What is content marketing?
Content marketing is a way of using content to get your brand, business and product in front of the right people. The people that will be most interested in it. Content can be written in the form of a blog or article, it can also come in the shape of social media posts, videos, and podcasts as well as a range of other media.
What are the benefits of content marketing?
There is a reason why content marketing is such a popular marketing approach, and it’s that there is a wide range of benefits associated with it. Indeed, content marketing can be a great lower-cost marketing option, help you establish your brand as an authority within your market, encourage reversal and leads, as well as educate your audience.
Tactics for Content Marketing Success
Now you know more about what content marketing is, and how it can add value to your business, you’ll want to discover how to be as successful with it as possible. The good news is you can find 12 of the most vital and effective content marketing tactics for success below. Read on to find out what they are.
Tactic 1: Know what you are trying to achieve
Just like any project in content marketing, you have to first define the goal of what you are looking to achieve. It could be attracting more traffic to a site, getting more engagement on social media, or encouraging brand awareness. It may even be a mix of these things. Once you have identified your goals you will be in a much better position to define the methods and tactics you will use.
For example, if you are looking to get more traffic to your site, the best way to go about this is to see which associated keywords have a high volume and a low difficulty. Once you have identified these you can start to create content around them which should help draw more people to your site. After all, you’ll know that a significant amount of people are searching for those terms, (high volume) and so content concerning them. You’ll also know that there isn’t much competition currently for these terms (low difficulty) so it gives you the best chance of getting a high spot (1-3) in the search engine results pages (SERPs).
Tactic 2: Know who you are trying to reach
Another important consideration in content marketing you need to make is who the content will be for. This is known as your target market or audience because you will be aiming to attract them with your content.
The first step here is to define your target market which you can do with demographics such as class, age, gender, location etc. For example, the main target market for a makeup brand could be women, middle class, 30-50.
Once you know who your target market is you need to get as much detail on them as possible, understanding the main pain points they experience, and how your process and service solve these. One of the most effective ways to do this is through market research, creating ??? can also help here because it will help you personalize your marketing approach and see the impact it can have on individuals within a targeted group.
Tactic 3: Always offer value to your reader
After defining your goals and demographic, it’s time to start crafting content, and the most important aspect of this is to make sure that you always add value. What this means is there’s no good writing content for content’s sake. Instead, you need to create blogs, articles, podcasts or videos that hold genuine value to the people that you want to appeal to. Otherwise, they will have no motivation to consume it and all your efforts will be wasted.
To provide authentic value to the consumer of your content you need to make sure they see you as an industry leader. This means including as many trust signals as possible with your brand and website, as well as positioning your brand as an authority within your market. Some of the things you can do for this include publishing content on sites like Medium.com and LinkedIn, holding webinars, and even conferences.
Tactic 4: Plan and schedule your posts
A single piece of content is just a drop in the ocean, and can only have so much of an impact alone. That is why it’s very important to properly plan your posts and then schedule them to have the most impact.
Planning your content means creating a calendar that shows precisely what topics you will be making content on and when you will be publishing them. The current thinking in this area promotes pillar and cluster content. A pillar is a more general, and more central subject that is relevant to your field. While a piece of cluster content is secondary to the pillar and covers a more specific issue in more detail. The idea is that pillar content should be published first and then multiple pieces of cluster content can be developed to cover the issues the main pillar touches on, but in more detail. The main benefit of this type of content planning is that it not only provides valuable information to consumers but shows search engines that you are an authority on this subject area as well.
When it comes to posting times for your content you may want to look at the guides for each specific platform. Then you can pre-schedule each piece to be published at precisely the time when it will have the most impact and will be seen by the most people.
Tactic 5: Integrate SEO into your content
SEO or search engine optimization is an essential element of content marketing, and should always be considered when planning and creating content. SEO is what ensures the right people find your content online, and your ultimate goal will be to rank as highly as possible for the keyword you identify in the SERPs. Indeed, as most engagement happens for those businesses that occupied the first three spots in the SERPs, getting to the top can be very valuable.
To boost your business’s SERP ranking for specific keywords you will need to utilize a range of tactics including on and off-page SEO. On-page SEO is anything you do on your website to boost your rankings. This can include using H1, H2, and H3 headings, schema markup and internal links. Off-page SEO is anything you do off of your website such as link bullying, local SEO, and social media.
The good news is you can always work with a content SEO agency if you would like some help from the experts with this part of your content marketing. A professional agency will be able to advise you on all aspects of SEO from creating a strategy to finding the best keywords, to on and off-page SEO optimization. Leaving you to do what you do best, and focus on running your business.
Tactic 6: Diversify your content
Boredom is never an emotion we want to evoke when making content, and that is why it’s so important that we vary the different forms that you release. Indeed, different people will be able to more easily access different forms of content depending on their situation.
For example, if you have a more detailed subject to talk about then starting a podcast can be an excellent tactic. People can then listen to your content while doing other things like jogging, working out, walking the dog or even doing the dishes. In this way, you make it more accessible to them than if they had to sit down and read a post online. To learn how to podcast from the creators of the Remarkable People Podcast, a top 1% podcast globally, check out Ascend’s Podcasting Made Easy course by Clicking Here Now. Enjoy!
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