, lead generation, and to increase sales.
This process is called the inbound methodology. An effective marketing strategy that turns strangers into leads and then into customers.Content marketing is an important part of the inbound methodology. Content is what brings the visitors into your blog and convert them into leads. Obviously, without a proper strategy, all the efforts you put into creating blog posts and videos will go to waste.
Follow these tips to create a content marketing strategy that brings solid results.
1. Plan Your Content Based On A Buyer Persona
The first step in setting up your content marketing strategy should be creating a buyer persona. The buyer persona is the profile that describes your ideal customer. Its main goal is to figure out what type of customers you want to target through your content.
If you don’t have a buyer persona yet, go and create one. Once you have a buyer persona, you can start planning your content based on that profile to attract your ideal customers.
For example, if your ideal customer is a 20-year-old female entrepreneur who’s planning to start a business, you can create blog posts with beginner-friendly tips for launching a business and also talk about the problems female entrepreneurs face in this field.
Planning ahead is the key here. You should at least plan for 3 months worth of content to keep consistency and add a flow to your blog publishing schedule.
2. Work Towards A Specific Goal
The main purpose of using a content marketing strategy is to achieve a goal. Otherwise, you can publish random posts only wishing people would subscribe to your email list or buy your product.
It’s important that you define a specific goal for your content marketing strategy. But, it should also be realistic.
For example, if you’ve generated 1,000 subscribers in the past three months from your content efforts, you can set a goal for your next 3 months to generate 20% more leads.
It’s all about always working toward a better goal and increasing the results of your marketing campaign.
3. Measure Your Content Marketing ROI
Being able to measure the success of your content is probably the most important part of your content marketing strategy. However, it’s also one of the aspects most bloggers and marketers forget to imply.
Unlike offline marketing, the great thing about digital marketing is that it allows you to easily measure the return on investment (ROI) of your marketing campaigns. And yes, you can measure your content marketing ROI as well.
Just make sure you use the right metrics to measure your content marketing strategy. For example, how much shares your blog posts get on social media is not an effective way to measure your content. Instead, measure how effective a blog post is at converting traffic into leads.
4. Experiment With Different Content Types
There are many types of content you can include in a content marketing strategy. You can create videos, blog posts, SnapChat videos, podcasts, eBooks, and more.
Different types of businesses find success in different content types. For example, a startup that targets teenagers will find success with Snapchat content than blog posts.
So, instead of trying to conquer them all, experiment with content types to figure out what brings you the best results and invest on creating more of that type of content.
If blog posts generate more leads for your business, then try creating different types of blog posts like how-to guides, checklists, and case studies. See what type of blog posts works best and craft more of those.
5. Update & Repurpose Your Old Content
Ask any professional blogger or marketer and they’ll always advise you to create “evergreen” content to achieve the best results from your blog.
This is true. Some topics can bring you more results in the long run than the others. However, even these evergreen posts need to be updated from time to time.
Do an analysis of your blog content every 2-3 months and see which blog posts generate lower results. Then revamp these blog posts by improving the quality and optimizing them for better keywords.
Ahrefs managed to boost their pageviews by 468% by simply updating one of their old blog posts. When done properly, this strategy can bring you amazing results.
Also, don’t stop after hitting publish on your blog posts. You can repurpose your blog posts to create more content from them.
For example, you can create a Slideshare using the bullet points in your blog post. Copy and paste your blog post into a Medium post or a LinkedIn post. Create a short video. Or turn your blog post into a PDF ebook.
There are so many ways you can try to make the most of your content.
While these tips can aid you in creating a content marketing strategy, remember that the success of your efforts will depend on the quality and the consistency of the content you create.
Even if the results are coming in slow, keep developing great content and stick to your content plan. Eventually, it will deliver the best ROI you can receive from any marketing strategy.