Content marketing strategy is crucial if you want to have a website that generates actual business for you. You need content on your website about the subjects that you want to show up for in the search results. In fact, with a great content marketing strategy, your website can be your best salesperson, and it doesn’t take a commission. I am going to show you how to lay out the exact digital content strategy we build for our clients. When executed properly it can generate hundreds of thousands of dollars in business for you each year.
Content Marketing Strategy #1: Target Your Content Like You Never Have Before
When it comes to digital content strategy, like any marketing effort, it all starts with the targeting. Think about your existing customers. What similarities do they have? What differences do they have? Most businesses have 1-3 ideal prospects and each of those prospects have different needs for your products or services.
When we are developing a content marketing strategy we like to answer questions about each prospect and create a persona. A persona is a semi-fictional description of your ideal prospect. You want to write out who they are, what problems do they have that your services solve, what questions do they ask. The more detail you put into the persona the better your content creation strategy will work.
We even give the persona a picture and a name and keep them in mind whenever we are creating any content for the website.
Content Marketing Strategy #2: Keyword Research
There is no way around it. Your digital content strategy is worthless without keyword research. Keyword research is the process of finding out how people search for what you do. It’s not always the way you think they search.
Usually, our keyword research turns up opportunities that we were not aware of. Plus keyword research helps you make data-driven content strategy decisions.
Here’s an example. We were doing keyword research when building a content marketing strategy for an architect when we found a French term “en suite”. The architect explained that it meant master bathroom and was frequently used on the home makeover shows. It was off our radar but is one of the keywords that had very little competition and was an important part of our content creation strategy.
Content Marketing Strategy #3: Brainstorming Content Ideas
There’s nothing worse than a blank piece of paper to a writer, and it’s even worse to non-writers. Getting that first content idea can be the toughest task for even a seasoned pro. So here’s a way to grease the wheels for an amazing content marketing brainstorming session.
Get a pad and keep it by your desk. Write down every question that you have ever been asked by a prospect or a customer. If you do this for two weeks, you’re going to end up with a list of questions that you can answer as blog posts on your website. It’s a great way to start the content marketing process.
The other thing to think about with this content creation strategy is that most prospects probably ask the same questions. So if all the people you meet are asking those questions, that means that the people you don’t meet are Googling those questions.
Plus, Google loves question and answer content so much that it often highlights it in very prominent ways in the search engine results.
Content Marketing Strategy #4: Longer Content
Yes, everything you hear today says that people don’t read long content. Well, Google does and it prefers longer content. A recent study looked at over one million search results and found that the average length of content on the first page of Google was over 1,800 words.
If you’re starting a blogging content marketing strategy you don’t have to write 1,800-word blog posts. We find that 600-word posts that are focused on targeted keywords are very effective.
If you are only able to write 200-word blog posts, don’t bother. You will not get traction in the search results with content that short.
600 Words is about a page and a quarter so it’s not THAT long. Plus you can break up your content by using bold section headers that make the content more scannable for readers. (Like we have done here.)
So there you have it, 4 content marketing strategies that we use with our clients to help their business websites actually generate revenue. If you need help with a content strategy for your website please call us at (973) 770-4668.