Content marketing is a highly effective marketing technique that can deliver excellent results. Compared to traditional marketing, it’s a better way to drive sales, save costs and attract loyal customers.
In this article, you’ll discover some great tips to help you along your content marketing journey.
But before we move on to the tips, let’s first define what content marketing is and what advantages it brings.
What is Content Marketing and What Are its Benefits?
According to Content Marketing Institute, content marketing is basically a form of marketing that focuses on creating and distributing valuable content in order to attract, engage, and ultimately convert a target audience into paying customers.
So instead of directly selling your products or services, you help your prospects and customers solve their problems by providing them relevant and helpful information.
Benefits of content marketing include:
- Boosts brand visibility and awareness
- Helps nurture meaningful relationships with your audience
- Prospects and customers will trust you
- Great way to build authority and credibility
- Effective way to generate traffic and leads
7 Top Content Marketing Tips
Without taking any more of your time, here are seven tips to help you become a better content marketer.
Have a Content Marketing Strategy in Place
Content marketing needs a strategic approach. You cannot just start creating content and distributing it online without a plan in place.
What business goals are you trying to reach using content marketing? Who is your target audience and what type of content do they prefer? How will you gauge success? What resources do you have to support your content marketing efforts? All these are questions you should address in your content marketing strategy.
Understand Your Target Audience
In content marketing, your target audience are the people who may be interested in your marketing message. For you to achieve your content marketing goals, it’s important that you understand who you’re targeting.
Make an effort to know what their content preferences are, their preferred communication channels as well as their typical online behaviours. Here’s a great guide on how to analyse your target audience.
Publish Valuable Content
Valuable content is basically content that speaks to your audience, keeps them engaged and helps solve their problems. Once you understand your audience, you’ll be able to identify what their pain points are and what questions they seek answers to. You should then address these in your content.
If you’re blogging, try and publish lengthy, in-depth content that comprehensively covers the subject you’re writing about. Before you publish your next piece of content, use this checklist by Content Marketing Institute to ensure it meets the 5 benchmarks of valuable content.
Promote Your Content Widely
Many people who are new to content marketing think that all they need to do is publish amazing content and then readers or viewers will flock in. Unfortunately, it doesn’t work like that. At least not when you’re just starting out.
Since the internet is a crowded place, you have to make your content find its audience. There are many ways to promote your content, including leveraging influencers in your industry, commenting, guest posting, content syndication, emails, social media and many more.
Analyse & Better Your Competition
To speed up your content marketing results and get an edge over your competition, you’ll need to do a competitive research.
Find out what’s been working – or not working – for your competitors. This will help you discover opportunities for improvement.
Use a tool like BuzzSumo to see which of their content has performed best, who’s been sharing their content, what keywords they focus on, who links to them, where their traffic comes from and so on.
Use a Content Calendar
A content calendar is a powerful tool for planning your content marketing activities. It is a good way to look at the goals you want to support, the resources you have, the user personas you’re targeting and how your content is distributed across the time-frame you have in mind.
To get started, you can find free templates online to use or you can use Google Sheets. Besides, project management apps like Trello or Google Keep are another great option to use.
Measure Your Content Marketing Efforts
Measuring content marketing ROI can be a bit tricky, especially if you’re just starting out. For example, how do you measure brand awareness? Or how do determine which factors led to a conversion?
Depending on your content marketing goals, you may need to know which online channels bring clicks to your articles, which of your articles convert readers into leads, and which leads convert into paying customers or clients.
Pay attention to metrics like website traffic, generated leads, conversion rates and sales. Once you gather substantive data, you’ll be able to make decisions on what’s working and what needs to be changed. A web analytics tool such as Google Analytics should help at this stage.
Content marketing is valuable for marketers and businesses. It brings lots of advantages and studies have shown that people prefer interacting with content rather than being bombarded with adverts.
Besides, content marketing is less expensive than traditional outbound marketing yet it drives six times higher conversions.