⏰ 9 mins read
Are you a marketing person who is tired of reading and testing every “amazing tip” for your strategy, and still having no valuable results? Why not just try simple yet practical methods to easily structure an effective content strategy, without needing any prior knowledge or skills?
Having an effective written set of goals is one of the most important things to keep in mind when establishing a content strategy. Studies suggest that 6 out of 10 successful companies follow a well-documented content strategy, which means if you do not have one, your success is at risk by 40%.
|According to research, while more than 76% of companies have some sort of content strategy, about 68% don’t have a documented one. A 2018 report from content marketing institute shows that 59% of the most successful marketers have a written and well-reviewed content strategy.|
A written content strategy actually helps to organize your entire content production and at the same time empowers your sales & marketing department to attract more leads in less time, which simply means more customers, more profits, and faster growth. So, whether you are new and just implementing a content strategy or you want to spruce up your current one; these tips and tricks will help you establish a better content strategy and the content within it which will generate more traffic to the website.
Method 1 – Do your Research
Knowing your audience and what they require is a pivotal step in building up a content strategy. Having an ample amount of research regarding your customer base will help you determine the kind of content they are looking for and it helps your content creators focus more on such content. If you are not able to gather enough information about your target audience this simply means you are not ready for devising a workable strategy. You can try asking following questions from yourself and you can still get somewhere:
- Where do my customers live and how old they are?
- My customers trying to reach out to me, am I listening to them?
- Are my customers educated or specializing in a particular subject?
However, you can still gather at least the bare minimum of information from the standard resources. Want to go in detail? Read below.
Demographic data is the easiest type of data you can collect by utilizing the tools that are capable enough to extract a variety of information from a website. Google has done enough courtesy by empowering us with its amazing service called Google Analytics, which is a great way to get analytical data. This will give you the age, gender, education, and income of your website visitors. You can then drive content explicitly targeted towards them. You can get analytics of almost all social media, including Facebook and Twitter. Doing so allows you to get more in-depth data on your followers and the type of consumer your page attracts.
Another way of getting information about your audience is through customer feedback. Surveys or reviews can be a great way to understand how they are reacting to your content, what you can do to improve and address any questions or concerns they may have.
You can combine the demographic data along with the feedback to create buyer personas. These are essentially profiles that represent your customers. You can use them to learn more about your customers using their methods. It will then better enable you to create content that they will resonate with.
Hubspot has an excellent tool that you can use to create buyer personas.
Method 2 – Schedule a plan of action and goals
The failure of strategies is mostly when you do not have a plan of action to support it and people in charge just know what to do, and if they are not there – boom! Your content production either ceases or starts malfunctioning. Your content strategy should be designed in a way to run by the established system, so that any person in charge can instantly plug into the system and run the content production like before, without disrupting any of the operational or functional processes. A plan should address the following key areas:
- Creation process and frequency
- Upload process and frequency
- Management process
- Update process and frequency
There are millions of blogs that have been created and are competing with each other to gather traffic to their page. According to a survey conducted by Technorati out of the 133 million blogs in their index, only 7.4 million of them have been updated in the last 120 days, and only 1.5 million have been updated in the previous week. This means that more than 94% of the blogs have been left or not updated frequently enough. This is due to an ineffective or no content strategy in place.
What does establishing goals accomplish?
By establishing the goals and plans of your website, you increase the likelihood that it will succeed. Having a mission statement certainly helps some companies focus on what’s important. If you have a comprehensive plan that determines the day to day function of your company that can also help motivate the content writers and determines their priorities.
Why is social media engagement so important?
Many of the common goals focus on improving revenue, generating more sales, driving more traffic and increasing social media engagement. Each of these goals brings their benefit to you in the long run.
Social media engagement is perhaps the number 1 source of generating revenue. A survey conducted in 2015 found that about 85% of small businesses rely on word of mouth to get their audience. Along with that, 91% of companies use more than 2 social media channels to spread awareness of their business. Since most of the industry relies heavily on people recommending it to each other, it is best to get your brand out there. By increasing the platforms, you are available at; it increases the chances of it getting noticed and in turn generate more traffic to your website and increase revenue.
Method 3 – Consistency in content
You will also have to make sure that you are posting enough content daily or weekly which brings back your audience to your website. Posting one piece of writing every week or so will not be able to compete with the other websites posting 2 to 3 articles each day. Your writing is bound to get lost in the vast amount of content out there. Thus, it is vital that you post content consistently which will keep the revisiting audience pleased. Posting 3-5 times a day is ideal for the maximum growth of your website. Researching the latest trends will help you find current topics that your audience might be interested in.
|You have to remember, though, that the sheer amount of content will not help you if the content quality is not up to par. Having consistent quality content is what will keep your website relevant and divert the audience towards your website.|
Method 4 – Keep up with your competitors:
Not staying in touch with what your competitors are doing is no longer a viable option if you want to stay ahead of the curve. This does not mean that you copy your competition and what they are doing. An easy way to find who your competitors are is by going on google and searching your keywords; the top 5 websites are your competitors. You can then visit their website and look at their content; find keywords and then use these keywords to create your own content. The keyword planner is one of the best tools available to provide you with keyword ideas and traffic estimates of your webpage. Google trends also help you get ideas by letting you know of the trending topics and the most searched keywords at that time.
Many businesses use ranking tools which lets them see their own ranking against their competitors in terms of the keywords they are using. This will help you optimize your own content and you can find what aspects you will need to work on.
Since there is so much content being produced at one time, it is difficult for an average person to find your content. Keywords are a great way to help with finding the content. Keywords will allow the reader to filter through what they don’t need and direct them directly to your page if that is the type of content they are searching for. 95 % of people don’t bother looking through more than the first page for their search results. However, the important thing to note is not to overdo the keywords. While it may make it more likely for your content to be found it will decrease the quality of it. By stuffing unnecessary keywords, it will make your writing difficult to read and understand. This will in turn not make them want to revisit the page.
Monitoring your competitor’s social media is another way of getting to know your competitor’s engagement. You can see through their social media what topics they are using and how their audience is reacting to them. There are many tools available that can help you set up streams for multiple businesses that you may want to keep up with.
Don’t use illegal methods:
While it is important to keep up with your competitors, also keep in mind not to go through any illegal channels to undermine your competition. They are what keeps you motivated to do better with your own content.
Method 5 – Learn and adapt:
Content writing is an ever-changing market. You should always be prepared to adapt and evolve your business model to suit the changes. Learning new ways to strategize and getting new analytical techniques is the best way to keep moving forward. You should always be aware of any changes in the Google algorithm, as your content ability to reach the audience depends entirely on this algorithm. If you find that your changes are not bringing in the same traffic or not getting a positive response, don’t quit. Change it instead. It will never be easy to find the perfect strategy on the first try. And what suits someone else may not work for you. Keep changing your strategy, evolving your content, and the audience will never get tired of you.
Method 6 – Content Curation and Optimization:
When you have to churn out about 5 to 10 articles a day, it seems impossible to get high-quality pieces. But what most people don’t realize is that not all the content is brand new. A survey conducted in 2012 found that 76% of the content posted on social media by marketers is curated content.
You are then producing new and original content and generating more traffic to your website. The webpages you may link in your content may also share your content on their pages if they think their readers will like it.
Some things to notice when creating curated content is to research the webpages you are linking on your own webpage. Make sure they are authentic, high-quality content since their webpage will be a reflection on you. You want to make sure it upholds the same quality as your website. The relevance of links is also important. Make sure anything that you link in your content is about the same topic you are talking about. Overstuffing will only confuse and irritate readers.
Using these methods will help you make and implement an effective content strategy that will not only attract readers to your website but make them your regular audience. Be sure to mix up the strategy every once in a while, add new ideas and replace the old ones that aren’t giving you the desired results. Every website and business is unique and you must try until you get the perfect content strategy for your website.