Content marketing is one of best ways you can get a business out in front of interested prospects. Companies, both large and small, use this strategy to attract leads and build relationships.
How to up your Content Marketing Strategy
You most likely know who your competitors are. You may notice how well they rank in search engine results and professionalism of their videos. But have you really peered into content marketing strategies that are fueling profit?
Learning what successful businesses in your industry are doing right is vital research to keep up with. Also, research content strategy of your best competitors. It helps inform your own content marketing strategy because you learn what's competing well and what standards are for high-performing content.
Look at Their Top-Performing Content
Do a search for your competitor on a marketing research tool like Moz Pro, or Ahrefs to find their best-performing content. You could do a Google search, but a marketing research tool will give you more options.
For example, Buzzsumo lets you find a competitor's top-performing content based on its Pinterest shares, Facebook engagement, Twitter shares or total engagement. Buzzsumo's dashboard you can also search for top-performing content on YouTube.
Take note of what makes competitor's most successful content useful and enticing. What need does it help with or problem does it solve? What type of content gets more engagement than others? These notes can help when generating new content ideas for your editorial calendar.
Monitor Their Social Media Engagement
Engagement is generally biggest performance indicator in social media marketing. To get a sense for a competitor's social media content strategy, follow them on each of their social media channels. Notice how many followers they have and engagement they get from users, types of posts that get most engagement, videos, polls, text with images, or infographics.
Use a social media marketing tools to view specific analytics about your competitors' social media activities. You'll be able to see how frequently they post on their social platforms, their exact engagement rate and their highest-performing posts.
Get on Their Email List
Sign up for email lists so you can start receiving links to their latest content and get a peep into their email marketing strategy. Getting their emails, you can look at their subject headlines, read tone of their email copy and see how frequently they're emailing.
You might also catch other strategies like incorporating media to break up email text, or adding links to related blog posts at end of each email. See first-hand how much value your competitors are providing their email subscribers, as well as how hard they're pushing their sales. Seeing how they introduce promotions, launch new products and do ongoing marketing campaigns can help devise your content strategy.
Do Keyword Research on Content
A content marketing strategy is more necessary now than ever, and here is why. Using a keyword research tools, you can find out what keywords your competitors are targeting best in their content marketing. Use a keyword research tools like Google Keyword Planner to find out what keywords your competitors' top content is ranking for. Note down these keywords as part of your keyword research.
Generate Business Leads
With internet and abundance of information, consumers are smarter than ever. print ads and direct mail campaigns of past simply do not work anymore. Unless it is precisely targeted, most people just ignore advertising. Nowadays, creating and delivering compelling content that attracts is rule, not exception.
Boost Social Media Efforts
One of main benefits of content marketing is ability to get more attention on social media. Without a doubt, more and more people are using social media than ever before. As companies like Facebook, Twitter, and Linkedin continue to grow, marketers must show a concerted effort into content campaigns on each platform.
People using these sites will enthusiastically engage with what specifically appeals to them. Additionally, they are more likely to share interesting and helpful information with friends and other contacts. Posting relevant and targeted content can tactically create an army of brand ambassadors touting features and benefits of a product or service.
More Trust and Credibility
Building trust is a huge bit of leeway in marketing. Making great, quality blog entries and recordings can present your image, answer expected inquiries, and unpretentiously lead a possibility to a deal. Ideal and important content regularly positions well inside web indexes and on YouTube. If individuals search out an answer for an issue, they ideally find how your business' item or administration gives an answer.
Conveying data and taking care of issues for drives constructs trust and authority. When this happens reliably, transformations from possibilities to clients will soar. Data shows that investing more time and money into content marketing versus outbound marketing yields higher returns on investment (ROIs).
Compared to ads, content marketing has lower overhead costs but compounding results. It helps build brand authority, trust and loyalty. At the same time, it works like advertising in a way because it converts sales. By generating leads and nurturing them through a valuable and engaging content funnel, you can close more sales.
Research Your Target Audience
Research information on your existing customers, or if you're working with a small pool, include those of your competitors. Look at competitor case studies and industry reports to learn about demographics, cultural identities and key trends among your target customer base.
Ask your social media followers or send out a survey to your email list to get answers about what impacts your customers' buying decisions. For example, do they care about buying from eco-conscious brands? Is cost of a product they need typically their biggest concern or of least concern in a buying decision? Where do they hang out most online, and what types of content do they consume most?
Use information from your research to create a "cheat sheet" about customer you're targeting. This will come in handy for any freelancers you hire, such as writers and other content creators.
Peek at Your Competitors' Content
Check out what content your competitors are creating, and note strategies popularly used to target and entice customers. Sign up for their email lists, follow them on social media and watch their top-performing blog and video content. Get inspiration and learn from what seems to be working best.
Create an Editorial Calendar to Plan Your Content
Having your content planned out and scheduled on an editorial calendar helps with maintaining consistency, which is a core pillar in content marketing. When every content piece has a publication date set in advance, you're more likely to make it happen. You can always change dates around as they approach.
You can leave gaps that account for decisions to be made later on. But get each content piece figured out, such as what type of content it is, its working title, keywords if applicable, and its publication date. Also, cloud-based content editorial tools can help make planning and organization easier.
Outsource Your Content Creation
You probably need writers and an editor who can also help publish content. Linkedin and freelancer networks can help you find who you need for right price. Take a look at work potential amongst to have done to see if their experience meets your expectations. Once you know what content needs to get created for your content marketing campaign, it's time to outsource creation to qualified freelancers.
You can see huge ROIs outsourcing content because you only pay once for its creation but see compounding returns. Schedule your content to publish at optimal times. The time your content goes live matters when it comes down to driving traffic and getting engagement. Google Analytics can show you which day of week your blog posts get most traction.
Thanks for reading. Stay Motivated, Always.