Let’s talk content marketing strategy, y’all! I know, I know, you’re busy, and who has time to be pushing out blog content when you’re busy with all your Facebook and AdWords campaigns, customer service, and email marketing? The brutal truth is, content is key to increasing traffic and ultimately converting those sales. And the key to making your content work (sell) for you is a kickass content marketing strategy. Because:
- Focused content will get you better SEO rankings
- Consistent quality content will increase loyalty and brand awareness
- You position yourself as an authority in your niche
- It drives TRAFFIC
Content marketing strategies are the “why’s” and “how’s” of your content planning. They help position you in your eCommerce business niche and plan the stories you are going to tell through your various content. Defining how you’re going to tell them, where you are going to promote them and, of course, identify which prices of content is bringing in awesome results: AKA traffic.
No, You Can’t Just Wing It
It’s easy to get caught up in trends and fads, posting when and what you feel like, but to get those awesome results, you need a solid long-term plan. This will help you make sure your content is consistent, and that it follows your vision. The stats speak for themselves. The Content Institute 2016 report showed that “53% of the most effective marketers have a documented content marketing strategy, and 40% of the least effective marketers have no strategy at all.”
So the first step to being effective is to put pen to paper and outline your whole strategy!
A good content strategy will outline your content goals, the pain points your content will address for your target audiences, the platforms you will use to promote your content, your traffic goals and which metrics you should be following to ensure peak performance. Critical metrics like:
- Sales Metrics: the amount of leads resulting in actual sales
- Consumption Metrics: the number of site visits, content clicks, page views, etc.
- Lead Metrics: the amount of potential shoppers using pop-ups or leadpages to opt-in to mailing lists
- Sharing Metrics: the volume your content is shared or engaged with on social media
Still with me? Great, let’s dive into getting you those awesome results from your content marketing strategy.
Plan and Create Content For Each Step of Your Customer Journey
When outlining your strategy, you’ll want to create content that appeals to your target audience at every stage of your sales funnel. For instance, for those potential shoppers at the awareness stage, you’ll want to create niche blog posts, eBooks, infographics, and possibly guest posts on other blogs to drive brand awareness. You don’t want to hardsell them on these posts; this is your chance for your store to make a great first impression.
For those potential customers further down in the funnel, who know your store but haven’t purchased yet – your content could be created around new/trending products you are selling in your niche. Or you can draw from your UGC tools to create content/case studies Go to the full article.
Source:: Business 2 Community