Every successful digital marketer knows how crucial it is to have a solid content marketing strategy. The problem with most people is they usually think you just need quality content when you’re building the business website.
Keep in mind that content marketing is an on-going process, and should be applied to all your online marketing campaigns including SEO (both on-page and off-page), link-building, PPC, and Social Media Marketing.
Content will Always Be King
As Bill Gates pointed out several decades ago, “Content is King”, and it’s still is up until today and for the coming years. In fact, most of the search engine algorithm updates(particularly Google) require more quality content. Google along with other iconic search engines have always been very particular when it comes to content.
Gone are the days when you just need to build multiple links across the World Wide Web to rack up your site rankings. Today and for the coming years, boosting your online visibility is about generating good or relevant links with quality, unique, and engaging content.
Google algorithms have become “smarter” these days. They can easily detect duplicate or plagiarized articles. On top of that, they are also evaluating the relevance for the use of keywords, links, and content topics.
Developing your Content Marketing Strategy
Now that you have an idea how important it is to implement a successful content marketing strategy, let’s proceed on how to develop your content marketing strategy to boost your online presence.
Goal Setting: Make it Specific, Straightforward, and Measurable
Just like any other marketing campaigns, you need to start with the goals. Make sure to enumerate specific and measurable goals. Find out how to measure the success of your campaigns. Are you looking to increase traffic or new subscribers? Do you want to focus more on app downloads and conversions? Looking to improve positive engagement and social shares? These are just some of the few things you should think about when setting your goals.
Knowing and understanding your goals is the best way to start a campaign. This should put everyone in your team in the right direction. Highlight your main goal into sub-goals. Make a timeline for each campaign so you can easily track the progress.
Know your Audience: Make an In-Depth Research
Once you have highlighted the purposes why you’re producing content, your next step is to understand your audience. While keyword research plays a vital role, you should also put more value on the readership of your future content—be it on-page blogs, guest blog outreach, Social Media posts, PPC marketing copies, or landing pages.
There are several tools and sites you can use for this. For keyword research, you can check out Soolve, Jaxxy, Google Keyword Planner, and Ahrefs Keywords Explorer. On the other hand, Feedly, BuzzFeed, Reddit, Social Pilot, and Ahrefs Content Explorer are some of the recommended sites and tools for topic ideas.
In addition, you should also establish your brand persona when posting blogs and other content. What image do you want to portray when people read your posts? This will help determine the voice, tone, and the right approach of your articles.
Keyword Research Topic Research Article Creation Link Scheming Proofreading and Fact Check Article Submission Campaign Monitoring
Blogsite Consistency: Evaluate your Blogsite
In case your business website doesn’t have internal blogsite, it is best to launch one as soon as possible. Managing an internal blog is not only a good opportunity to share your company’s vision and core values. It’s also the best platform for promoting your products and services.
On top of that, you can also use internal blogging as part of your linkbuilding strategy. Many SEO experts say using internal links can be valuable to search engines. It should give an idea about the structure of your website. To be more effective, you may also link your blog posts to other related sources with higher page ranks or domain authority (DA). Just remember you’re using relevant links to certain keywords accordingly.
Apart from content and linkbuilding optimization, your blogsite should also look presentable to readers. Take note that Internet savvies today are very particular when it comes to choosing their resources. Make it look professional and easy-to-navigate. You can add infographics and informative videos to your blog posts to make them more credible.
Content Auditing: Monitor and Evaluate your Content
Content marketing strategy requires deep analysis of your methods. As mentioned earlier, content marketing an on-going process. This means you may need to make adjustments with your strategy to improve readership and increase more traffic. The best way to do this is to review the insights of all the articles you have published online. It should give more ideas for future content.
Auditing your content involves several steps such as creating a content inventory, providing a catalog for topics, grading the articles, and logging content performance based on the amount of traffic or post clicks. You can use Google Analytics to get more details on your content marketing campaigns
Develop a Content Management Process: Make it Streamlined Using Various Tools
It can be difficult to create a streamlined content management process without using the right tools. This is essential especially as your campaigns start to grow bigger. Remember, your online marketing campaigns involve a lot of article creation and submission. You need to polish your process to reduce certain roadblocks and become more efficient.
Some of the recommended CMS platforms you can explore are WordPress, Joomla, Drupal, Typo3, Serendipity, Dotclear, and Chamilo. Another advantage of having a streamlined content management process is it also allows you to keep track of all the articles dished in the World Wide Web. This will help you evaluate your strategies and make necessary adjustments.
Competitive Analysis: Study your Competitors
Finally, find the best ways to study your competitor’s content marketing strategy. Determine who are your real competitors. You can do this by conducting an in-depth market research and monitoring online forums and other Social Media platforms.
Analyze their content performance by checking out what type of content do they publish, and where do they usually post. Try to find out which keywords are they trying to rank, as well. From there, you can start making changes with your campaigns.
A successful content marketing strategy is one of the main keys to boosting your online presence. Start working on the principles. Review your previous content and gauge the quality. Make adjustments when necessary.
About the Author: John Ocampos
John is an Opera Singer by profession, and a member of the Philippine Tenors. Ever since, Digital Marketing has always been his forte. He is the CEO of MegaMedia Internet Advertising Inc., and the Managing Director of Tech-Hacker. John is also the current SEO Manager of Softivire New Zealand and Softvire Australia - the leading software ecommerce company in Australia.
Written on November 5, 2019