Content marketing strategy must focus on generating value for a business ‘s personas .
Digital marketing has transformed the way the public relates to companies, products and services. This made companies have to look for new marketing strategies , and one of them is the production of digital content .
No time to read? Want to rest your eyes a little? Press play and listen to the narration of this article!
What is content marketing?
Content marketing focuses on producing content that is relevant to a target audience and attracting them to your business.
The content you produce must be beneficial to the people who read it. This means that your content should not only be focused on promoting your products and services, but on offering free and applicable information to your customers.
As a user is attracted to your content, he starts to relate to your company.
For this to happen satisfactorily, your team needs to keep in mind who the persona you are talking to is. Only then will you know what to say.
Create a content marketing strategy in 5 steps
Small and large companies can benefit from the step-by-step guide to creating a content marketing strategy. Follow up!
1. Identify your personas
We talked about this above, but it’s important for you to know that this should be the first step in a content marketing strategy.
Persona development facilitates effective content creation.
It’s nearly impossible to generate relevant content without knowing what your ideal buyer’s behaviors, interests, and needs are and what your business can do for them.
Want to learn more about your business personas? Access the video below:
2. Set goals
Your content marketing strategy can – and should – be goal-based.
These goals can be plotted based on current results, for example, increase lead generation by 20% within 3 months.
With this goal in mind, your SEO company must create ways to convert users into leads.
In this case, the content strategy may include:
- creation of landing pages ;
- ebooks;
- webinars;
- infographics and more.
With the objectives outlined, you will be able to create a strategy focused on generating valuable results for your company and on solving problems and waste .
To know where your company can improve, what to optimize and how to take advantage of opportunities, we advise your team to keep an eye on metrics such as:
- Bounce rate;
- Time on each page;
- conversion rate of visitors into leads;
- channels that generate more traffic and qualified traffic;
- Ranking of content pages within search engines and more.
- Some you can quickly extract by creating an account and analyzing key Google Analytics metrics . Start there.
3. Use content to attract, convert and nurture a lead
Within an Inbound Marketing strategy, attracting a visitor is just the first step of a whole process that will lead the lead to purchase.
These steps make up what is called a sales funnel .
By understanding all the steps that a user goes through to purchase a product or service, your team will be able to create a content marketing strategy that helps the lead advance through each step.
Developing a consolidated email marketing automation strategy to nurture the lead throughout their buying journey is one way to help move them through the funnel. This will make the content hit the target.
Also Read :How do search engines contribute to digital marketing?
4. Use keyword research tools
Using tools like Google Keyword Planner and Google Trends will help your team understand what personas are searching for and thus generate content to respond to those searches.
This practice is fundamental for SEO tactics and for generating insights into the content to be developed.
5. Test different types of content
Of course, you need to learn how to write blog articles , however, in a content marketing strategy it is essential to test different content formats, such as:
- audio content;
- video;
- publications on social networks;
- infographics;
- books and more.
Generating diverse content will help your business deliver more and more value.
Do you still have difficulties organizing and feeding your blog with the frequency defined by your team? We have prepared an article on blog content calendar that will help you produce quality material and with the desired frequency.
Access and start differentiating the types of content you offer in your strategy.
With the aim of growing a business
In a content marketing strategy it is important to learn how to set and achieve well-defined marketing goals.
As you track your digital marketing metrics , and understand the results of your content marketing strategy, you’ll identify what’s working, what’s not, and what deserves to be optimized.
As already presented, content marketing strategies aim to convince and convert the user through content, for that it is not enough to write.
To help you learn how to move the user through all stages of the sales funnel , we suggest you also read Vooozer’s exclusive content, “Top 5 Copywriting Techniques : Content That Convinces and Attracts”.
Have you ever thought about using an audio narration along with your text content for your blog? Did you know that 73% of people can’t read everything they want on the internet?
To reach this audience, it is necessary to invest in formats that make content available in an easier way so that they can have access during work, on the way to the office or even while preparing food on the weekend.
Vooozer helps you capture and engage leads with audio posts so you can increase your sales. Still not sure if this strategy can help you? We have some interesting cases such as the results of Digital Results and Rock Content , references in the market that adopted our methodology and had valuable gains in digital engagement .
