The Ultimate Content Marketing Strategy

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In this blog we will discuss how content marketing can be used to get more traffic, more social shares, and more backlinks. And eventually the most important of all, more customers. In the late 2000’s, almost every content marketer used one same strategy, publish short 500 word blogs and make sure your blog is updated regularly and has fresh content. Bloggers were advised to publish at least one article every week. At that time, this strategy was effective, but does it work today? The answer is no, this strategy will not work in giving you the results you want today.  

Today, quality plays a very important role in bringing you traffic, shares, and customers. Some of the most famous bloggers produce only long form content, without any specific timelines, their key is to produce world class quality content. 

Steps to follow to produce world class content.

Let's dive deeper into the steps to follow to produce world class content.

1. Find a topic

Always look for a topic with a proven track record. How can you do this? Take a look at what your competitors are talking about, make sure you look at the one that are performing really well. Look for posts that have lots of shares, like, and comments. Podcasts are another way you can look for topics. This strategy uses a similar approach to checking your competitors blogs. Look for podcasts in your industry or niche. If one of your competitors has a podcast check their episodes and the topics they are covering. This can help you come up with some really good topics. You can also get topic ideas from online communities.

2. Keywords

Now that you have found a topic relevant to your target customer, it’s time to identify the exact keyword they used to search on Google. An old school keyword strategy is to use YouTube and Google Suggest, to use it, start to type in one of the topics you found in step number one and then write down keywords that Google suggests. You can repeat the same process on YouTube, Bing, and more.

3. Content Format

Once you have your topic of content pillar and relevant list of keywords, choose a content form. There are blog posts, there are YouTube videos, native videos, lead magnets, eBooks, infographics, podcasts, quizzes and more. There is no magic formula where one format works better than the other. The kety is to choose which format could possibly work best for you. For example, if you are a great writer, focus on blogs, if you are good with design, create visual content. The best part is you can do all content formats, or a few, or one. You don’t have to choose just one. You could take the same topic and cover it using several different formats.

4. Publishing

Although creating content is challenging, standing out in the crowd of billions of pieces of content already available is even harder. According to WordPress, there are 2.5 million blog posts published everyday. The good news is that it's still totally possible to create awesome content that stands out. But for your content to stand out among the millions of blog posts that come out every day, it needs to be relevant to the user.

How can you publish great content?

  • Publish insanely actionable content. It doesn't matter what your site talks about, people want content that they can use right away.
  • Use examples or statistics that make it easier for a reader to build trust in your content. Research shows that examples make learning significantly easier
  • Focus on the look and design of your content. When most people think about user experience, they think about things like software, ecommerce, or even websites. But as it turns out, content has a user experience too. For example, a post with no images and a font that is difficult to read leads to a bad user experience and will add no value to you or the user. On the other hand, a blog with relevant images, easy to read fonts and a great format and flow, will have a reader spend time on it and implore the experience leading to positive results for both.

To be clear, content UX isn't just for blog content, if you have a podcast, content UX is the quality of your audio. And if you're making a video, content UX is that video's production value. In other words, when you make it easy for people to consume your content, it has a much better chance of driving targeted traffic to your website.

5. Optimize your content for SEO

There are dozens of ways to optimize your content for SEO, however these three strategies work best with today's technology . First, optimize your title tag for click-through rate. Google uses a site's click-through rate as a ranking signal. In simple terms, the more people click on your site in the search results, the better it will rank. Next, use your keyword a few times in your content, especially in the first 150 words. And lastly, link out to other websites. There is a clear correlation between external links and Google rankings. So, always try to link out to resources that'll help your readers learn more about the topics that you cover in your article. For example, you can link out to authority sites in case someone wants to dig deeper into a particular topic.

6. Content promotion

If you want your content marketing efforts to work successfully, you need to focus on content promotion. Content promotion is not only about sharing content on social media sites like Facebook or Twitter, even though that can help. It is strategically promoting content so it gets lots of shares, links and traffic.

Here are three way you can promote your content:

  • Content roundups
    Roundups are blog posts that curate the best content from that week. If you can get your link in front of someone that runs a roundup, you have a good chance of getting good reach.
  • Email newsletter
    Nothing beats email. The open and click through rate of emails is higher than eny other channel. So, if you wanna get lots of eyeballs on every piece of content that you publish, Send out a newsletter to your readers letting them know you have published something.
  • Boosted social media posts
    Retargeting users works wonders, so Facebook ads and retargeting ads via other social media platforms works effectively. 

7. Track your performance

How do you know if these strategies have worked for you or not? Here are two metrics that you should focus on. Traffic, the whole point of content marketing is to get more traffic. Keep in mind that content marketing and SEO take time to show results, so be patient. Next, track your conversions, This could be ROI, business goals, KPIs, anything that fits your business. Basically, with this metric, you are answering the question: is content marketing actually helping us sell more?

Follow these steps to make your content marketing effective. People generally have a misconception where they tend to prioritize quantity over quality. Remember, content marketing doesn’t work that way. Always focus on quality, because if quality drops you will lose readers and traffic. So to scale your content marketing efforts, scale with quality. 

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