Having a content marketing strategy is critical for search engine optimisation, especially since Google introduced the Hummingbird Algorithm update. It is very easy to dive straight into writing content and blogs without researching and planning.
Having a strategy in place that delivers high-quality content that can attract consumers to your business is a key component of any comprehensive marketing strategy. It will increase your online traffic as users find and share content online.
Though businesses should avoid giving users too much of a hard sell, content that builds a brand gently and offers real value to readers will go a long way toward generating leads and conversions for your business.
The first step to any content marketing strategy is to research your target audience (tweet this) . Create a buyer persona by profiling who your ideal customer is. Creating an accurate buyer persona, not based on guesswork or flimsy research, but interpreted data from your web analytics is paramount to having a successful content marketing strategy.
Creating customised content that speaks to real buyers is the difference between a great strategy and one that fails because of lack of research. It takes time and dedication in order to find and create a persona but this work will give huge rewards by capturing the hearts of your target audience.
When building a persona your bringing them to life, they will have a real profile filled with a name, a photo, work, education, interests and pain points. The more attention to detail you give to your personas the more specific your marketing strategy will be.
Once you have your persona profiles established, you must decided how often to implement the content. E.g how often you upload a new blog. You should set realistic targets as to how much time you can spend on this content marketing strategy as inconsistancy will impact negatively on your website.
The number of weekly content updates depend upon the stage (or age) of your content strategy. If you are just getting started, consistency probably means that you are publishing something unique and new at least a few times a month. If you are in an industry with heavy competition, a few times a week would be more appropriate.