“Content is king, but marketing is queen, and runs the household.” – Gary Vaynerchuk.
This is so true! So, if you need to make your business successful, then you need to use both the king and queen. This means developing compelling content that will influence the buyer’s decision. You will also need to market the content through the right channel so that it reaches the right audience. And you can do it by having a solid strategy. The key to success for any business or activity lies in the strategy. And, the content marketing strategy is not an exception.
So, here is how you can develop a content strategy that can increase your conversions. Take a look.
How to Develop a Compact Content Strategy for Online Marketing?
Digital marketing should be strong enough to communicate with the readers. The content you put up should be representative of the story you want your business to tell. Having an engaging content will generate a profitable behavior from the readers. And, this will work to your advantage.
Here is a complete list of what you will need to get your strategies correct:
I. Identify and Define Buyer Personas
Here comes the first aspect in the list. Before you start an advertising campaign, you need to get something straight- your target audience. Your content has to be specific to the people you want to reach out to. This is why researching on the target audience and studying their behavior is of the essence. Follow a “Y” approach. Try to get to the bottom of the Y to reach to the niche audience. The more niches you will target, the better the impact will be. Here are some questions that you might ask for analyzing your target audience:
- Where do the buyers work?
- How could they gain from the product advertised? What are their potential losses?
- What does their social circle consist of?
- Are they the sole decision maker of the purchase?
- What factors govern their purchase?
One important tool to understand customer behavior is a buyer persona. This is more like a fictional representation of who an ideal reader would be. You would have to fabricate this persona from scratch. You can include details about the virtual person’s age, income, education, and life. Building a complete social profile will make your study a lot easier. Let this fictional character lead you in your study.
II. Prepare a Keyword List
After examining the buyer persona and his or her response to the questions, you need to make a list of keywords for incorporating in your content. This will be helpful in generating strong site traffic. For this, you need to have a deep knowledge of the topic at hand, whatever it is you want to advertise. Also, you need to keep track of the keywords that the readers search online most often. There are several tools available that can help you with keyword searches such as Google AdWords, SpyFu, and SEMRush. You can also use keywordtool.io to find relevant long-tail keywords. As a next step, choose the specific keywords and include in your content. But, make sure you do not do keyword stuffing otherwise Google will penalize your site or content. Use the keyword in such a way that it does not break the flow.
III. Identify the Type of Content Preferred
Online marketing content can be featured in different ways. For instance, you could go for publicity in social media, or make it more interactive in the form of emails. Blogging is another option that can bring in essential site traffic. There are much more of these divisions. You can work with different types of these posts. But finally, you will have to narrow down on one and create engaging content through it. Ideally, surveys, social posts, followed by email newsletters, generate more organic traffic. You can do A/B testing to find out which type of content can prove to be more successful.
IV. Network with Influencers
An influencer in your industry could have many more fans or followers than your business. And those followers could be your ideal buyers. They will only choose your product if it is endorsed or recommended by the influencers. So, you have to establish a good relationship with the influencers. This will ensure that the content reaches out to their followers who are your target audience.
Most influencers are available on social media such as Twitter, Facebook, LinkedIn, and Instagram. And several tools can help you identify influencers relevant to your industry. For example, if they are on Twitter, you can find them through tools such as Followerwonk and Twellow. But, make sure the influencer engages with their audience in frequent intervals. If they do not engage or respond well, it will not make sense connecting to them. Tools such as Klout and Klear can help you to find out the engagement rate of an influencer. By using such tools, you can identify which all influencers are worth connecting. These tools can tell you the last time they connected with followers, retweet ratio and more.
Note: Please note influencers are not easy to connect and manage. So, do not bombard them with your pitches. Rather, contact them and make sure they too are benefitted. Focus on developing a relationship and not direct sales.
V. Content Optimization
Optimization of advertisements can be of two types. One, you can use it for improving your site traffic. Second, it is necessary for establishing better conversion rates. There are three different aspects to consider here for perfect optimization of your content.
First, find the type of content the readers like the most and work on them. Second, find the pages that the target audience visits the most and make more of those. Last, examine the reader base. This will help you decide which visitors can convert the advertisements into purchases. Thereafter, find more of these visitors. Tools like CrazyEgg and Kissmetrics can help you identify visitor’s activities on your site. By doing this, you can tweak your content strategy.
VI. Maintain Frequency
It is important to maintain the frequency of posts keeping in mind your target audience. You could make a schedule of the ideal time to be posting this content and the frequency. This ensures that your content does not overcrowd the web, yet reaches out to the people at the same time.
Tools such as Bufferapp can help you identify the time when you should post content on social media. A good timing will ensure the content reaches out to more audience. An ideal content marketing strategy would include the contributions of all the factors mentioned above. But, do keep in mind that generating organic content is a slow process and the goal will be achieved over time. So, have patience and keep moving ahead with your content.
Do you have any tips to share? Please feel free to leave your comments below and thanks for reading!
