Content is King (as quoted by Bill Gates, long ago), and will be a King, forever. We are at the cusp of fundamental paradigm shift.
In this information overload age, content plays bigger role than ever before, and as it’s necessary for any business entity, not only to educate, but to stand out from the competition.
Content has to be balanced with marketing techniques to make visitors coming back for more, repeatedly.
Naturally to start at your website’s most frequented home page.
Content strategy for your website
Your home page has maximum of just 7-8 seconds (including loading time) to impress visitors, and to make them clicking through the site.
Content has to be clear and focused, otherwise success will be ever elusive, in this instant gratification world
Leverage visual content : images & videos tend to increase engagement levels, help in ranking site pages.
Defining Marketing Personas
At the outset, it’s very imperative to define who’s your audience, ie., your ideal customer profile as clearly and realistically as possible.
Then you can define your content efforts to meet at your audience’s wavelength – knowing their motivations, addressing their queries, concerns in the best possible way, and helping them through the goal oriented sales and clearly defined delivery processes !
Thus you will have a chance to articulate how unique, specific and relevant is your value propositions for each of your marketing personas.
Search Engine Optimization of website
In the old days, you can make great SEO, generate money, to make great site.
Now, it’s totally changed. You first have to make great site with all resources, and efforts, to be successful at SEO, according to Jeff Bullas.
- 2009 Google Caffeine update – > sites with frequently updated content will outrank the static ones
- 2011 Panda update -> sites with low quality or duplicate content got affected
- 2012 Penguin update -> sites with links from untrustworthy sites got penalized
- 2013 Humming bird update -> places importance on conversational search, rather than the individual matching words that make the query
Once you have clearly defined personas, it becomes easy to plan to create various content channels best suited to your prospective customers, at every level, in the form of ebooks, infographics, case studies, testimonials, product or service descriptions etc.
Content Promotion & Distribution
Someone rightly said: while content is King, distribution of content is king- maker
Hence we must give equal importance to spread the content you create, to the target audience.
Increasing social shares, helps tremendously, in building brand’s authority.
As mentioned in Digital Marketing Checklist, 92% of companies that blog every day acquire customers just though blogging!
You can help your prospective clients guiding them throughout the duration of sales cycles.
What to blog about?
This is very important question to answer.
Often you can get ideas
- while attending to client’s queries and concerns!
- in comments sections of already written blogs.
- from Google Trends.
- by subscribing to HARO.
- etc etc
Social media gives you a chance to be your own publisher.
As mentioned in infographic, there are over one billion active users on social media, and ideally you have unlimited audience (aka prospective customers) if your message is crafted with enough & relevant creativity!
There are numerous social networks, and you need not stretch yourself thin everywhere.
Deciding right network, will help you to create suitable content, and plan distribution of the same. For example, on Twitter the message is to be within 140 characters, whereas there are no such limitations on length of the message on most of the social networks.
The content you post to LinkedIn has to be more professional & business friendly, while the same update when you post on Facebook requires the content to be entertaining, without missing the actual message.
And your content efforts on Google Plus helps in organic SEO.
Despite all buzz of social media, email marketing is still very effective, and has more marketing RoI.
While acquiring relevant database is crucial first step, the subject of message and the limited content you are going to use within email decides fate of campaigns.
It’s advisable to use 3-4 types of emails initially, and through the use of analytics, you will come to know the one whichever is getting maximum opens, and read-throughs.
Some interesting email marketing stats are on this salesforce blog.
Content is to be planned, in line with overall marketing strategy of the company, and is to re-purposed, from time-to -time, to do effective marketing, across relevant distribution networks.
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