How To Tackle Your Content Marketing Plan
If you’re in charge of marketing for your business, keeping your content fresh is one big priority. A recent survey from the Content Marketing Institute and Curata revealed that 75% of companies are ramping up investment in content marketing. The reason? Quite simply, it’s an effective way to attract audiences. No, it’s not a hard sales tool, but it increases engagement and keeps people interested in your brand. All powerfully good stuff when it comes to building your customer base.
As companies focus more on content creation, there’s an increased demand for people who can churn out great work. But quality content is one piece of the puzzle. You’ll need a solid plan of action to get the most out of it. Here are just some of the things to consider.
Align it with your SEO strategy
Search data will reveal what topics your audiences are interested in, as well as unearthing keywords for your content. Speaking to your audience in a way that resonates with them is far from a new concept in copywriting. The difference is that our data-driven world makes it easier than ever to understand our customers. Giving your content writer topics and related keywords will give them the power to create content that works. And tracking the response of each piece will enable you to hone your strategy as you go.
Remember content isn’t just blogs
What is content? Most often, people will immediately think of blogs. But wait, that’s not all there is! That not to say that blogs aren’t valuable. According to Hubspot, 53% of marketers put blogs top of the list for their inbound marketing strategy. Think outside of the blog microcosm for just a moment however, and you’ll open the doors to other possibilities. Whitepapers, articles, interviews, eBooks, listicles, podcasts, and case studies are just some examples to tap into.
Use images and videos
Stats show that video is one punchy way of getting people to stop, listen and engage. 69% of all consumer web traffic is through video. And if that figure alone hasn’t wowed you, check out the conversion rate for pages with video. According to studies, videos lead to 800% more conversation. The caveat, of course, is that you’ll need to apply the same love and care to creating videos that slot into your SEO and content strategy, as you would with any other content piece.
Get the tone of voice spot on
This is where your content writer will do the hard work. Obvious points like thinking about your brand’s particular tone of voice are a given. But with content pieces, you’ll also need to straddle that fine line between being conversational, and getting messages across. Avoiding overselling and obvious hooks is tip #1. Unlike more sales-driven copywriting, content is there to amuse and inform, as well as encourage the reader to take action. Knowing what you want your audience to do after reading the post is what really makes a content piece a success.
