Developing an Effective Content Marketing Strategy

Author -  Karen Mills - Design Director

Content marketing is becoming a buzzword in online world. We have to give credit to Google for that. The constant tweaking of their algorithms actually paved the way for content marketing to become so popular in a short space of time.

It even surpasses other forms of marketing when it comes to marketing budget spending. In a report by Custom Content Council custom content spending and distribution rose to $43.9 billion in the US in 2013. It's a compelling growth of 9.2% over last year.

As part of an online audience yourself, you will have noticed an increase in the quality of online content. Both big names and start-up companies are churning out outstanding content. Even spam blogs used for backlinking are starting to use human generated content that is readable and sometimes even good.

No question that content has become a really powerful tool for marketing. However, there is a problem. Businesses are integrating it into their marketing strategy but are not always accomplishing what they set out to do. So how can you maximise the power of content marketing? Where do you start?

Well, here are some steps to help you develop an effective content marketing strategy.

Set Well-defined Goals and Measure Them

Do you ever ask yourself why you creating content in the first place? There is always a purpose as to why you are creating content and that should be the anchor to keep you grounded and focused.

These goals could be:

  1. Lead generation or prospecting
  2. Lead conversion
  3. Customer engagement, retention and loyalty

You don't just stop there. What's the purpose of the above stated goals if you do not know whether they are helping your business or not?

So the next step is to measure these goals. What should be your metrics in determining whether your content marketing strategy is effective?

The best metrics are those that will have concrete and tangible results. These could be:

  1. Increase in sales and revenue
  2. Increase in number of customers or subscribers
  3. Lower capital expenditure or marketing overhead cost

Create an Audience Profile

Setting goals and measuring your performance is just the beginning. The next step is to create an audience profile.

This can actually be a tricky task. Even if you have thousand of subscribers, each of them is unique. So you have to do a lot of research but by being able to create an audience profile, you can target different groups and niches within your audience.

The necessity of audience profiling in this case aligns with the ultimate end result that you want to achieve. You are asking your audience to act. This means that after reading your content, you want them to buy something from you, use your services or spread the word and share your content.

In creating an audience profile keep in mind the following questions:

  1. Who is your audience?
  2. What are their needs?
  3. What do they have in common?
  4. Why do they bother to go to your site?

These questions are crucial because they serve as a guide for content writers to determine properly whom they are engaging with. Your content will be more relevant and effective this way.

Jumpstart Your Mission Statement

Getting to this part is quite an achievement because it means that everything has been set in proper motion and the only thing lacking is the content.

The mission statement tells everybody what you stand for. This is firmly grounded on the core audience, what you will deliver and what will be the benefit to them. This is what you set out to do and what you believe in. All your actions therefore must be veering towards this mission.

Do you want help to develop your own effective content marketing strategy? Contact Labyrinth today!

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