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Content marketing is important because it answers your audience’s questions and helps you build trust, develop relationships, improve conversions, and generate leads.
There was a time when content marketing was considered a smart strategy for setting yourself apart from your competitors. Today, it’s an absolute necessity.
If you think content is just there to fill up your web pages, you’re mistaken!
Producing consistent, high-quality content is one of the most effective ways to build your brand recognition, increase audience engagement, and drive sales.
Great content is still relevant in 2022.
Have you heard the phrase “Content is king”? The content is king quote was first coined by Microsoft founder Bill Gates way back in the 90s.
Over 20 years later, content remains “king.” Content marketing is the way of the future. It has been for quite some time and will stay relevant for the foreseeable future.
You need a killer content marketing strategy to give your business a major boost this year!
My name is Stephen-Twomey, and I’m the chief marketing officer of Kennected.
This blog will talk about how to use keywords, headings, titles, and descriptions to help your content marketing strategy attract and keep readers and how to be found in search results.
Is Content "King?"
It sure is. Content can bring new customers to your business, and encourage them to stay.
It can warm up potential leads, help you to make connections, and deliver sales, even in the toughest economic climate. And we don’t just mean written material like blogs.
Content in all formats – whether an infographic or a video – is an essential piece of a marketing strategy.
Uploading your content without a clear strategy is doomed to disaster. You want potential customers to turn into loyal customers, gluing them onto your products.
You want a mouthwatering retention rate. The jewel of the crown is your content marketing strategy.
What Is A Content Marketing Strategy?
A content marketing strategy is like a roadmap for your digital marketing. It’s the solid foundation for creating, publishing, and optimizing your content.
See the content strategy as a well-thought plan in which you elaborate your business goals and how you will achieve them.
It’s how you will determine what information you’ll share where, when, and how — targeting your ideal audience.
Content marketing is a popular and useful way to get your brand noticed.
In the shortest and most direct description, content marketing is a marketing strategy that focuses on creating and sharing consistent and relevant content.
This content is valuable and gets people engaged, keeping current customers and targeting a wide, new audience.
Questions To Consider
There are many questions to answer before beginning a content marketing strategy:
Who are our content strategists?
Who are our content creators?
Who are our content reviewers?
Who are our content marketers?
Who are our content marketing analysts?
How are the content themes and subjects determined?
What types of content (e.g., blog posts, white papers, landing pages, or videos) do you create? And what unique step(s) does each type require?
At what cadence is the content released?
How are the content deadlines determined?
Where, when, and how is the content promoted?
What type of project management style (e.g., agile) are we adopting?
Content In The Sales Funnel
For every stage of the customer journey, it will be wrong to say that content is just for acquiring new customers. It helps you at every touchpoint along the customer journey.
If you know the sales funnel, you know that content is crucial at every phase from start to finish and even for customer retention and attracting them back for repurchases.
Why Is Content Marketing Important?
As a content marketer, you already know that the quality of your content is vital for drawing in your target audience, eventually turning them into buying customers.
Content marketing is critical to any digital marketing strategy; without web content, you have no assets for your SEO strategy, social media marketing, email and SMS marketing, or digital advertising.
Plus, 86% of people skip video ads, 44% ignore direct mail, and 91% unsubscribe from company emails.
But if that’s not enough to convince you, here are some stats that you can’t ignore:
Content marketing produces 3x more leads than traditional marketing
Content marketing costs 62% less than traditional marketing, according to the Content Marketing Institute
Content marketing’s conversion rates are 6x higher than other marketing methods
There’s only one way to write web content. The right way.
And while you could just free-associate all over your blog, you could also develop a content marketing strategy that aligns with your core competencies and provides the backbone for everything you do to promote your brand.
With the web content you create, you inform, engage, inspire and empower your prospects and customers.
You leverage that digital content on your website and with your emails and social media posts — and the content generated by your customers and influencers — to deliver targeted messaging and experiences.
Develop Your Brand Story
If you haven’t created a brand story already, you’re late. Figure out what your story is, and how to tell it. Start by asking:
Why and how were we created?
What are our core values?
What is our value proposition?
What value do we provide consumers beyond our product/service offerings?
What makes us special or unique?
What is our brand personality and voice?
Stand For Something
The content economy has never been more crowded, and when standing out from the noise, many advertisers rely on thought leadership heard.
You can achieve this by carving out a niche or owning the conversation around a salient topic in the news cycle. Ask yourself:
What makes your brand different?
What does the brand stand for?
What are its ethics?
What are its values?
Are those reflected through your brand?
Establish Your Content Marketing Goals
To ensure a clear direction for your content marketing strategy: Define goals that are specific, measurable, achievable, relevant, and time-based (SMART).
Start with your overall business goals, proceed to your long-term strategic marketing goals, and conclude with your content marketing and campaign-specific goals.
Identify the digital marketing KPIs against which you’ll measure your content’s performance. Outline your expectations for each stage of the customer lifecycle.
Define Your Target Audience
You could employ the world’s leading content marketing strategist and digital content creator and still fall flat if you don’t identify — and disseminate content to — the right audience(s).
Content marketing is as crucial as content creation. It reaches the target audience and ensures a steady flow of viewers who will resonate with your content.
It helps you recognize the best sources for generating leads.
Once your content reaches an appropriate audience, it will automatically generate quality leads that may get converted into sales and profits.
Perform Market Research
Effective research helps you classify your target audience and help determine their pain points and specific needs.
Establish Customer Obstacles
As part of knowing your audience, you will also identify all the pain points and obstacles they face. You can use this information to create context and directly target your audience.
By knowing what motivates them to go through with buying a product in your industry, you’ll know how to convince them to buy from you.
Appeal to consumers’ emotions by demonstrating empathy, transparency, consistency, and authenticity across your digital content to develop customer relationships that provide value for years.
Pick A Content Management System
A content management system (CMS) is software that helps you create, manage, personalize, and modify your web pages to optimize for maximum conversion.
CMS is about content creation, content publication, and content analytics.
When you finish prepping, it’s time to get creative and create content! Before putting pen to paper, have a clear idea about your brand voice and brand tone.
Always speak your customer’s language!
Furthermore, you must write engaging content that adds value to the reader, or else they will quickly abort the mission and search for the next best post.
According to the Content Marketing Institute, 61% of online consumers in the U.S. decided to purchase after reading recommendations in a blog.
Improve Your SEO
Google and other search engines regularly crawl websites to evaluate whether they provide a good value to the end-user.
Adding strong content with related keywords to your site will give the search engines a clear idea of your business.
This makes it more likely that your site will appear higher in the search engine results.
Consistently adding content also gives the search engines a reason to re-crawl your site, improving your SEO.
You have to do it in a professional and well-written way. You don’t want to spam people with your SEO content; that will just put them off.
This content strategy may be complicated when you’re just starting with your business and don’t have enough existing content.
In that case, just add relevant links whenever a new piece goes live.
When you’ve optimized your content, you will increase the chances of your content getting ranked high in search results and reap the rewards from ensuring your content is king.
It’s important to remember that it can take a while to see results from your content marketing efforts, especially when it comes to SEO.
However, if you stick with it and do it correctly, you will see results.
Content In Your Search Engines
For SEO, content is the holy grail of search engine optimization marketing. Great content can last forever online, continuing to deliver benefits for years.
By boosting SEO through content, you increase your chances of a potential customer finding you among millions of websites.
SEO can be tricky, but you can tell the search bots that you are the perfect answer to the search query with relevant keywords.
Use keywords on your website and social media. Use relevant hashtags on social media posts.
What’s A Content Audit?
Ask yourself: “Do I know in detail which of my content performs best?” If the answer is no, you may want to conduct a content audit.
A content audit provides you the insights about:
How your content is (under)performing.
What your audience likes and dislikes are.
Identifying where your content needs to be updated.
Whether your pages are SEO optimized.
Identifying new SEO opportunities.
When you execute a content audit, you log all your content pieces, such as blog posts, guest posts, videos, newsletters, podcasts, etc.
Once you identify the level of success and to what extent the content is valuable or not, you can then identify and close some of the possible content gaps.
Social Media Posts
Chances are, not every available channel will be a perfect fit. Much depends on the characteristics of your audience, your marketing objectives, and of course, your budget.
It all demands a strategic approach and the gathering of specific information. Here are a few questions to ask yourself:
Which channel generates the most conversions?
What channels are my competitors using, and how often are they posting?
Is my focus on text or visuals?
Do I have the time to engage on multiple channels?
Frequently, a brand will work with a third party to help create context, such as social media influencers.
Influencer marketing is a great way to promote services and brands more organically.
For example, the Swedish watch company Daniel Wellington has worked with influencers for quite some time. That’s how it could become a $200 million business.
If you want to get noticed by people, you need to have some video content to entice your audience. However, you should not only have advertisements in video form.
Give your audience some entertainment and information as well. Show them how your product or service works or how your brand is part of the community.
Once you’ve finalized your content plan, you can create your editorial calendar.
Use the project management software you selected earlier to build out a master calendar and the timeline for each campaign, project, and assignment, assigning all roles from development to approval and from distribution to monitoring, analysis, iteration, and optimization.
When you lack solid content planning, the chances are that your consistency in uploading new content goes down the drain.
Therefore, having a content calendar (or editorial calendar) will be one of the essential items in your content marketing campaign toolkit.
It will be a ‘live’ document to be used by your marketing and content team. A content calendar schedules your content and is a practical way to document where and how it is published.
For example, which social media channels and type (spoken, video, and written content) will you publish on.
Never underestimate the strength of storytelling when the messaging is less concerned with hard-selling a product or service.
Look instead to provide information (or entertainment) as a resource to audiences while positioning your brand as a thought leader or tastemaker in your respective space.
Craft a story, not a sales pitch. Allow journalistic principles to guide your content marketing.
Tell the truth, don’t purposefully deceive, and tell a story rather than solely selling a product or service. Refer to research and reporting where it makes sense to.
Strengthen Your Customer Relationships
We all know it’s easier and less expensive to retain your current customers than to find new ones.
The good news is that content marketing can also help nurture your current client relationships.
Creating content relevant to current customers will increase brand loyalty and strengthen your relationships.
To make sure your content is king and serves its important purpose, select topics that will interest your audience and create a connection with them.
Focus on their interests, pain points, and challenges. If your audience feels like you understand them, they’ll want to support you.
This gives you the opportunity for repeat sales, cross-selling, and up-selling.
To take advantage of this, consider sharing content like:
Product or service feature guides
Information about upgrades
Advanced features or updates
Answers to frequently asked questions
Information about how to solve common product problems
This will help show your current customers that you understand their needs and haven’t forgotten about them. In turn, they will continue to feel loyalty toward your brand.
This makes it more likely that they’ll be a repeat buyer, but they’re also more likely to recommend your business to others.
The customers want reasons to buy your product.
Your content is crucial for this conversion process, and it has to focus on giving customers a clear reason why investing in your product is the best thing to do.
Provide Valuable Content In Digital Marketing
What you have to offer determines if the content is valuable content. People have to know that your brand is reliable. You need to give your audience content that speaks to them.
Your audience must feel like they learned something, or feel more fulfilled and entertained after seeing your content.
And create content that complements any other marketing methods that you may be using.
Enjoy Excellent ROI
Done correctly, content marketing will drive a greater volume of quality traffic to your website. This will result in greater brand awareness, quality leads, and more sales.
A strong, well-thought-out content marketing strategy helps to level the playing field. It enables small businesses to compete against much larger ones when done correctly.
Traditional Marketing Strategy vs. Content Marketing Strategy
Traditional marketing strategies push your promotional message out across social media, print, direct mail, and even TV or radio.
However, content marketing takes the opposite approach. Instead of the in-your-face ads that say, “Look how great we are!” you provide information that your target audience needs.
No Rest For The Wicked
Remember: the work of a content marketer is never over.
In between content development, your team should be glued to Google Analytics, tracking what works and what doesn’t and then iterating and optimizing what you have.
Encourage your whole team to become involved in content planning and, if they’re game, content creation.
Remember, you don’t have to be a writer to create killer content – there are dozens of different formats which will work just as well.
Hop-On The Kennected Train
According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.
If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).
So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.
This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.
Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.
So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.
In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.
And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.
Want to see how it works?
Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day!