Making your company visible on the Internet is nearly impossible without a properly planned and executed content marketing strategy. When your business blog is competing against a gazillion others, keeping your customer-base engaged is the key to maintaining visibility and boosting profits. When other business blogs are shot down and buried in a cyber-grave, these smart content strategies will keep yours alive.
Hit the mark. Before you plan your content strategy, identify your target buyer. If you skip this important step, you’ll waste time and money targeting people who aren’t interested in your products. Before you start planning, ask yourself these questions about your ideal buyers.
Knowing the answers to these questions can improve your chances of creating a content marketing plan that yields results.
Keep it interesting and relevant. Don’t bore potential clients to death with stories about your business. Give them something they can use. Consider one of the journalism's guiding principles. What makes something newsworthy? It can be debated, but the main factors that cause a story to become "newsworthy” are its impact, its timeliness, if it deals with conflict or controversy, its proximity to readers, its prominence and its usualness. You should try to consider these key factors when writing your next blog post.
Don't be a product pusher. Both potential and existing customers are turned off when they are constantly bombarded with product pitches. Content marketing is more effective when it is used as a way to inform and entertain, while subtly guiding readers to your products. There is nothing wrong with mentioning your products and keeping readers updated about your business, just don’t overdo it.
Keep it fresh. Slacking on your posting habits is a sure way for your website to get buried. Start by posting content once a day. After you build a large volume of work, you can cut it down to two or three times per week. If you want to stay on the search-engine radar, never post less than twice a week.
Quality rules. Everything you put on your site represents you and your business. If readers visit your site and your content is barely legible, your business will lose credibility. No matter how much content you post, people aren’t going to buy your products. Instead, they will conclude that your products are as messed up as the content on your site.
Don’t offend. When you’re running a business, you want to make all of your customers feel welcome. For this reason, avoid topics that can potentially offend others. If you opt to post about sensitive topics, do it in a non-biased way.
Coming up with a content marketing strategy that keeps your business from being shot down by both customers and search engines is challenging. When you update regularly, use soft selling tactics, focus on quality, keep things fresh and know your buyers, you will improve your company’s chances of staying alive.