You've been creating content for a while and not seeing results. Your traffic isn't going up and you are not getting the number of leads you thought you would get. We have some tips to get your content marketing strategy back on its feet and producing the quality results that it needs to.
Consider the following things and your strategy will be well on its way to being a vibrant piece of your marketing puzzle.
1. Create Content That Solves a Problem or Answers a Question
If you’re just creating content or blog posts around the products or services that you’re selling, you have a problem with your content marketing strategy. Why? Your content is competing against everything on the Internet. Put it this way, what would you rather read about? Something about a product or service in brochure-speak or the latest industry news and excitement? You probably picked the second option.
In order to compete with that industry news, you have to create content that is actually useful. If you don’t know where to start, begin by fixing your FAQ section first and make it so robust that it is the very best FAQ section out there on the Internet in your firm’s area of expertise.
After that, go through your customer personas and at the different stages of the purchasing funnel, come up with five questions each that need to be answered. That will give you great topics to write about. If you have five personas, and five stages of the purchasing funnel, those five questions each will give you 125 great things to write about. (That’s five times five times five.)
2. Produce Video Content
Things are changing rapidly on the Internet all of the time, and different people are now consuming different media formats. You’ll need to look at your personas once again, and create types of content that appeal to them.
For instance, one thing that’s changing is that video has become tremendously popular. Vidyard, a business video platform, discovered that Americans were now watching 72 minutes of online video a day, compared to reading for 25 minutes online. Video is the new blogging, so you might want to take advantage of that if nobody is reading your content.
There are at least a couple of other advantages to video, as well. For one thing, producing video will get you on YouTube, which is the second biggest search engine in the world. So, uploading content to YouTube means that more people will find out about you. Secondly, having video on your website will make you rank higher on Google, because watching a video requires more time usually, and Google loves it when people spend more time on a web page.
Think about other media formats, too. Can you do a podcast, for instance? Also, think about different types of print content you can produce -- from e-books to white papers to webinars to e-mail marketing. Diversifying your media content type might attract different audiences.
3. Have Your Best Creators Create Content
It’s easy to have everyone in your company or organization creating marketing content. After all, you want experts who are extremely knowledgeable about a subject to write about it. Here’s the thing, though: not everybody can write well (or stand in front of a camera and talk well, and so on).
Instead of getting people who can’t create turning in half-baked content that fizzles instead of sizzles, find your best content creators and give them the freedom to create content for your brand. Doing this will make you stand out and make it seem as though robots are not writing (or producing) your content.
4. Think About How You’re Going to Get Your Content Shared
As the volume of content on the Internet ever increases, you have to start thinking about how your content is going to be found. Sure, you can do social media advertising and hope that someone out there cares, but you might be more successful in creating a plan from the inside out.
Start with your employees. Get them to know what you’re doing and the types of content you’re creating, and encourage them to share it. Then move to industry influencers and current customers, and do the same. Then move on to current prospects and then, finally, new prospects. Let them know about what you’re coming up with, and how they can support you by amplifying your content.
You’ll also need to think about the tone of the sharable content. For example, you might get away with some snark on Twitter, but if you want to land on a more professional social media site, you’ll want to be more professional.
Can We Help?
Now that you know some of the secrets to fixing your content marketing strategy, why not contact us with any further questions you might have. You can drop us an e-mail or give us a phone call. We have the time to discuss your needs with us, and we’re more than happy to do so.