We can agree that publishing quality content is revered over quantity. Yet, it’s important that we’re sharing enough content to generate the results we desire. Statistics reveal that, for example, companies that published 16+ blog posts per month received almost 3.5 times more traffic than companies that only shared 0-4 monthly posts. Also, consistently posting on social media networks keep followers coming to our pages.
Therefore, creating a content strategy that promotes quality and regularly produces content is a winning combination for your marketing. Building this content generating machine will significantly improve brand awareness, get you in front of your audience, and yield favorable outcomes like leads and sales from your tactics.
Here are five steps to achieving this goal:
#1 Brainstorm Topics for Your Buyer Personas
The success of your content strategy lies in being able to effectively reach and connect with your desired audience to achieve results. Capturing leads, closing sales, increasing followership and boosting engagement are all key metrics that derive from publishing content that resonates with your target market that moves them to action. Developing buyer personas is perhaps the best process to fully understanding your ideal customer and their pains, obstacles, needs, likes and dislikes.
This data is invaluable because it gives you solid topic ideas for your content. You see, you’ll expand beyond content that reveals how your brand solves problems and share articles that appeal to their interest and lifestyle. This positions you as a reliable source, encouraging people to return to your page.
Other ways to brainstorm topic ideas is simply asking your audience what they would like to see more of on your website. Do a quick survey or poll with your email subscribers and social followers to gain their feedback.
#2 Utilise an Editorial Calendar
Did you know that only 32% of B2B marketers say they have a documented content marketing strategy (Source: Hubspot)? A mapped out, clear plan bolsters execution and breeds consistent action which create long-term results. An editorial calendar is a great solution to helping you organise, plan and schedule your content to maintain a steady presence online. If you’ve struggled in implementing a regular content cadence, utilising this tool will get you over any “writers block” and into a more stable pattern.
There are several editorial calendar tools to choose from. CoSchedule is a robust app with a built-in social media management tool. Or opt for a free choice with Google Calendar. The key is to discover the one that best fits your business needs and simply get started!
#3 Repurpose Content
Repurposing content is a brilliant strategy to building a content generating machine! By taking your long-form blog post, you can convert your evergreen or popular topics into multiple forms to expand your reach and influence online. From social media posts, tweets, videos, infographics, webinars, to podcasts, and slideshows…the options are endless to diversifying your content to appeal to different preferences.
Create a working checklist that you’ll use for each of your longer posts to repurpose. Over time, your content will start to grow in all directions. This means more traffic to your website, increased brand exposure, and more lead generating opportunities…all favorable results for any marketing strategy.
#4 Leverage Your Team
Your team members are invaluable assets that can contribute to a successful content strategy. They each bring their own personality, experiences, and areas of expertise to the table. These ingredients will work well in publishing well-rounded that offers different perspectives and flavor for your audience.
Have everyone play a role in the company’s content marketing strategy. Assign topics that are relevant to the department they serve or have them choose ideas on their own. If they choose the latter, be sure that it aligns with the overall content strategy. You want it to speak to your buyer personas to foster engagement.
#5 Hire Professional Content Creators
Simply don’t have the time to publish the level of content you desire to ramp up your strategy? Consider hiring content creators who enjoy what they do and can align your content with your ultimate business goals. Be clear on what it is you want to achieve with your content (whether more traffic, shares, engagement, etc.) and the buyer personas you seek to reach. The more clarity your writers have of your goals and market, the better quality content produced for your pages. Professional content creators can be designers, writers or even videographers. To learn how to weave video into your marketing strategy, download our guide to Video Marketing Strategy.
Building a successful content generating machine is attainable with the tips offered in this guide. Implement them in your strategy to begin experiencing results from your efforts. The key to content marketing is staying in tuned with your audience, remaining consistent and testing your results to discover what’s working…and what isn’t. In time, you’ll attract the audience, traffic, leads and sales from your content. Download the Video Marketing Strategy ebook today and hit the ground running with your content.