How to Refine your Content Marketing Strategy
By now, you probably know that content marketing is extremely important to maintaining a strong online presence for your business. However, if you’re like most small business owners, you approach content marketing with a piecemeal approach rather than a well planned strategy. Instead of randomly posting on your website, blog and social media without a real focus, use these tips to help you refine your content marketing strategy:
1.Make the Digital Shift – Chances are, you’ve been doing content marketing for quite some time. However, with the shift to digital media, you may not know exactly how to transition your newspaper, magazine and radio content over to the digital realm. While the forms of media may have changed, your approach should not have to change much. Instead of focusing on print and radio, you should now turn your attention to website resources, blog posts, e-books, videos, infographics, webinars and user-submitted content that can be shared across the web.
2.Analysis – Analysis is going to be critical to helping you refine your content marketing strategy. In order to create content that resonates with your target audience, you will need to perform a detailed analysis of the competition and your own business as it relates to your market. Once you have a solid understanding of your niche, your competition and your own business, you will be able to create compelling content that engages your target demographic.
3.Keyword Strategy – Keywords still play a strong role in content marketing. Although the emphasis has been placed on high quality content, you still need to integrate highly targeted keywords into your content, whether it is a blog post, an infographic or a video. If you’re new to keyword research and strategy, work with your web design firm to create a comprehensive list of keywords to target in your content.
4.Key Performance Indicator Tracking – In order to monitor the effectiveness of your content marketing strategy and improve upon it, you will need to be able to track key performance indicators. Because tracking can be complex, many small businesses neglect this part of their content marketing strategy altogether. In the end, this causes their overall strategy to falter because they have no reliable way of gauging its success. Instead of ignoring key performance indicators, work with your web design company to set up a system for you to track the performance of your content marketing strategy.
5.Be responsive – Once you have a reliable tracking system in place, you will be able to evaluate the performance of your content marketing strategy. Over time, you will be able to determine what areas of your strategy need refinement. Don’t be afraid to be responsive to the information you receive and make changes accordingly. The ability to be responsive is one advantage that you may have over your larger competitors. The ability to be agile in your market will allow you to outperform your competition.