Seventy-one percent of consumers in 2018 said that they read blog content as part of their purchasing journey. Content marketing continues to be a crucial part of inbound marketing and building your brand.
Although most marketers understand the importance of content marketing, only 37-39 percent of them actually have a documented content marketing strategy.
In this article, we’ll discuss six content marketing tips from the pros that you can use to improve your own content strategy.
Image Source: Slideshare
1. Create Relationships With Influencers
Relationships are crucial when it comes to blogging and social media marketing. Being able to have others promote you will increase your exposure and allow you to reach new audiences.
Influencers are a great place to start. These are bloggers or social media users in your industry who have large followings.
Getting famous influencers to promote your brand can require a large budget. However, there is another option for small businesses – micro-influencers.
Micro-influencers have sizable followings but aren’t world famous. Nevertheless, they have closer relationships with their followers and promote fewer offers, thus giving more weight to the offers that they do promote.
Building relationships with different bloggers and social media influencers will allow you to spread out by posting guest blogs on different sites and getting mentioned on different social media accounts and channels.
You can even promote each other for free exposure.
2. Focus On Your Story
Utilizing brand storytelling in your content correctly will help you engage consumers, improve trust, increase loyalty, and get more visibility.
Many marketers get this wrong. Whether you are a corporation or an entrepreneur trying to build up a personal brand, your story shouldn’t be about yourself.
Instead, it should be about the impact you have on the world, your journey in trying to change the industry, the services you are trying to provide, and the relationships you have with consumers.
Make it about them and your relationship with them, not all about you. Trust me, your customers will stay for years to come.
3. Use an Omnichannel Strategy
It’s not enough to focus all of your efforts on a single channel. In order to increase your exposure and organic reach, you need to be present on multiple channels.
Your blog, of course, is the most important channel and is where you should start. However, there are other channels you should start producing content on.
Social media content includes posting on Facebook, Instagram, Pinterest, Twitter, and any other channels that are appropriate to your niche.
Video content includes Youtube, Facebook Live, Vimeo, webinars, and video posts on other social media channels.
Another form of content you can produce is podcasts. Forty-five percent of global users listen to podcasts.
Image Source: Edison Research
While you want to focus the majority of your efforts on the channels that bring you the most engagement and ROI, you should still have active profiles on other channels so that you don’t leave anything behind.
Keep in mind that an omnichannel strategy, as opposed to simply a multi-channel strategy, involves keeping all of your channels in sync with each other.
4. Use Google Search Console
The Google Search Console, formerly known as Google Webmaster Tools, is one of the most misunderstood and neglected tools among content marketers.
There is so much information that you can glean from it to improve your content marketing strategy.
Let’s focus on some of the most useful data you can find in the Google Search Console.
Under Performance in the main right-hand menu is where the fun begins. You can see trend charts over time, top countries, top devices, and more.
What is really useful is the ability to see your top keywords and pages.
You can see data for the keywords that are bringing the most traffic to your website, including their search volume, as well as how many impressions and how many clicks you are getting from each keyword.
If you see that you are not getting a lot of impressions even though the keyword has a high search volume, you need to improve your rankings.
If you see that you are getting a lot of impressions for a certain keyword or webpage but few clicks, you need to improve your click-through rate by optimizing the meta title and description of that page.
By seeing the top ranking pages and keywords, you can get an idea of both which kinds of keywords are working and what kind of content is actually ranking.
Under Links, you can discover your top linked pages. This will give you an idea of what kind of content you should continue to produce.
In Coverage, you can discover any indexing errors your site has and any warnings that you need to fix.
Under Mobile Usability, you can discover how to improve your site for mobile devices. Under URL Inspection, you can inspect any URL individually for errors and request Google to reindex that page. You can see any manual penalties under Manual Actions.
Finally, use the Sitemap feature to submit a Sitemap so that Google can constantly be updated on all the current pages you have on your site.
5. Understand Your Audience
A common mistake is when brands don’t fully understand their readers and there is a disconnect between them and their customer base. 56% of consumers say that they stay loyal to brands who “get them.”
When it comes to producing content, you have to be producing content that your audience is actually interested in.
One way to make sure you are doing this is by constantly monitoring your data from Google Analytics, Google Search Console, and other premium analytics tools.
However, you should also always be “on the pulse” of the current consumer sentiment. Listen in to what people are saying on Facebook, Twitter, and Youtube.
Subreddits on Reddit are also great places to see what people are actually saying. Of course, asking for feedback and conducting surveys are always solid ways of discovering what consumers are thinking.
6. Don’t Leave Money on the Table
The ultimate goal of your content marketing strategy is to collect leads and eventually turn them into sales.
It’s easy to forget your end goal while you are focused on things such as the latest SEO techniques and how to respond to Google’s algorithm updates.
While you certainly don’t want to be too promotional, the best advice is to not leave money on the table.
If you are running a blog but are not using it to collect email addresses, you are leaving money on the table. If you are writing blog posts but not including some sort of call-to-action at the end, you are leaving money on the table.
Of course, sometimes it is better for your overall performance to go light on certain promotional aspects.
For example, including too many banner ads and popups is likely to increase your bounce rate. Focus on generating traffic but more importantly, converting that traffic. That is why it is so important to constantly test different techniques until you are successful at finding the right balance.
Wrapping It Up
77 percent of Americans go online at least once a day, and over a quarter of Americans are almost constantly online throughout the day.
By improving your content marketing strategy, you can reach them and get more leads and sales.
I suggest investing some time to it. Down the line, you’ll realize it indeed works. Not only it will subside marketing challenges but you’ll start thinking of expansion and growth.