Successful content marketing relies on a thoughtful content strategy, and a successful content strategy relies on extensive research.
Unless you have a big marketing team, you probably don’t have the time or resources to devote to such extensive marketing. Fortunately, there are plenty of others out there conducting research about content marketing and sharing their results.
Here is what the overall content strategy report has to tell us about content marketing:
We focus a lot of conversation on search ranking because it impacts our overall brand visibility and the traffic we get, which influences the number of leads and sales we can get.
But higher visibility in search is only the second most important goal that brands cite for their content marketing strategy.
The primary goal for their content marketing is typically increasing brand awareness.
When you stop to think about it, this is actually goal of all our marketing efforts. Sure, we ultimately want to increase sales, but before we can do that, we have to make sure that people know our brand, trust it, and think of it first when they need the product or service we offer.
Writing for brand awareness is different than writing for conversions. Make sure you are focusing on the right goal when you are creating your content.
The type of content that brands create the most also happens to be the type of content that performs best with audiences.
Research and original data, infographics, and product reviews were all tied in their popularity among brands and in their effectiveness with consumers.
Original content is always going to perform best, both with audiences and with search engines. By conducting your own research and producing original data, you establish your authority in your niche and become a resource both to your audience and to other brands in your niche. Other sites are more likely to cite your work, getting you more brand exposure and more traffic.
Infographics allow to present your own data in a novel and engaging way. However, even if you share infographics created by others or based on others’ research, you are still giving your audience useful and engaging content. Ditto for product reviews.
All content should be created to both inform and engage, and these three content types do both of those things. If you aren’t using them regularly in your content marketing strategy, you need to start.
You can’t just create content and wait for the likes and shares to start coming in. You have to also have a promotional strategy to get your content in front of as many people in your audience as possible.
Paid advertisements are the most popular way that brands promote their content, but only by a slim margin. It is followed up by organic social media, such as sharing links through brand pages, sharing in groups, or hosting contests to encourage others to share the content.
Most brands are just not that good at promoting their content, so the number of people that use these or other promotional strategies is not as big as it should be.
When you are creating your content marketing strategy, make sure you are including a plan for how to get your content in front of people. Don’t leave it at “post links on social media.” Create a plan for how to share links, what networks to choose, the schedule for sharing, and so on.
Use the right advertising opportunities and the right targeting to get your content in front of the right people. Tools take the guess work out of it by analyzing user-intent signals to automatically deliver native ads to the right people at the right time. Your copy can be shared as a native ad, helping you to get more exposure with the right audience.
Different types of content are going to resonate with different types of audience members.
You cannot create content that will appeal to all members all the time. In fact, you really can’t create content that will appeal to all members some of the time. People are just too diverse.
Instead, you need to create segments of your audience and then create content that is tailored for them. You can explore the topics of the most interest, use the content strategies that are most successful, and share the content in the places most likely to be seen.
Again, a tool like In-feed is very effective here since it helps you identify the right audience members for your content by the person’s own online behavior.
Content marketing is a very important part of promoting your brand and reaching your goals. Make sure you are putting together the right content marketing strategy in place to get the most out of your efforts. You’ll soon start seeing the gains you want.