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Have you decided to invest in content marketing ? Very rightly so! Valuable content supports building a positive image of your brand and inspires the trust of Internet users. It is also a necessary complement to SEO activities, because it positively influences the website’s visibility in the network and its position in the search results. Interesting content is also a way to increase traffic on the website – people searching for information on the Internet will find it easier to find your offer. So there is also a growing chance that they will become your customers. You already know it’s worth it, but how to get it right? Each content marketing campaign should be based on 5 pillars. In today’s article you will learn about them all. This will allow you to consciously direct your content marketing activities. And that’s the best way to success. Interested? I invite you to read!
Step 1: Analyze your own and competitors’ activities
Before you start any work, realistically assess your situation. First, do your competition research in your industry. Take a look at how other brands are presenting. Do they reach recipients through sponsored articles on nationwide portals? Or maybe they run a blog with how-to articles?It’s not that you copy their ideas. However, it is worth checking what works. If you can see that interesting discussions are taking place under the blog entries of a competitor, it means that the publication channel fits the needs of potential customers. Remember, however, not to lose your identity – you know your company like no other and you decide what its image should be.Then honestly evaluate your previously published content: on the website, blog, in sponsored articles. Consider whether they are attractive and easy to perceive from the Internet users’ point of view. If you already have a corporate blog, check the frequency of the articles. Maybe you neglected this topic? Such analysis should be the starting point of any campaign. Otherwise, it will be difficult for you to make decisions that are favorable to your marketing strategy. Being aware of your own achievements and shortcomings as well as knowledge about the activities of your competition is essential. It allows you to decide whether existing texts need to be edited and what new content you need.
Step 2: Persons and their needs
Content marketing activities make sense only when the texts created meet the needs of the recipients. Adapting to their expectations and providing them with valuable content is the essence of content marketing. Therefore, as with any marketing activity, you should determine who belongs to your target group. For this purpose, the so-called personas. What do you have to consider once you get to know the recipient’s profile? First, the form of addressing the reader. You communicate differently when you address your offer to companies and differently when it comes to individual customers. However, regardless of whether you operate in the B2B or B2C sector, remember that you are addressing people who are most likely to know less about the issue than you do. They do not have expert knowledge, but they want to get the information they need. If the content is not user-friendly, there is a good chance that the potential client will be discouraged. The right style is only half the battle. Also, check what types of content your potential customers are looking for. Materials that are invariably popular among Internet users include rankings, “Step by step” instructions, and how-to articles. Thanks to professional tools, you can determine what questions are entered into the search engine. Then you will find out what knowledge you should share. Thanks to professional tools, you can determine what questions are entered into the search engine. Then you will find out what knowledge you should share. Thanks to professional tools, you can determine what questions are entered into the search engine. Then you will find out what knowledge you should share.
Step 3: Selecting Content Types
If you already know who you should write for, it’s time to choose the forms you will use. The decision depends primarily on the specifics of your business, but also on the goals you want to achieve. The content you can choose from is primarily:
- blog articles,
- descriptions of categories and products,
- content on the company’s subpage,
- sponsored articles,
- back-end texts.
There are more possibilities, but you should definitely start with the above forms of Content Marketing. Why? Your website is the main space of contact with internet users. If you don’t present yourself properly there, other publication channels won’t help much. A potential customer visiting the site wants to find the information they need, while you, through content, can arouse their trust, interest and convince them that it is worth choosing your offer. Through backend texts, you can effectively support the positioning strategy and expand your website’s link profile. Attractive descriptions of categories and products in the case of e-commerce are a must. On the other hand, the blog allows you to present the offer in a broader context and answer questions asked by Internet users. Do you see
Step 4: Distribution Schedule
The effects of the content marketing campaign will not appear immediately. Therefore, the continuity and regularity of activities is important. The publication schedule will help you maintain them. If you intend to outsource your content marketing to an external subcontractor, of course you should also agree on such a plan with them and then enforce its implementation. Why is it so important? The most effective are comprehensive activities, additionally related to the SEO strategy. However, the more channels and types of content you use, the harder it becomes to coordinate your work. When you have a schedule, you won’t miss a single publication. It will also be easier for you to analyze the results of the campaign, because you can easily summarize what content was created and with what frequency it appeared at any time. The schedule is best written several months in advance. However, be ready to modify it. If you see something working or that certain types of content need to come out faster, be flexible and adjust your strategy. Each campaign should be updated based on changing circumstances and lessons learned.
Step 5: Effective Content
Planning stage behind you? Time for the highest quality content. The analysis and planning will be useless if the content is not up to the proper standards. On the one hand, they must be written in such a way that Internet users want to read them, but on the other – adapted to the requirements of search engine robots. How can this be achieved? Here are 5 key tips:
- Make sure your texts are spelled, grammatically and stylistically correct. Everything you publish must be professional and flawless.
- Format the content properly by adding headings, lists, tables. Thanks to this, the reader will not have the impression of the so-called a wall of text that you don’t want to read.
- Combine a high level of knowledge with an accessible form. Valuable content should not be written in a language incomprehensible to the average recipient.
- Include keywords important for your business in your content. They should appear unforced and in an appropriate, not exaggerated, density. Remember that your content must be unique. Why you can read about it in Asia’s text about duplicate content .
- Use links to link pages and blog articles. This has a positive effect on the browser rating of the site, but also encourages you to review the rest of the page or click the link to the product.
Are you looking for ideas for blog topics? In this text, Maciej gives several methods for engaging content . These are absolute basics, but the truth is that not everyone can write professional content. Remember that you don’t have to create it yourself. Invest in cooperation with a partner experienced in the field of content marketing. Then you will be sure that you will take full advantage of the potential of expertly written content.
From word to … success!
What’s next? Time to act! Plan the campaign, observe its implementation and measure its effectiveness. Analyze if you can do something better at any of the stages mentioned above. And remember – be open to the expectations of your audience. It is for them that you create content. Good content marketing practices and a well-thought-out strategy should always be the starting point in promoting a brand through content published on the Internet. Then the activities carried out will be really effective, and you will enjoy the effects.