“On the internet, content is king” – Bill Gates.
“On the internet, content is king, but marketing is the queen.” – Gary Vaynerchuk.
Are you launching your blog or website soon?
What’s your content strategy?
Content is the element that users find on search engines or shared on social media which drives traffic to your site – traffic offers you conversion opportunities.
Without top-tier content, your website or blog won’t get the attention you want.
It would help if you had a content strategy that promotes your business while adding value for your prospects.
In this post, we’ll unpack everything you need to know about designing a content strategy that captures eyeballs and converts leads.
Why Do I Need a Content Strategy?
The goal of your content strategy is to drive traffic to your site – that’s it.
Sound’s simple, right? Well, the reality is it’s easier said than done.
Building a content strategy requires hours of intensive research, and it’s an ongoing affair.
A content strategy is the backbone of your marketing efforts.
Without a direct and purposeful content strategy, you’re floating in the sea without a sail, and the currents will take you anywhere you want to go, except your destination.
A content strategy ties into the products and services you’re trying to sell online.
You’ll utilize keywords and phrases to make it more appealing to the search bots and various media mediums to deliver your message.
As an online business, your content is your product.
It’s the conduit between your prospects and a sale.
Therefore, you need to communicate in the right medium.
Different Types of Content Mediums
There are several different types of content you can use in your content marketing strategy, and all of them deliver results.
However, each of them requires a different approach to marketing.
Here are some of our top choices for marketing your content online.
1. Blog Posts
Blogs are one of the most popular mediums for content delivery online.
If you don’t have any writing skills, you’ll need to hire a writer and get them to write based on your outline.
However, writer quality varies, and you get what you pay for, so don’t choose a writer solely based on price.
Blogs give you a platform for releasing posts on your website, and all you have to do is market the blog through social accounts and other tactics to gain exposure and traffic to your blog.
You’ll need to create a content schedule that scales with your business.
At the beginning of your blog or site, release a new post once a week.
As your traffic increases, start posting more frequently.
Many marketers make the mistake of publishing too much, too early, and most people end up missing out on your best work.
2. Social Posts
Social is the preferred marketing platform of choice for millions of marketers.
All your customers are on social, so it makes sense to promote your content on these platforms.
Each social network requires a different approach to content creation and posting.
You’ll need to tailor your content to look native on the site and make sure you’re releasing posts your prospects want to see.
Blogs do well on social media, as do short video clips.
You’ll need to post more frequently on social right from the launch of your site or blog.
However, you’ll need to keep your content sweet and short on social – people don’t have much of an attention span these days.
A great way to visually depict concepts and research.
While infographics can be challenging to create, there are free infographic makers out there you can try, or you can opt to hire a freelance designer.
The purpose of an infographic is to show things visually, so convey information but keep it simple so users can digest the content.
Have enough white space in the graphic and don’t make it too long.
Feel free to check out our deep dive on infographics to get more tips on how to create beautiful visuals.
Podcasting is a relatively new form of content gaining traction over the last five years.
Podcasting is a great way to build your audience.
The goal of a podcast is to start a conversation – not an interview.
You’ll need tact to create engagement in this medium and a unique selling point to entice prospects to watch your show.
Video is a very successful type of content online.
There are dozens of strategies you can use to create content that goes viral.
Remember to keep it authentic, and study successful YouTubers in your niche for content ideas.
How Do I Build a Content Strategy?
Follow these actionable tips to build a content strategy that sells.
1. Who Is Your Audience?
Do you understand the demographics and psychographics of your target audience?
You need to create a prospect and customer profile, focusing on the type of content this market wants to consume.
It’s no good producing content you like; you need a content strategy focusing on your customer.
What you think your customer wants might not be what they want at all.
Facebook is a great platform to research your target market.
The built-in ads manager can provide a wealth of data for planning your content campaigns.
2. What Problems Does Your Content Solve?
Create content that solves problems for your prospects.
Give actionable ideas and suggestions that benefit your prospect.
3. What are the Best Publishing Channels?
If you’re bootstrapping your blog or eCommerce store, your advertising budget will go further on these platforms.
We prefer Facebook, Instagram, and YouTube for marketing content.
Choose the medium that suits your content style, and create a publishing schedule.
4. How Do I Manage My Content Strategy?
Download Hootsuite, and manage your publishing schedule across all your social media platforms.
Engagement is the key to successful content marketing. Make sure you reply to all mentions and comments on your posts.
5. How Do I Find Content Ideas?
If you’re running out of content ideas, turn to technology for help.
Programs like BuzzSumo scan social channels to check for trending and viral content in your niche.
You get dozens of new search results each day, showing you the content your target audience is consuming.
These tools allow you to collate and create posts using the content your audience wants to see.
You get dozens of content ideas for your blogs, tweets, Instagram posts, and YouTube videos through using this helpful tool.