Suppose your goal is really to have a presence on the internet. In that case, the first thing you have to consider is content marketing to increase your website traffic and thus attract quality visits to later convert them into potential buyers.
You know why? Because content marketing is strong enough to influence the purchase decision of your potential customers.
Content marketing will also allow you to build an organic channel (without paying) to generate leads repeatedly, which will enable you to boost sales naturally.
Many companies are incorporating content marketing into their digital strategies to achieve better results. And we are not saying it, according to the latest Hubspot report, this is what marketers think and are doing in companies:
- 70% of companies are actively investing in a content strategy.
- 43% of B2B marketers say blog posts are their most important content type.
- 66% of surveyed marketers used blogs in their social media content.
- 55% of marketers say blogging content creation is their top priority over inbound marketing.
In this comprehensive guide to content marketing, we’ll cover everything you need to know to plan, produce, promote, and measure a successful content strategy.
What is content marketing?
Content marketing or content marketing is a marketing strategy that focuses on creating and distributing relevant and consistent content to attract a clearly defined audience to gain their trust and influence their purchase process in a natural way.
You can also use content marketing in your company to achieve different objectives of your digital strategy:
- Increase website traffic
- Build authority in the industry
- Position the company on the internet
- Educate potential clients
- Generate more and better leads for sales
How can content marketing help your business?
Investing in relevant and optimized content for users and search engines will give your company tremendous visibility on the internet—much more than that of any traditional medium.
Content marketing will help attract quality visitors to your website, build contacts and contact base ultimately guide your potential customers to buy your products or services.
Do you already have a blog to create content in your company? If so, ask yourself the following questions:
- How much monthly traffic are you generating?
- What sources do I get traffic from?
- What is the bounce rate?
- Session time of each visitor?
- How many leads are you generating?
- And customers?
The answers to these questions are obtained from the metrics you must analyze when knowing the success of your content strategy.
Of course, for your content strategy to be effective, it is necessary to add other types of actions and strategies.
For example, suppose you add some free material to your blog articles, such as an eBook, white paper, webinar, etc. That, in turn, directed them to a landing page or capture page so that visitors would leave their data in exchange for that premium content.
Isn’t that an excellent way to build databases?
To that, add that to generate more traffic, you will create a strategy in social networks such as Facebook, Twitter, Instagram, or LinkedIn to build audiences interested in your content.
Naturally, you will be creating reliable sources of human traffic that will become regular readers of your content and, later, potential customers of your products or services.
It is essential that to achieve results with a content strategy, you must have consistency in the actions you carry out many times. It is not easy, and that is why you must rely on tools to do content marketing in your company and keep everything under control while automating the process.
What is the role of content in digital strategies?
The content in a digital strategy is the “everything,” the focus, and the medium to reach the ideal audience.
Your content strategy must be complemented with other techniques and channels to be able to give it the scope it requires, and in this way, achieve the expected results.
Social media strategy
Before launching with a distribution plan, ask yourself two exploratory questions:
- Is your presence effective on that platform?
- How can you use social media to attract your target audience?
Remember that the role of social networks is to help you create your community and increase the commitment of your Buyer Persona through the same language.
Blogging is undoubtedly an essential axis within a content strategy to deliver value. Mainly because through the format, you can cover topics broadly and profoundly.
Every time you create new content, you indicate to Google that there is something new on your website that it can track through its bots. Their algorithms determine how valuable and relevant the information is for users and give it its place on the internet.
So, the role of blogging is to attract your target audience through valuable and relevant content through search engines, which will impact the volume of visits to your website, and with this, give more visibility to your company on the Internet.
Now that you have a contact base, you can use email as a communication channel to send valuable and relevant content related to the topics for which people left you their data.
Email is an excellent complement to your inbound strategy to nurture leads throughout their Buyer’s Journey and guide them naturally to the final phase, that is, the purchase.
You can have excellent content, but what do you do with material that no one can find or read on the internet? That’s how important the role of an SEO strategy is in content marketing.
Without a perfectly applied SEO strategy, your content will stay on the blog or wherever you want it to be, without being “tasted by diners.”
So you cannot conceive a content strategy without SEO, much less structure an SEO strategy without content. It is a system that works through feedback.
Inbound Marketing is the methodology that will help you structure a strategy based on the content and that meshes with everything mentioned above to provide further power to the stages of attraction, conversion, closure, and loyalty of your audience.
So we can say that Inbound Marketing without content is a fruitless and “vegetable” methodology.
We mean that content marketing is the oxygen of any strategy that aims to attract a specific audience on the Internet.
Definitive steps to create a content marketing strategy
To ensure that your content marketing strategy has the scope you need to attract your target audience to your website, you must create a content plan that contributes to your company’s business objectives and buyer persona. We leave you some steps so that you take them into account:
1. Set a goal
It is much easier to execute concrete actions when you know what you want to achieve. With content marketing, it’s no different. Ask yourself:
- Improve ranking or positioning in Google?
- Increase website traffic?
- Generate organic leads?
- Nurture my contact base through content?
- Convert more opportunities into customers through content?
- Influence customer base buybacks?
When you have defined your goal, you can move on to the next step:
2. Define your buyer persona
Directing your efforts to the right person is the key for your digital strategy to perform better. You have to strive to obtain authentic information about your ideal client.
We leave you four sources of information that in In marketing have worked very well for us:
- Your company’s digital assets are inexhaustible sources of information that you must learn to interpret; from the analysis of tools such as Google Analytics, social media monitoring, etc.
- Conduct surveys of the company’s customers, ask them questions to get to know them better, for example; age, title, and questions focused on buying behavior; what kind of problems do they want to solve when they met the company, what were their questions and doubts, where did they look for information, etc.
- Meet with the sales and service team; they handle valuable information about questions, doubts, problems, and pain points that customers had before buying the company’s product or service.
- Finally, use the internet to research more information; question forums, social media groups, etc., they help validate the questions people ask about the problems you have identified.
In this way, you will define the topics that you will address in your content strategy to attract the right audience.
3. Research keywords
With the changes in Google’s algorithms, keywords are no longer so relevant to the position. However, they continue to significantly influence when defining which topics are worth investing time in for their production.
We recommend that you develop your content strategy through the methodology of topic clusters or grouping by topics. Once you have defined the issues, you will write about them, and you can use the keywords to optimize this content.
In this article, we explain how to make a content strategy with topic clusters. I assure you that in this way, you will improve the browsing experience of your visitors, a factor to which Google gives excellent relevance.
4. Create an editorial calendar
You don’t know how valuable an editorial calendar is. Some of its functions are:
- Align the team in one direction only.
- Organize and manage content.
- Evaluate the gaps in content that you have.
In an editorial calendar, you can add how much information you consider necessary to record all the activity of your content strategy, such as:
- The publication date
- Titles of your content
- The topic or main topic
- Buyer person
5. Choose the channels to spread your content
The choice of the channels to distribute the content is as important as the objectives and the Buyer Persona because you can have valuable content with an adequately targeted message. However, if you share it through the wrong channel, it will not reach whom it should.
Generally, marketing specialists blindly bet on distribution strategies on Instagram, Facebook, and LinkedIn. But in your case, are you sure it will work?
Make sure you know how the channels you are going to use work to complement your content strategy.
6. Promote your content
There is no use investing a lot of time and resources in planning and producing your content if you don’t promote and distribute it.
Content promotion is one of the essential stages in the strategy since you will achieve the proposed objectives.
It is advisable to invest 20% of the time and resources in producing the contents and 80% of these for the promotion. This way, you make sure you increase your reach and reach the people you want to attract.
You can use the following channels to distribute your content:
- Blog posts
- Social media
- Email marketing
- Paid Ads
7. Measure and analyze
It can be the black or pink part of marketing strategies, even content. Whether the result is positive or not, the measurement and analysis of a marketing strategy must apply improvements and obtain better results.
Take the time to analyze the KPIs that you defined and measure the results of each action of your content marketing strategy to achieve more and better outcomes for a second phase.
How to accompany the purchase process of your customers through content marketing?
It is already a fact that content is essential when executing any action in the digital environment. It is the backbone of any digital marketing strategy.
Using your content strategy to add value to your customers’ buying process will help you:
- Attract the right person when they search for information on google
- Interact with them when they seek and gather more information
- And finally, delight them because you help them make intelligent purchase decisions with content.
That is why it is very important that in your content strategy, you choose the types of content that work best at each stage of your customer’s buying process. Only then will you be providing an exceptional shopping experience.
Buyer’s journey or buyer’s appeal
The Buyer Journey refers to the active research process that your ideal customer goes through before purchasing a product or service. This natural process is divided into 3 phases:
Based on this process, what marketers know as a marketing funnel has been created.
The process that the ideal customer goes through is visualized before acquiring a product or service. Does that sound true to you? Sure!
The marketing funnel has the sole objective of adjusting to the different phases of the purchase process of people to deliver the right content at the right time to the right person.
Hence, the sales funnel is defined as follows:
It has been created to meet the demand for content that a prospect is looking for in the exploration stage. In this phase, people realize they have a problem and need to solve it.
So, the content you will create for this phase must be designed to answer these questions.
It is the middle part of the marketing funnel. You have passed the previous phase and are considering the different options that the market offers to your problem.
The content you must create for this stage must maintain the educational focus because you will help the buyer understand the solution that will solve their problem. Here it is worth mentioning that your goal is for your buyer persona to choose your solution and move up the funnel.
It is the final part of the conversion funnel. It coincides with the final stage of the Buyer Journey, which means that the ideal client is in the decision phase, so they evaluate the idea of choosing you or your competitors. The content of this stage is much more promotional and without fear of direct sales.
Main types of content for your strategy
In content marketing, the message is important, but the way we offer it, the format is also a way to personalize the language.
Here we explain some of the essential content formats that work best for a content marketing strategy:
1. Blog articles
The articles rest on your website and must provide valuable information to the prospect, always obeying everything mentioned above and with a length that allows useful information to be delivered.
It is a type of material that requires investing more time and resources, but it is easy to digest and share.
An excellent format to summarize a large amount of information concretely and clearly.
It is an ideal format for lead generation, and it works perfectly for a type of prospect interested in consuming written content in a much more straightforward way.
It has a characteristic that no other format can give you, and that is that the prospectus can clarify doubts about the subject “hot.”
Not every day, the prospect is willing to consume written content, so it is advisable to include formats that fit their pace of life.
The consumption of podcasts is growing exponentially. Only in Colombia, 20% of those surveyed affirmed that they listen to podcasts.
Templates are a tangibly valuable solution, which creates real value for your prospect and the fact that many times the user is not there for long readings but wants something more practical and functional.
Essential tools to implement content marketing in your company
To implement a winning content strategy that ranges from planning, production, promotion, and analysis, marketers use different tools are required to help you with this important and strategic task:
They are those that allow you to manage the posts. Some many free CMS can serve you at the beginning of a content strategy and also do not compromise on quality, for example:
- Hubspot CMS
- SEO tools
We already talked about the feedback between SEO and content to follow up on both, and these can help you:
- Search Console Google
- SEMrush SEO Tool kit
- Answer the public
Social media tools
Social networks are part of the ecosystem that is formed for a content marketing strategy, so here are some of those that you can take advantage of:
- Facebook Creator Studio
- Woop Social
- SEMrush marketing tool kit
Tools for email marketing
Email marketing is not dead! Now more than ever, it is functional. If you don’t want to leave this critical axis out of your strategy, here are some management platforms:
- Active Campaign
- Get Response
- Hubspot Automation
- RD Station
Content marketing is the mainstay of any digital strategy that wants to go far. You saw how social networks, SEO, blogging, email marketing are nothing if there is no content behind them to inform, entertain, and educate people.
Every time you feel like your content strategy isn’t working, ask yourself, am I delivering value in every piece of content I produce?
If your answer is affirmative, answer what the differential value of that piece is? Whom am I writing for?
One question will lead you to the other, and in this way, you will standardize a process to maintain value before your commercial intentions.
I hope you liked this comprehensive guide on content marketing.
So what’s your story? Are you using content marketing already? Please tell me about them in the comments.
Yours Sincerely, Devansh Pathak