By Ryan Velez
Maybe you have a content marketing strategy already in place for your business. Perhaps it’s something you want to get around to but don’t have the time or expertise. Perhaps it’s a concept you heard of in passing. A recent article from The Network Journal not only explains its value but how you can put together a game plan for good content marketing right now.
The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” This can make several different forms, which we will get into in a bit.
Part of the reason why content marketing has become so popular is the fact that it can aid your business in several aspects at once. One is drawing new customers and building a reputation for your business. If you take the time to implement quality content, customers who weren’t necessarily planning on using your business may visit your site or even share it. On top of this, you come across as an authority in your field, giving customers confidence. In addition, rather than a replacement to SEO, it is an extension of it. Many content marketing experts use SEO principles, like strategic keywords, to rank higher on search engines while informing readers.
However, you can’t go half-way if you want to get the most out of content marketing. When you find a partner or produce content on your own, planning how to roll it out is just as important. Create an editorial calendar to keep track of holidays, sales, and other times where your business may draw customer attention. In addition, a calendar will help make sure that you are regularly putting out new content, letting the customer get used to your brand voice.
Looking for things to put on your calendar? Two of the most basic aspects of any content marketing campaign are going to be blog posts and social media posts. Blog posts are great because they allow you to consistently put content out, but be sure to keep in mind seasonality and trends when you put them out. Blog posts are great for responding to trends—take advantage of it! If you want to expand your offerings a bit, larger content like e-books is a great way to convey your expertise in a certain field. If you do put one together, consider asking for an email address in order to access it. This gives you a way to get interested customers into your email marketing stream, giving the potential for repeat interaction.