on | by Raine Pilones

Every business has a story. The way you communicate those stories to the audience can help you build authority, draw in leads and pull in new business. The platform you choose and the message you want to communicate will influence the way people view your brand. That is the power of content marketing.

What Makes An Effective Content Marketing Strategy

Planning how every piece will connect and how the audience will land on each content is crucial before you start with the creation process. Planning and consistency comes with the art of content creation. There shouldn’t be anything random here. 

Start with defining your goals. Whether it’s to build brand awareness, drive more leads to your website or boost conversions. This will make it easier for you to identify what kind of content you need for your brand and how to incorporate them into your digital marketing initiative.

Here are some of the reasons why businesses want to invest more time and resources in their content marketing strategy:

  • Content marketing drives quality traffic to a website
  • Content marketing is a great way to generate highly qualified leads
  • Content marketing has the capability to build relationships with your target audience
  • Content marketing builds a brand
  • Content marketing increases revenue
  • Content marketing boosts your SEO efforts

Persona Based Content

Persona based content is creating content that zeroes in on your target audience. Every industry has a different target market and every business has a concept of who their ideal clients are. The target persona is based on your ideal clients and what you want to do is to know everything about them. Not only who they are and where they’re located but also their lifestyle, their habits, why they need your product and how they evaluate which one to buy.

Ultimately, it will give you an idea of what action you want your buyer persona to take when they come across your content. Likewise, you should have the end in mind which means that before you even begin conceptualizing you should already have an idea of what emotion or reaction you want to draw from your audience.

Do you want them to feel excited, happy or empathetic? Person-based content makes sure that you attract the right audience who will make an impact to your business. 

Effective Content Planning

Effective content planning is essential for a successful content marketing strategy. You should be able to map out what you’re going to do weeks ahead of time. It’s about knowing what kinds of content will do the job and if you have the capacity to produce quality materials. Whether you’re doing blogs, white papers or website copies, everything must serve a purpose and should contribute to your business goals.

When planning and producing content, another thing to pay attention to is the consistency. Consistency is key when it comes to success in content marketing. You can’t create one piece of content and expect it to do the job. Similarly, you can’t create content and publish whenever you feel like it. It creates confusion to the audience and SEO-wise, it won’t do you any good.

Consistency also translates to messaging and tone of voice. Have a solid brand voice that you know represents who your company is and can be carried out across all your content marketing campaigns.

High quality content that's published regularly will build up your reputation, increase your following, improve your credibility and will reflect on your sales.

Measurable Content (Set KPIs)

As with any successful campaigns, you should create content that can be measured. So setting your digital marketing metrics or key performance indicators early on is very important. These numbers and values help set your expectations and from there, you can see if your efforts are paying off.

Setting your content marketing goals is important when setting your KPIs. For example, your goal is to increase website traffic and to do that, you plan on increasing the production of blogs per month. Or you want to increase conversion so you optimise the content on your landing pages as well as all your CTAs. These are measurable goals and measurable channels. There are tools like Google Search Console or Google Analytics that can assist you in measuring these KPIs.

Creating content that’s measurable keeps you on track and lets you know if the goal has been achieved or not. This will make it easier for you to know if your strategy is working, and if it isn’t, then you can easily pinpoint the elements that are not helpful to the campaign.

Types of Content Marketing Strategy

Written Content

Written content is the foundation of any kind of content format that you plan to create. Here’s we’re going to list the top written content that you can create for publishing:

1. Blog Posts

Blogging continues to be relevant today. People crave information and the most accessible source of information is right on their fingertips. Mobile devices. There’s an estimate of 3.5 billion smartphone users worldwide. So regardless of your company size, whether you’re a small business, or a multinational company, blogging is necessary to your content marketing strategy.

Benefits of Blogging

  • Drives traffic to your website
  • Boosts SEO and search engine rankings
  • Builds credibility
  • Develop a deeper relationship between your brand and customers

2. Ebooks

Another important source of information are ebooks. Ebooks contain more in-depth information that can be too long for blogs. More people also prepare this format because of its accessibility offline.

Ebooks give value by informing customers as well as leads, thoroughly. Informed prospects can turn into one of your most loyal partners in the long run making it a highly effective marketing tool. 

3. Newsletter

Newsletters are a fantastic medium to inform regular website visitors about promos, seasonal events, or freshly published content. The key here, as stated above, is consistency.  Be consistent on the days you send a newsletter and the tone of voice that you use in your messages. Be conscious of the amount of emails you send your subscribers because what you don’t want to happen is to be labelled as a spam message.

Newsletters also have the capability of making your regular customers feel special and updated. There’s something about being ‘in-the-know’ like being in some sort of inner circle, that people love and this can take effect if they’ll be the first to hear about your brand’s new offers. This can be seen as a sort of reward for subscribers and new users, which can convert them into brand advocates.

4. White Papers

White papers are education material that can guide consumers in solving a particular problem. This is a form of content that allows the reader to view a problem from a different perspective. In business, white papers are considered to be the most influential piece of business collateral. 

This form of content helps support customer acquisition, lead generation and can also connect you to new sales or business opportunities.

5. Reviews

Reviews or any kind of user-generated content are amazing because they’re a form of social proof that other potential clients can see.

You can look for customer reviews on other websites, forums or social media, see what people are saying about you and post them on your website or share them on your own social media pages.

6. Case Studies

Case studies are another form of social proof but in a more detailed format. This illustrates how you solved a problem for a particular person or group and helped them achieve their goals.

Content and storytelling has the power to persuade. By using a story of a successful client as an example of what your business can do, it is a method of telling others that your clients were able to solve the problem because of your process and not by chance.

7. Educational Materials or Guides

How-to guides or instructional materials has grown in popularity because they answer people’s problems. These kinds of content will also help your clients be aware of what they can get out of your product.

8. Credentials

You can always show (off) your awards and credentials on your page to let people know that you’re a credible expert in your field. So be proud and display badges and any proof of achievements on your website.

Visual Content

Most of us digest and process information based on what we see. Humans are visual creatures and this is one of the main reasons why visual content is a powerful and memorable way of attracting your audience’s attention.

1. Images

An image is an effective way to gain people’s attention and communicate your message fast. You can always find stock photos online in websites like Shutterstock or Flickr.

2. Videos 

Video continues to be an effective element that compliments a content marketing strategy. As visual creatures, we find videos to be more engaging. By 2021, it’s estimated that the average person will spend 100 minutes every day watching videos online. It is indeed easier to produce written content but a unique video content once in a while will be beneficial to your company.

Some video content that can benefit your business:

  • Vlogs
  • Webinars
  • Tutorials
  • Educational Videos

3. Infographics

Infographics are a fun, catchy and an engaging way to convey information to your audience. These materials are a graphic visual representation of data that aims to present information quickly and in a way people will understand.

They might look simple and cool, like posters you just want to print out and hang in the office, but designing an effective infographic requires a very keen eye for detail. Poorly designed infographics can confuse your audience, and make it harder for them to comprehend your message.

There are a lot of tools and software available that lets you create clean and catchy infographic designs, some examples would be Canva and Figma. However if you are in need of a more professional touch there are digital marketing agencies who also offer graphic design as a service along with their content marketing services.

Interactive Content

It takes two to make a relationship work. This goes for your business and your audience as well. You want your audience to be active participants rather than just passive users. Interactive content is more useful to your business than you think. For one, it engages your website visitors. Not only does it heightens user engagement and experience, it also lengthens a visitor’s time on page.

Image with the description: ‘Time on page is the average amount of time users spend viewing a particular page on your website. When a user exits that page, the clock for the time-on-page stops’

Time on page is an important ranking factor for Google to evaluate how important that specific page is or how important your website is. The longer a user stays on the page and interacts with that single page, it sends the message to Google that the page is of high value. If Google reads this kind of information from that page multiple times, then it’s more likely to recommend that page to other users when they search for a keyword related to it.

Examples of interactive content

  1. Polls
  2. Quizzes
  3. Surveys
  4. Contests
  5. Checklists and Templates

Is Your Business Ready To Tell Its Story?

Content Marketing opens so many doors for your business. It also gives you a lot of room to think outside the box and develop a concept and strategy that really suits your brand. 

However, creating your message, turning it into a story your audience can appreciate and getting it noticed or shared isn’t a walk in the park. Content creation is indeed a creative process, but in order for it to be successful, you also have to be savvy with the technical aspects, such as search engine optimisation which includes optimising your website for search engines, keyword research and other on-page or off-page efforts. 

You don’t have to do it alone, there are content marketing services and SEO services offered by established companies to help businesses of all sizes stay visible online.

Just remember that in creating content, you have to always make it relevant so that your audience will always find value in it. Also, to be consistent in not only providing high quality content but in also updating them.

With the right content marketing strategy, you should be able to give your audience the information they need to make educated purchasing decisions. This will likely build your authority online and improve conversions.

Tags: Insider Marketing SEO

About the Author

Raine Pilones is a content creator for Axadra and a digital marketer specializing in SEO. She has been in the marketing industry for 7 years working in tech and TV production. A writer by day and a reader by night, she enjoys aquathlons, long runs and playing short trills on the piano.

Raine Pilones
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