Content Marketing Strategy
Every Content Marketing strategy starts with establishing in depth buyer personas that are crafted from actual interviews from your customers. When these insights are combined with market and competitor research, understanding the buyers journey becomes much easier. If empathy is marketing, then understanding the problems that your company can solve is understanding your business from your users perspective.
During the awareness stage, our team will create content that will answer questions and solve problems for your customers. This part of the buyers' journey is about research and it's our goal to make your brand the resource for your customers through blogging and social media.
In the consideration stage, your customers are looking at your product or feature pages and wanting to learn more about your company. Creating webinars, email marketing content and product comparison pages are just some of the tools we use to users down the funnel.
In the decision stage, your website users are looking at pricing pages, case studies and your contact page. Responding to your potential customers quickly is key, which is why we love implementing chat and bot based conversations to push these users into being customers.
After each stage of the buyers journey is mapped out, the next step is creating compelling content for the awareness, consideration and decision stages. Keyword research, content calendars and buyer personas are all tools to ensure we are addressing your customers’ wants, needs, and challenges.
Cornerstone content is the foundation of attracting new visitors to your website. A cornerstone content piece is not only a long form piece of content but your very best content. It will be the foundation for other blogs posts and the unifying factor to the topics on your site.
Topic clusters are your content strategy. They connect your cornerstone content to your content calendars. Combining a cornerstone content or pillar page to 8 relevant subtopics is not only a great SEO strategy, but will create an ecosystem that speaks directly to your ideal customer.
Ever feel like you're blogging for the sake of blogging? Topic Clusters will bring clarity and direction to your editorial calendars. We plan for every stage of the buyers journey and will rank your website for valuable keywords along the way. We'll even recommend relevant hashtags!
The way in which you promote content is dependent on the strategy established. There are a couple different ways in which you can promote your content: social media, organically and paid. Everything is dependent on where your customers look for information and how you want to attract them into your funnel.
By establishing social media accounts, your company has the unique ability to share your content to potential and existing customers for free! Understanding exactly how your ideal customers consume information is critical to understanding if one social media platform will be better than the other.
Promoting your content through Digital Advertising means that you are sources like paying Google, Facebook, Instagram, YouTube, directly to reach users on their platforms. Thankfully we have already created buyer personas, which make user targeting super easy and effective.
We do extensive research to find out where your potential customers hang out online as well as what your competitors are doing. By understanding exactly where your potential customers consume information, we can promote your content to niche platforms that your customers use to find information.
In order to understand the effectiveness of your content marketing campaigns and strategy, tracking is absolutely critical. Depending on your website and CRM there are different ways to track your content engagement. Your tracking efforts should be set up as a funnel, so that you can track how your content is drawing in new customers and what pages on your website are performing the best.
Tracking content performance will show you how your users are interacting with your content. Content performance tracking is a great way to understand which content pieces are performing well and driving conversions on your website.
By creating goals to track your content marketing efforts, you can directly associate certain pieces of content to conversions. Call to actions, whitepaper downloads, interactive calculators and chat bots are all ways to track engagement and goals.
By analyzing your website traffic we can measure the way in which your content is attracting your ideal customers. Organic search, social media, and email are all main containers that should be tracked on a year over year basis at the very least!
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