- Think of crafting high-quality content as a long-term marketing investment. When you’re just starting out in the content marketing arena, you might be tempted to take a short-term approach to getting blog posts up and sending out formulaic emails. But an effective Content Marketing strategy is a long-term strategy.
Long-term content strategies focus on developing quality content that makes readers think and will last for years. (Yes, this does include news-related topics.) With a long-term perspective, marketers can better bond with their audiences, build a voice, and provide content of genuine value to readers. Plus, it enables your site to gradually increase its search rank in an authentic and sustainable way and contributes to your library of valuable evergreen content.
- But even the best content needs a promotion strategy. Unfortunately, producing the most provoking or valuable content for your target audience does not guarantee that it will reach millions of readers. The Internet is awash with content, and it takes time, strategy, and sometimes even a small miracle just for your company’s message to be heard above the noise.
Once you’ve decided to build an effective content marketing strategy, you need a promotion strategy beyond clicking “publish.” Leverage social media platforms to gain followers and slowly build up email subscribers through on- and off-line efforts. It takes time to make an impact and cultivate a loyal following. Be deliberate and dogged, and you will get there.
- Thinly veiled product promotion does not attract readers. Perhaps one of the toughest beginner behaviors to overcome is thinking of your content marketing efforts as direct extensions of your sales and advertising efforts. This content will be unlike any other form of information you have traded in until this point.
Push beyond your product and its uses to really drill down and understand what sort of information your existing and potential customers want to spend time reading. What problems can you solve for them? What challenges do they face in day-to-day life? What valuable news and insider perspective can you provide?
Let’s say you’re company is in the financial business. Instead of writing a post on the reasons people should consult a professional advisor, consider the questions that they can’t get answered elsewhere—How do I know if I’m saving enough for retirement? Can I count on my mutual fund? When is a micro-loan a smart move? Should I up my 401K contributions?—cover both the basics and be specific.
- Don’t ignore SEO. Search engine optimization is a fast-changing science—but when done correctly, it does deliver results. (According to a June 2015 poll conducted by Ascend2, 89 percent of marketers worldwide rated SEO successful at achieving objectives of improved search rankings, website traffic and lead generation.) The problem is, it’s not an area you can just dip your toes into occasionally and expect to master with any success.
Unless you have someone on staff who is already proficient and up-to-date with the latest SEO strategies, this is one place where it makes sense to spend money. SEO, blogging, email marketing and social media are necessary for an effective content marketing strategy, so call in the experts and get direction on the most important tactics for your company and its specific goals.
At the Found Gen, we help our clients develop content marketing strategies that prioritize their goals and make the best use of their content marketing budget. It’s an investment that continues to deliver returns, year after year. Contact us to learn more.