Whether you are an independent blogger or an international company representative, chances are that you have struggled with digital content. Studies have shown that 60% of content marketers post new content on a daily basis.
However, consistency and originality are difficult to maintain. It can also be hard to find the right audience on the web and keep them occupied with whatever it is that you have to offer. This is where an adequate, well-planned content marketing strategy can come in handy.
If you plan your actions correctly, the right readers will find your website and stay engaged indefinitely. Let’s take a look at several guidelines which can help you jump start your content marketing strategy and start converting again.
#1. Research Your Industry
The content you create will vary drastically based on what industry you are in.
For example, a medical blogger should write about medical trends, health and other related topics – not about digital marketing. A graphic design agency should focus their efforts on self-promotion, design tips, and other similar topics – not on saving product promotion.
This small example should illustrate how important it is to specialize in a certain niche and stay within its confines. It will make it much easier for potential readers to find you and stay engaged, even bring others onboard to check your site out. Find out what it is that “clicks” in your chosen niche before you create any marketing content.
#2. Content Planning
While the topics of your content should relate to your niche, their format isn’t set in stone. You can use blog posts and articles to convey the majority of your content.
However, it’s always a good idea to employ multimedia content such as video, infographics, photographs, and audio such as podcasts. Plan your content so that you have a varied base of posts to choose from when it comes to putting something new online.
Don’t rely on a single content format for too long in order to keep things fresh for your audience. Not only that, but you will also make sure that you are in the good graces of SEO in doing so. Search Engine Optimization (SEO) prefers displaying original and relevant content more than lifeless, spam content. Choose the former and keep things as fresh as possible.
#3. Create or Outsource Content
One way or another, you will have to start producing original content on a schedule. However, this is where most site administrators veer in one direction or another.
Some choose to create their own content while others opt for outsourcing. Both of these methodologies have their pros and cons, but it always comes down to how much free time you have. People with full-time jobs and other obligations often hire writers to work for them based on briefs and freelance contracts. Those that blog or manage sites for a living create original content themselves.
When it comes to localization and translation for international audiences, even independent writers look for outsourced help. Several trusted translations reviews exist which can help you out should you find yourself in need of content localization services. In the end, you should choose the marketing content creation method which best suits your skills and lifestyle.
#4. SEO Matters
We’ve touched on the importance of SEO previously – and undersold it severely. Essentially, SEO dictates how well your content will perform with search engines such as Google, Yahoo, and Bing among others.
If you don’t play by its rules, chances are that your content will underperform and leave you wondering what just happened. In order to avoid this, you can use Google’s SEO tools to better optimize your content.
Tools such as Adwords and Keyword Planner can help you find and use popular words and phrases in your niche. These words will ensure that your content registers as “important” by Google and shown to potential readers.
Failing to do this will result in very low ranking and visibility if you don’t rely on paid advertisement. Considering the fact that SEO is free, there is really no reason to spend extra money on content marketing if you can make a better ROI through Google itself.
#5. Curated Vs. Automated
There is a difference between posting content in person and relying on automated content management. Machine-learning algorithms and chatbots are a good alternative to real-world administrators – at least in short bursts.
A human content curator or a writer will always be necessary in order to make sure that the audience likes your content. If you plan your content correctly, you can rely on automated curation, content management, and reader interaction.
An automated chatbot or a content automation algorithm might be good for times when you are unavailable or on vacation. However, if you want to build industry authority and brand loyalty, it might be worth hiring a content manager or tending to the readers in person.
#6. Gather Feedback and Adapt
Your readers will always have something to add to your arguments. A healthy blog community works on mutual trust and respect – not on simple one-sided content delivery.
In order to follow through on this, make sure to encourage reader interaction in every post you create. Use calls to action (CTA) to provoke a comment, a like or a share from your visitor no matter the topic you just talked about.
This will ensure that the person on the other end has enough incentive to speak their mind on the matter. A blog without any comments or interaction will seem barren to new visitors. They will be unlikely to stay longer than necessary if they notice that no one speaks to anyone else.
Take any and all comments into consideration when it comes to the future of your content marketing. You might receive a great, free idea from a constant reader which you might not be able to come up with yourself.
Be as open to your audience as you expect them to be towards your content. A two-way street such as this one will guarantee the longevity and traffic for your website for some time to come.
Jump-starting your content marketing strategy is only the beginning. Make sure that you are ready to respond to any messages and requests that come your way as a result.
Reap the benefits of your work and learn from mistakes you might have made. Repeated content marketing based on different topics is the best way to promote your website over an extended period. Don’t lose sight of the bigger picture and work to attract as many readers as possible.
Kristin Savage has graduated from Columbia University where she was majoring in Germanic Languages. Besides English as her mother tongue, she also speaks German and Dutch fluently. Currently, Kristin is studying Spanish and planning to obtain her Ph.D. in Applied Linguistics since she is interested in how to use her to some extent practical knowledge of language processes in everyday life.