Over the past 15 years, content Strategy (then called inbound marketing) has gone from a fringe strategy employed by a couple of forward-thinking companies to the quality procedure for the bulk.
In 2021, 73% of B2B marketers had a content marketing strategy. another company used content marketing but without an overarching strategy.
This rise in popularity has contributed to an enormous influx in competition for the eye of consumers online.
WordPress blogs alone contribute over 2.3 million new blog posts every single day.
To stand call at the flood tide of online competition, you can’t just write and publish content willy-nilly. you would like a technique.
In this article, we’ll break down how you’ll come up with a digital content strategy that will build brand awareness, attract traffic, and drive sales in 2022 and beyond.
What is a digital content strategy?
A digital content strategy outlines your business goals, audience, voice, content types, and more and makes sure you create, produce, and promote content that will contribute to your bottom line.
It encompasses all organic digital marketing channels, like social media, SEO, blogging, video marketing, podcasts, and more.
Why you would like a technique for your digital content
It’s not that tough to write down a blog post every now than once you desire it. But it’s extremely hard to consistently create content that ranks in search results, entices your ideal customers, and drives traffic and sales.
Without the proper strategy, you’re just adding extra bytes to your server. You’re not creating value for your business or your customers.
The second most commonest reason businesses gave for failing at content marketing in 2020 was strategy issues. 51% of companies that struggled to drive results with content marketing highlighted strategy as a primary problem.
With ever-increasing competition, it’s harder and harder to urge meaningful results out of organic content campaigns.
You need the proper approach, content types, voice, and overall strategy built on a transparent understanding of your customers to succeed.
Next up, we’ll cover exactly how you’ll develop such a technique for your very own company.
How to create a digital content strategy that works for your company
In this section, we break down every step you would like to require to make your very own content strategy, including defining your audience, setting goals, and more.
Define and research your target audience(s)
You can’t come up with an honest strategy for your content marketing efforts without understanding who your ideal customers are.
You need a transparent idea of where your audience hangs out online, what sort of content they like, what voice they wish to engage with, their most vital needs and problems, and more.
The best thanks to exploring these aspects is to make customer personas for your business.
To do this, you’ll either:
Examine customer data and explore their social profiles.
Use tools like Facebook Audience Insights to ascertain what your customers do online.
Hold customer surveys or interview individual customers that represent different segments of your audience.
The bare minimum you ought to fill out is age (based on a general range), job title, typical problems, and wishes, what channels/content they engage with, and where you’ll help.
Don’t be afraid to make multiple different personas. you’ll have completely different customer segments that are equally important to your business.
For example, students completing a project during Covid and business executives both use Zoom to rearrange meetings.
Set clear goals supported performance and customer needs
Next up, it’s time to spot your content marketing KPIs (key performance indicators). KPIs are metrics you single-bent measure the performance of your content marketing efforts.
Here are a couple of examples:
Organic conversions (leads and sales)
No. of organic visits to your website
No. of keywords that you simply rank within the top three SERP (search engine results page) results
Engagement (likes, shares, comments)
Domain authority (long-term priority)
Many of the higher-level goals are directly associated with program optimization (SEO). That’s because content marketing features a strong symbiotic relationship with SEO.
A great content marketing strategy will help boost your SEO rankings, and great SEO will assist you to maximize your content.
If you’re also writing content to nurture and help onboard existing customers, you’ll want to line goals like:
Reducing the typical daily number of help tickets — especially concerning onboarding.
Increasing the typical adoption rate of your product among new freemium users.
Find the proper medium/channels to distribute your content
Where do your customers already consume content? What media format do they prefer?
These two questions should be your Polaris in making decisions about channels and medium.
One interesting development that’s happened over the past few years is that YouTube videos aren’t just effective for building audiences (though they are doing an honest job at that). Because the users in some niches prefer video for several search terms, they will even be Google’s preferred content format.
For content within the DIY niche, Google tends to point out multiple videos, the highest one complete with time stamps and everyone.
Plus, 73% of consumers in 2021 said they might prefer watching a brief video of a few products instead of reading a post.
Keyword research can assist you to understand the intent behind the phrases your ideal customers usually look for.
That can include things like preferred content format and be a crucial part of making a final judgment.
You also got to decide which social media platforms you ought to specialize in. For B2B-focused content, LinkedIn might add up, whereas, for an indoor design agency, Pinterest is the obvious choice.
Focus on a couple of clear topics associated with your ideal customer
In the old days of search, backlinks — links to your content from other websites — were the first ranking factor, and Google mainly considered the entire number every page and website had.
Today, Google tries to gauge “Topical Authority,” or how trustworthy your site is on a selected topic.
The thanks to building your topical authority are to urge backlinks from sites and articles associated with a selected topic. for instance, if you get links from American football websites, Google trusts your site once you publish content about the NFL.
If you tried to rank a refrigerator review, however, you wouldn’t have much luck. So that specializing in one topic has clear benefits for search.
It also means a cohesive experience for your audience. By covering equivalent main topics — like various challenges associated with weight loss — you’ll continually deliver value to your ideal customer.
Come up with a content differentiation factor
If you only churn out blog content or videos that blend in with all of your competitors, you won’t strike a chord together with your audience.
They won’t care enough about your content or brand to specifically seek you out as a trusted resource.
That’s why you would like to return up with a “content differentiation factor.” A CDF is essentially a concrete factor that helps your content stand out from the gang.
To develop a CDF, you would like to look at what your competitors do and where they come short.
Is competitor content mostly dry and boring? you’ll stand out by adopting an off-the-cuff and fun voice — provided that’s acceptable in your industry.
Do competitors fail to require a meaningful stand on issues in your industry? you’ll stand out by being public about investing in — for instance — better recycling for your product’s packaging.
If your competitors’ blogs and websites are completely anonymous, you’ll build up writer personas and highlight staff members.
A CDF can be anything if it helps your target customers resonate more together with your content.
It also helps you develop content ideas that interest your ideal customers.
Do strategic keyword research supported customer insights
Once you’ve found out high-level concepts like customer personas and your CDF, it’s time to plan the particular content pieces that you’ll create.
The best place to start is with keyword research. There are two main approaches here — you’ll either manually explore Google or believe professional SEO tools.
Search for top-level industry keywords in Google, and explore autocomplete, “People Also Ask,” and related searches.
Use SEO tools to explore keyword ideas associated with your top-level keywords.
Keep in mind: you don’t need to only believe one approach. you’ll start exploring ideas in an SEO tool and also check out the search intent and related searches directly in Google.
Plan your content so that it all complements one another
Without a reliable content plan, you’re probably not getting to get any consistent results. the simplest approach is to style an overall plan where every content piece complements another.
Two common strategies to realize this:
The content pillar strategy: Focuses on building up a couple of core pieces of content — like segment-specific landing pages — and only publishing content directly associated with one among your pillars.
The hub and spoke model: an equivalent approach with a spin — the plan goes beyond just your internal content channels like blogs and social media. you propose how all content will contribute to a “spoke,” even guest posts and podcasts.
To stay consistent, transcend a high-level plan and make a content calendar — complete with topics, intended audience and persona, channel, publishing dates, and more.
If you would like to form the foremost of your company’s website or blog, you would like the proper strategy. Effective content targets your audience on the platforms they already use and speaks to them within the voice and format they like.
If you’re battling creating high-quality content or creating editorial calendars that add up for your audience, don’t be afraid to succeed in bent Nummero. Our team can assist you to produce the standard you would like at scale.