Although the term content marketing is thrown around outside of marketing circles, within the marketing industry, it has a different connotation. Content marketing, in short, refers to not just the creation but also the distribution of content that is created for the purpose of luring in new viewers. This content can’t just be generic, it needs to be of value and informative to the user. Ultimately, content marketing also needs to inspire consumer action, and get people to buy products and services on your website. With that in mind, here are the steps you need to focus on with content marketing in order to get consumers to successfully engage with it and ultimately convert into paying customers.
Content Keyword Research
All good content marketing campaigns need to begin with a good round of keyword research. However, in this case, you need to specifically perform content keyword research. This kind of keyword research needs to focus on questions and information, and should highlight a key question or concern that you know that your buyer persona has. For example, if you have a business selling retro video games, you may have information about old titles that collectors are looking for. If so, you should write a blog post or even create a video about it. Make sure that you’ve performed content keyword research to see if there is any search volume for related search terms though; otherwise, you may have difficulty getting traction.
Look At the Competition
One of the best ways to figure out what consumers in your industry are looking for is to do a competitive analysis. Look at what your competitors are putting out in terms of content, and also look at the SERP results for your target keywords, and see what type of content is ranking there. That’s not to say you should copy your competitors directly. Instead, you should see what you think they are doing wrong with their content marketing, and see what opportunities you can find there.
Figure Out How to Distribute It
Content may be king, but distribution is queen. Both are extremely important, and should be a part of a holistic content strategy. To distribute content, you need to figure out what marketing channels your target audience is on. For example, if you run a company that has products and accessories for young mothers, then you may want to try Instagram as a marketing channel. Remember, that content does not have to necessarily be in the form of an article or a blog. It can also be a visual, such as an infographic or a video. All it needs to do is relay important information to your customers and reflect your brand values.
Focusing on content marketing is extremely important for any online business. As long as it is integrated with SEO, and has a distribution strategy behind it, content can help businesses’ gain recognition and authority within their chosen industry. Ultimately, good content will help businesses gain more conversions, and make customers feel as though they can truly trust who they are buying from.