How to choose the correct content marketing strategy: tips from content revision experts

How to choose the correct content marketing strategy: tips from content revision experts

Content marketing is a technology for generating and disseminating information to engage a key audience. The main objectives of this approach are to motivate consumers to take certain actions and involve them in the conversion scenario. In other words, content marketing provides potential buyers with information in the right place at the right time.

What is the purpose of revision and a strategy for content marketing?

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Content marketing allows you to establish a “conveyor” and deliver meaningful and relevant information to the target audience. The strategy makes it possible to combine goals and means. In this case, the goals depend on the tasks and usually consist in increasing sales or maintaining their level. Means are the choice of the content`s format and the channels for its distribution.

However, this only happens with the correct use of the tool. Achieving the desired effect requires a combination of the benefits of content marketing strategy and practice.

First of all, the understanding of the key points is required:

Features of content that will really work for the business interests, taking into account the understanding of the needs of the key audience. For example, in one case, it is necessary to provide potential consumers with more information about the company’s products, in the other – to actively stimulate the key audience to make a purchase, in the third – to convince them of the benefits of using the company’s products. 

Frequency of use of certain marketing techniques. This factor can be not only a strategic but also a tactical task. From the point of view of strategy, the factor of timeliness is important, and the publication calendar helps to take it into account. The main sites for posting content. Content distribution should take into account the preferences of the key audience in choosing one or another platform for communication.

All these issues are covered by the content marketing strategy: a set of activities aimed at studying the information needs of the audience, creating relevant publications and making their promotion.

If no strategy, a company risks distributing its content in the hope that it will reach a potential consumer in one way or another. But it is not at all a fact that this will actually happen. The strategy makes it possible to create content on the basis of clear planning, effectively promote it, measure the effectiveness of your actions, and use the information obtained using metrics in order to increase the final result.

Key elements of content marketing strategy and tactics

Each company has its own characteristics, so the strategy cannot be universal. However, there are basic elements on which content marketing strategy and practice is built. 

Planning a content marketing strategy

Any action begins with an idea, and promoting a brand or product is no exception. The basis for planning a content marketing strategy is the basic understanding on which the relationship between the supplier and the consumer around the product is built: 

  • Understanding the problems, goals, way of thinking of the buyer; 
  • Understanding the product as a means of solving consumer problems; 
  • Understanding the essence of marketing in terms of helping the buyer solve a problem.

There is such a thing as a sales funnel – the degree of customer readiness for targeted actions. The first step towards a deal is the awareness of the existing problem, the second is the search for recommendations on how to solve it online. Further, the consumer realizes the availability of alternative options for solving his problem, makes an informed decision regarding the choice of a product and makes a purchase. 

When planning a content marketing strategy, every question that a consumer has at any stage of the sales funnel turns into an informational reason for creating useful and in-demand content. 

Setting business goals in content marketing 

The goals of content marketing must provide a competitive advantage to the business. Specific formulations and analysis of the real market situation are important here. These goals can be:

  • Directing traffic; 
  • Increased loyalty; 
  • Increasing brand awareness; 
  • Reduced cost per lead.

Content marketing strategy and practice are built in such a way that achieving the set goals means achieving a certain result.

Increased traffic

To increase website traffic, it is necessary to determine the appropriate content on the desired topic, to determine the key request. After the publication, the results are monitored, the number of transitions to the post, indicators of social activity are analyzed. If the indicators are not high enough, optimization is required. Content should rank in search engines for key queries and contain relevant keywords with sufficient frequency for search engines to show it as high as possible in their rankings.

Practicing marketers use many different programs to analyze website content. Such tools make it possible to analyze the content, and, if necessary, optimize it by examining the data for keywords.

The following points are taken into account during seo optimization: 

  • Content quality; 
  • User interaction with information; 
  • Technical indicators of pages; 
  • Number of images; 
  • Fragmentation of content.

Optimization allows you to eliminate common mistakes that hinder traffic growth. These may be problems with loading speed, lack of a mobile version of the resource, mismatch of meta tags with the page content.

Increased loyalty

Each customer prefers certain brands, appreciates them for quality, design, popularity or other characteristics. This is called loyalty. This factor determines not only an increase in sales, but also additional benefits for the business. With such an interested audience, an organization can afford to cut promotion costs, set the best prices, maintain a client base in times of crisis, and not depend on the actions of competitors.

Effective implementation of a content marketing strategy can increase loyalty in several ways: 

  • Attract new customers while stimulating existing customers throughout the sales funnel; 
  • Present the company as an expert in its segment through relevant content;
  • Expand the scope of the brand’s impact on the key audience through publications on different platforms; 
  • Increase the number of potential buyers who avoid traditional advertising but value useful content. 

The main advantage of a content marketing strategy is the formation of brand loyalty, not even at the time of purchase, but long before this action.

Increasing brand awareness

The first step to increasing brand awareness will be to analyze the change in interest in the company on the Internet. The growing popularity of the brand is evidenced by directing traffic, numerous reviews, and user publications in social media platforms.

To increase recognition, you need only two factors: placing content where the key audience is focused and creating a positive image. External publications do an excellent job with these tasks, for example, on industry platforms. Due to high-quality external links, the ranking of the site is additionally increased.

To increase brand awareness, contextual and display advertisement, promotion in social networking and instant messengers allow. The main task of a marketer is to select exactly those methods and such content that most closely match the tasks and specific features of the company. Another important nuance is that content marketing strategy and practice imply a big variety of tactics. However, the actual execution depends a lot on the content marketing budget.

Reducing the cost of a lead

A well-built strategy makes it to where you can engage more customers without increasing advertising costs. This effect is obtained by reducing the cost per lead. Depending on the situation, there are various ways to reduce the cost of a lead while increasing the effectiveness of advertising.

The main conditions for reducing the cost of a lead are: 

  • Unambiguous understanding of conversions at different stages of the sales funnel; 
  • Optimization of conversion paths for each stage of the sales funnel; 
  • Optimization of the advertising campaign itself; 
  • Removing sources of inappropriate traffic; 
  • Redistribution of traffic to “working” conversion channels.

Identifying the needs of the key audience

Success directly depends on understanding the requirements and interests of potential buyers. It is necessary to clearly understand the social status, services provided, age, education, place of residence, hobbies and client preferences to make an interesting content. High-quality content should help people solve their problems. 

When creating a portrait of a buyer, marketers are working on segmenting the key audience, identifying sustainable trends for each segment. Thus, lists are formed in accordance with the basic preferences and existing needs of potential customers. 

The benefits of professional content marketing are extensive planning, performance analysis and optimization opportunities to attract new customers and increase brand loyalty. And the benefits of are that this service is ready to make edits your paper requires as easy as ABC.