Set your goals
Objectives and goals should underscore every aspect of your content marketing strategy. You need goals that align with the business and specific goals for every piece of content you publish. For example, do you want an engaging blog to drive market share, brand authority, sales or search engine rankings? Defining these goals from the outset will give you a better chance of creating and optimising content that can deliver meaningful results.
Use keyword research
Consumers want value from your content. This is where keyword research comes in. By analysing the first page of SERPs on Google and Bing, you can find keywords that are working for competitors in your industry. These search engines will look favourably upon your content if it is engaging and highly relevant. Keyword stuffing is no longer a viable method – always focus on the user and what they want and need.
Now that you have the tools to tackle content, it is time to define a schedule and book in some publication dates. Digital content marketing is a bit like a puzzle. There are so many mediums, formats and channels to leverage, and you need to find the best mix to achieve certain objectives. You could segment articles and general copy so that it is easier to read on mobile and desktop, or interlink between blogs and product pages to increase page authority. There are numerous options, so take the time to plan your resources.
You may think that the hard part is over when content has finally gone live, but now you have to track metrics and data. Content measurement is crucial for linking to those goals set out earlier. Set up a monthly report on Google Analytics so that you can get clear feedback on how your content resonated with audiences. Recommended metrics for content analysis include time on page, conversion rate and bounce rate.
Refine and evolve
Content marketing strategies cannot stand still. You need to use data to make changes to future strategies and campaigns. For example, if you are seeing high bounce rates, then consider including a compelling call to action or something that will push a buyer to continue their brand journey.