Content can be a great way for startups to increase their online visibility and attract potential customers. With the proliferation of social media channels and different types of content, it can be overwhelming to know how to develop your content strategy strategy from scratch. This articles shares tips for defining and successfully executing your content marketing strategy.
How to define a content marketing strategy?
Before starting any content creation it is important to define your target audience. This is important because they will define the pieces of content your should be producing. For example, if you are targeting enterprise customers then they will be looking for white papers and case studies with credible customer testimonials whereas if you are targeting gen Z consumers then you should consider developing video content for the social media.
Once you have defined your target audience, you should build persona profiles to ensure you have content which defines each of their problems and addresses each of their perspectives on the pain points with the intention of slowly making them consider your product or services as a valid solution. You can also vary the content types to offer a holistic customer journey to your buyer personas. Mapping out your content plan in a spreadsheet and using a content calendar can be a great way to maintain a constant publishing cadence and ensure you meet your business goals. You can also use these to help you identify content gaps and brainstorm new content ideas.
How to leverage SEO for your content strategy?
Search engines will rank your content and recommend it to web searchers if they feel it is high-quality and will solve the queries web searchers are raising. There are a number of techniques and playbooks to optimise your search engine efforts as it can be a great way for startups to increase their organic traffic and attract new customers. Publishing quality content on a regular cadence for your target personas will allow you to build some topical authority in your space which will in turn organically attract backlinks and inbound customers.
How to distribute your content on social media?
Once you have started to publish great content, you can distribute it on social networks such as Linkedin, facebook, instagram and twitter. You can distribute the content as links back to your website or as template snippets which are optimised for the respective social networks. Building a following on the social networks is a great way to build brand awareness and social proof that your business is real.
How to distribute your content with email marketing
People who enjoy your content might sometimes wish to subscribe to your blog for updates. Thanks to email marketing campaigns, you can nurture these leads into customers by sharing relevant content and additional details about your solution. These email subscribers will the turn into website traffic and therefore potential customers.
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How to offer a complete customer journey with Podcasts?
Effective content marketing requires offering a complete content journey to your target audience. Whilst regular content and social media posts are effective, they can become more effective with webinars and podcasts. Offering visual and audio content of you and your team speaking is the ultimate proof that your business is real and it can be a great opportunity to explain to prospects why your approach is unique.
How to boost your content strategy with influencers?
Influencers are people who have built a significant following in their domain and can be found on social media. Entrepreneurs can consider partnering with influencers via an endorsement or guest post in order to boost their visibility and reach. Whilst you might need to pay an influencer initially, you will benefit hugely if they decide to use your product as they will naturally share it to their followers.
How to track your progress?
In order to determine if your content marketing efforts are working, you will need to have the right tools to track your conversions and website metrics. Tools like google analytics and google search console allow you to quickly identify your most successful content and the queries they are ranking for. You can also use these metrics to identify good content which needs to be re-optimised or repurposed.
In this article we have shared tips for developing and monitoring your content marketing strategy which don't require a huge marketing team to implement. Setting ambitious marketing goals will allow your small business to offer via quality content a complete customer journey for your target audience which will then in time lead to inbound customers.
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