Content is an invaluable tool to market your business. Demand for content is rising, and Google has recently revealed that more than 70% of users rely on content to make a purchase. You all know that content is king and it gives a direction to your business to streak ahead, but you slip up on the part of organising it.
Many start-ups think that content marketing plan is nothing but providing original and unique content through your website and blogs. A content strategy is to consistently demonstrate who you are and how you contribute your expertise to your industry. It involves various vital factors:
- Who your target audience is
- Which problem you will solve
- What makes you stand out
- Content format
- Content optimisation channels
- Methods to curate, create and publish content
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It would be best if you prepare a content marketing plan to increase the conversion of your prospects. Content educates users and helps to build trust and relationship. When they get what they are seeking, they will likely make purchases, and your business will go up. Here is how you should create a content marketing strategy:
Set goals and mission
There is no use of content marketing if you do not know the reason for doing so. It is straightforward to get caught up in the “why”. More than 60% of businesses are doing it, but they have no idea why they are doing it.
Before you take the plunge, you should know why you want to do it. What is your purpose of implementing a content marketing plan? It can be:
- Generating leads
- Improving customer experience
- Educating users
- Building a relationship
No matter what goals you set, make sure that they are sustainable for the long term. If your goals are vague, your strategy will not come into effect.
Understand a buyer persona
To develop a successful plan, you need to define your target audience clearly. You cannot produce relevant content unless you know your audience. For instance, if you are registered as a direct lender, your audience will be people who are seeking financial products. Your entire content will be moving around the offers and services.
Once you know your buyer persona, you will have to research the market to understand their problems so that you can provide them with the right solution. Your financial offerings like short-term loans without guarantor for unemployed people, credit card deals and mortgages will not be enough. You will have to educate them on how they can improve their financial circumstances.
- A blog on tips for improving credit score
- How to tackle multiple debts etc
Decide on the content format
More than 90% of companies use the same type of content format – blogging. It is a crucial part of your content marketing. It will deliver you reliable results. It is the best method to educate your users. However, it will yield output if it is original. Brainstorm ideas on how you can attract your users to take a look at your content. It will help if you play with titles to encourage users to click.
Apart from blogging, other popular methods of content marketing are videos, infographics, podcasts, case studies and eBooks. Nowadays, people pay attention to videos more than text, and hence it increases the traffic to your website. It is a better way to understand how your products can help them, making it easier for them to make a decision.
Find out the best channel for content
You have to reach out to your audience, so figure out where they are hanging out. Before you optimise your content on different platforms, you should know where they are. Google Analytics is the best tool to know about it. You will get an idea of where your content is shared. You can also refine your search by network, content length and content type.
By improving your search, you can easily decide which networks to target to get social media engagement.
Use a content calendar
From publication to distribution, you must have a plan for everything. If you want your users to read and share content that you post periodically, you need to evaluate the best time of users’ presence on all platforms.
To emerge as a brand, you have to show that you are active in the market. The more people show interest in your business, the better it is. Fix a schedule to publish your content. If you stick to this plan, you will get better results.
Content strategy is essential to make sure that you are on the right track. Once you implement this strategy, the next step is to measure the results. Examine the social media activity, check Google Analytics to analyse how your content is performing. These tools will help you where you are acing and where you lack so that you can ameliorate your content marketing strategy.