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Internet users nowadays create content on such a massive scale that even great content can be lost in the noise on the web today. That is why content needs to be unique, compelling, and have an actual purpose.
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Why a Content Marketing Strategy Is Necessary For Your Business
While many of our clients want to dive right into content production, it is essential to be reminded of the importance of a sound content marketing strategy.
The development of a content marketing strategy helps our team generate a better understanding of where your business stands currently and what you need to do to get to where you want to be.
One of the most important parts of this process is organizing the development of buyer personas. Even if you already have them in place, it is essential that we evaluate their quality and identify ways to strengthen them.
Aside from personas, we will also need to perform an audit of your existing content. Many businesses have a handful of ungated whitepapers or a dozen blog articles that could be repurposed or reformatted to provide our team with a starting point for content creation.
Once we have a sense of what we have to publish, our team will work with you to organize your content efforts. We recommend building a content marketing editorial calendar. Depending on the amount of content you intended to publish, this could be broken down into separate calendars — a blog, social media, and email.
This is a critical step because it helps both our team and your staff to visualize progress, frequency, and publishing patterns.
First Step Completed! Let’s Jump To The Fun Part – Content Creation
“We don’t have time to create content.”
“Our industry is far too boring for us to create anything of interest to anyone.”
“Our audience doesn’t use social media.”
Sound familiar?
Often, the concept of creating content can be incredibly overwhelming for businesses that are used to traditional marketing methods. That is why, even before we begin the content creation, we will demonstrate to you the value of content by walking you through the options that are going to deliver the highest return.
While the mediums we employ may vary based on the client or industry, most businesses will benefit from a blend of blogging, email, social media, and premium content creation. At this point, we will re-evaluate the brand’s buyer personas to determine which types of content would be the best fit based on where your audience hangs out online.
Due to our decades of experience and connections, we can guarantee you that the people creating your brand content will be well-versed with your business and unique needs. We collaborate with writers, designers & developers for all kinds of content, whether it is an infographic, video, interactive content item, or a blog post. Our experienced content writers will help ensure that the content feels authentic and is aligned with your goals.
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And How About Content Optimization?
Today’s consumers aren’t being shy about doing their own research.
If you want to be sure that your content is being found by those looking for solutions to their problems online, you need to be aware that creating the content is only half the battle. Content needs to be both visible and optimized for it to make an impact on the business’s bottom line.
With a content optimization service, we can help you achieve increased visibility and conversions by using keyword research, SEO best practices, user behavior, and competitive insight to inform your strategy.
However, it’s important for you to understand that optimization isn’t a “task” that can be easily crossed off your list. When approaching content marketing optimization as a service, you will want to think of it more as an ongoing process.
It’s Time To Add Content Promotion To The Mix
If you are looking to get your content into the right hands at the right time, a content promotion strategy is necessary to help you get there.
Most businesses currently operate within the “if we build it, they will come” mentality, and it is essential that our team help you clarify that this is not the case. A Content Promotion Strategy is necessary if you want to expand your current content reach.
While there is an overwhelming number of outlets for content distribution, being able to identify which ones generate the most significant return will save time and budget. The process of determining the most efficient content channels will start with an analysis of your current distribution channels, and it should include an understanding of how competitors are promoting their content.
Even though this will typically include channels like email and social media, our team will use the buyer personas to uncover alternative platforms that might have been overlooked.
Another useful option is to help the brand connect with industry influencers who would be interested in sharing the content. Connecting with industry influencers can help to expand your business content reach in the industry you are targeting, and it provides instant credibility for the brand.
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Static Old Content Requires Content Maintenance
Having stale, outdated content is worse than having no content at all.
Let’s say you have a post you published months (maybe even years) ago that is still driving a significant amount of traffic. If that content is left untouched and becomes outdated, it is likely that visitors that land on the piece of content will not get what they need, and as a result, they will leave unsatisfied.
If the business website content has not been updated in several years (this is not uncommon), our team will start by making a note of which pages should be prioritized based on your business goals.
Google, as a search engine, loves fresh content because it is “good business” for them and “their” customers (the users who use Google for searches). It is to your benefit to give “good business” to Google and get rewarded by better SERPs.
Swapping out old statistics with fresh ones, removing old screenshots, or replacing internal links with more relevant ones will reinvigorate your brand’s content.
Wrapping It All Together With Proper Content Reporting
There’s an old business proverb that says, “You cannot manage what you cannot measure.”
PowerHouse Consulting Group’s content marketing reporting services will provide your business with the numbers you need to adjust your content marketing strategy, so it aligns with what’s working.
While most marketing software platforms are capable of delivering a wide range of reports, our team will present you with narrowed-down focused info to avoid bogging you down with too much information.
To do so, we will first determine what success looks like to your business, together. Does it mean driving more traffic, increasing social engagement, or maybe doubling lead registrations?
Your business goals will help our team identify more meaningful KPIs and set well-defined goals based on these indicators. Then, when it comes time to run a report, we will know exactly what information you want and need to know.
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Your Business And Its Content Marketing Strategy
Search engines love fresh content, and all of your target audience is consuming content online via social media. Have you thought about your business content strategy yet? Are you publishing interesting content (if publishing at all)?
If not, you are already left behind, and delaying more, guarantees your business will lose the online game. Start now, send us an inquiry using the form above.
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