Almost every business can rely on a content marketing strategy, particularly when it comes to online businesses. The online world is content-rich and there are over 4 billion users worldwide who have access to it.
With so many eyes on the web, it becomes a real opportunity for businesses both big and small, old and new, to make use of it. A content marketing strategy can contribute to your business success if done in the right manner.
Useful content is something that will be engaged with a lot more than content which serves no real purpose. According to OptinMonster, 72% of marketers have said content marketing increases engagement. The more engagement your online business has, the more success you’re likely to have, whether it’s boosting sales or building awareness of your brand.
There are many benefits that come from a content marketing strategy. Apart from the obvious benefit of increased sales, a content marketing strategy helps build loyalty in your customers and can ultimately save on costs. Having a strong content marketing strategy in place will help your brand stand out from the crowd. So what do you need to include in your strategy to do just that?
Below are just a few examples of content marketing tips that can help build your strategy. Some may be useful for your business whilst others prove ineffective. It’s worth remembering that every business is different and therefore needs a tailored approach when it comes to a content marketing strategy.
Video content is powerful and influential. One reason why social media platforms do so well in this current day and age is because we love visual content as humans. Our brains retain information a lot more through video and the average web user will spend around 88% more time on a website that has video.
With this in mind, think about how your online business could promote itself through video content. Whether through "how-to" videos on YouTube or "behind-the-scenes" footage on IGTV, there are many approaches and platforms available for your video content. Even with a smaller following, many businesses can find success through video content.
Email marketing is a great way of creating a relationship between you and your email subscribers. Whether you are reaching out to potential leads who have potential to be converted into sales, or existing customers, there is plenty of content that you can deliver through email.
Collecting email subscribers is the first step, and this can be done through a call to action (CTA). On your website, simply leverage a pop-up message or permanent sidebar feature that asks users for their emails. Your CTA could also be placed in the form of a landing page, requesting the user’s information.
Consider platforms like Hubspot or Mailchimp for collecting emails, creating templates for email marketing and distributing messages to your audience.
Understanding your audience is part and parcel for creating great content. Knowing your target demographics and who your content is for will help you tailor content they’ll find enjoyable and engaging.
Platforms like Google Analytics and other data-collecting tools are useful for your online business strategy. Creating engaging content is all about connecting with your audience, and these tools help you measure your success in doing so.
Repurposing old content is a great way to help save time and resources in general. If a certain piece of content is a hive of activity, then you’ll want to reuse that web page again and again.
Why make it harder for yourself? Recycle what’s successful and high-performing content. Apply a new angle to the content to adapt it for new relevance. Hopefully, it will be just as successful as the first time you shared it.
Competitive intelligence can certainly do wonders for your content. In fact, 90% of the Fortune 500 companies are utilizing competitive intelligence to help build their business and continue their success. So it’s worthwhile to follow in their footsteps, right?
It’s a good idea to monitor your competitors to see what they’re doing and track the impact of their content marketing. Trends are also necessary for content relevance, so watch to see which ones are shaping your industry and members of your target audience.
Collaboration is very important because cross-promotion can happen when you work with others. When it comes to collaboration, look for businesses that are willing to work with you and which are most likely to be beneficial to boost your online business popularity.
Every business has to start somewhere and there are plenty of businesses out there that will be willing to collaborate. LinkedIn is a fantastic platform that is used by professionals to connect, spark conversation and above all, collaborate.
As an online business, networking over the Internet can be a great way to establish relationships that may end up benefiting you and your target audience. So embrace collaboration where possible!
Consistency is key. Did you know it can take 5-7 impressions for people to remember a brand? With all the noise on the internet, one piece of content is going to get lost. However, when you start generating more content and building your customer base, that’s where progress is made.
Maintain consistency your content frequency and volume, along with your brand voice and elements (including video, written content, and visuals) so that your brand can take root in the minds of your audience.
Not only should your content be consistent, but it should also be high quality. Poorly made content is only going to fall flat at the first hurdle, so there must be maximum effort at all times.
So, how can you assure that? Utilize your resources, and where you are lacking, outsource them. Remember: visuals are engaging, so leverage tools like Canva and editing software to make your content memorable and visually enticing.
Quality should also extend to your written content. Use tools like Grammarly to double check your work, and think about how the content itself is structured on the page. Use SEO-friendly practices to make your content informative but functional and user-friendly.
Customers love to feel valued, and a little personalization to your content can go a long way. For example, address people by name when responding to direct messages on social media platforms or via email.
Making content relevant to an individual person is going to make your actions more meaningful to the customer or the potential lead who's looking at your business. Based on what existing data you have, use this information to create content your users will want to receive from your business, rather than just a one-size-fits-all approach.
Finally, storytelling can influence a customer’s experience with your business. If people love a brand story, they are more likely to buy the product and share that story.
Incorporate storytelling into as much of your content as possible. This will give more meaning to your online business and create a bond between you and the user, whether they convert to a customer or simply observe your brand.
The traditional world of marketing is changing quickly. As a marketer or online business owner, it’s important to always look at new ways to strengthen your content strategy. Through this, you will have more stability in your business success over time.
Author Bio: Natalie Redman (LinkedIn)
Email - firstname.lastname@example.org
Freelance writer for many clients across multiple industries. Natalie has two years of copywriting experience. Natalie has a wide range of experience copywriting for web pages for businesses across many industries. She’s also an owner of two blog websites and a Youtube content creator.