To ensure you're able to cultivate a truly valuable content marketing strategy in 2019, we've created this round-up of content marketing tips -- keep reading to become a true content marketing expert. "Take the time to think about how content can serve your overall marketing strategy, and create pieces that tie back to that." Simply crafting and publishing content isn't enough -- instead, it's important you identify your target audience, and decide how your content can best serve that audience. Traffic is important, but it's important you also focus on conversion rates. This should tell you that, while your blog is important for an initial introduction to your business, your Instagram is critical for sales, and shouldn't be ignored. To ensure your content remains relevant and updated, Pan recommends the following three tips: Exclude the year in the URL when you're optimizing your content. It's important to note, if you do implement an optimization strategy, it's critical you don't update the URL. Additionally, repurposing content allows you to reach a new audience. Alternatively, maybe you created a blog post that performed significantly well -- now, you might consider creating a YouTube video that covers a similar topic, to reach an audience that prefers video over text. Repurposing your content will also ensure your audience has more than one chance to see it.
In 2019, there are now over four billion active internet users, and over three billion social media users, worldwide — simply put, that’s a ton of opportunity for your brand to engage with an audience and achieve massive growth for your business.
One of the most effective methods for spreading brand awareness and attracting new customers to your business is through content marketing.
Content marketing is a marketing strategy that focuses on creating, publishing, and distributing valuable and relevant content online, with the purpose of reaching a targeted audience and incentivizing profitable customer action. Ultimately, customer marketing is a critical component for long-term, sustainable growth.
And yet, despite its immense impact, many marketers don’t know how to implement a successful content marketing strategy. In fact, 63% of businesses don’t even have a documented content strategy.
To ensure you’re able to cultivate a truly valuable content marketing strategy in 2019, we’ve created this round-up of content marketing tips — keep reading to become a true content marketing expert.
Content marketing tips
- Make sure your content has a clear, measurable business goal.
- Understand your buyer’s journey.
- Rely on analytics to track your performance.
- Keep content consistent and up-to-date.
- Adopt a historical optimization strategy.
- Repurpose your content.
- Ensure your brand voice remains steady across channels.
1. Make sure your content has a clear, measurable business goal.
You might be overwhelmed by the sheer amount of content you can create for your business — anything from Instagram Stories, to blog posts and e-books, to podcasts.
However, as Karla Cook, Editor and Manager of HubSpot’s Marketing Blog, notes, “[It’s critical] every single piece of content you’re creating has a clear, measurable business goal in mind — and simply ‘getting views’ isn’t a complete business goal.”
“Take the time to think about how content can serve your overall marketing strategy, and create pieces that tie back to that.”
For instance, let’s say you decide you want to lean heavily into a blogging strategy. Simply crafting and publishing content isn’t enough — instead, it’s important you identify your target audience, and decide how your content can best serve that audience. Additionally, you’ll want to use analytics to ensure your content is able to reach the right people with the right search intent.
Once you identify how to serve your audience, you’ll want to ask yourself, “How does this tie back to the business?” While it’s critical you write quality content to grow your audience, it won’t help attract prospects if it doesn’t tie back to your business.
Take a look at This Strategy Helped the HubSpot Blog Break a Year-Long Traffic Plateau to learn more about cultivating a business-focused strategy for content creation.
2. Understand your buyer’s journey.
A good content marketer understands that her strategy needs to engage and delight a reader at any stage of the buyer’s journey. While your content should be used to initially attract new visitors to your site, it should also be used to convince hesitant prospects to purchase, and encourage customer retention and long-term brand loyalty.
For instance, perhaps you understand many customers become hesitant to…