The 5 Elements of a Great Content Marketing Strategy

by Sarah Quinn on 18 June 2014
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Content marketing is definitely a hot topic and with an impressive 93 percent of organizations relying solely on content marketing to build their brand, it's hardly surprising that you'd want to do the same. But if you've only just set up your business and you haven’t got a plan sorted yet, how do you know where to start?

Check out these 5 elements of a great content marketing strategy to help pull you in the right direction...

1. Get to Know Your Audience

The first thing you need to do is research your target audience. Maybe you already have a vague idea of who your audience is, but to make content marketing work for your business, you need to find out everything there is know about them. Why do they buy your product? What do they do in their spare time? What TV show do they like? What is the first website they visit when they go online?

The key to creating great content is that it needs to be targeted to the right people. So once you truly know your audience, you will be able to create and tailor your content so that they will want to click onto it. If you're just in the early stages of your business then you may not quite know who your audience is. Think about putting out customer surveys on your website to help with this.

Put into action:

  • Research everything there is to know about your customer
  • Tailor your content to their interests
  • Implement customer surveys to help with your research

2. Start to Collate Data

Data collection will significantly help you out when it comes to the actual creation of your content. The reason why people love web content is because it's easy to digest and it teaches them something. They won't however, want to read content that has been used a thousand times over, so it's time to pull your sleeves up and do some more research!

No matter what type of content you are thinking of creating, if you put statistics with it, then you are showing authority and will give your audience the impression that you are a leader in what you do. Take a look at our infographics and you will see why they are so shareable around the web. They offer a bunch of interesting stats, put in a visually appealing way. Don't forget to use current data and call on market research experts if you can't do your own research.

Put into action:

  • Collect interesting stats for your content
  • Do plenty of market research
  • Use data that is current

3. Choose the Type of Content

So it's time to decide what type of content you want to create. There's plenty of different types of content out there and it really depends on your audience, as to what you create. Blog posts are a great way to help boost your SEO and keep your audience coming back for more. If you do want to start blogging, make sure you post at least twice a week in order to see good results. E-books are a valuable tool as they can be offered as an incentive for your customers to sign up for your service and can help teach them something in the process.

As mentioned earlier, infographics are a great way to present statistics to your audience in a visually appealing way. You can do an infographic about anything, and people love to share them. Another great option is shareable videos. There's really no better way than to connect with your audience through a video, and creating a fun 30 second video will definitely help bring awareness to your brand.

Put into action:

  • Use a variety of different types of content to appeal to a wider audience
  • Make sure you regularly post content – at least twice a week
  • Make your content fun, interesting and shareable

4. Create a Distribution Plan

So once you've got your content ready, you shouldn't waste it all in one go! You need to devise a plan for when and where you are going to share it with the world. Your social channels are clearly a great place to start, but make sure you work out the best time to post it to bring in maximum views and shares. Put a plan together outlining each website you intend to post it on and set up your posts using software such as Raven as this will help you stick to your schedule and stay organized.

Try and create content that is relevant to current affairs as you're more likely to see results. Take for example our World Cup video (See below). The term 'World Cup' has been trending on Twitter since the tournament started and people are heavily interested in seeing content that is relevant to it. So we posted our video along with the trend to help get more viewers to see it.

Put into action:

  • Put together a schedule for where and when you plan to post
  • Use software like Raven to help you schedule out your posts
  • Make the most of trending topics and tie it in with your content

 

 

5. Monitor your Results

Now your content is flowing freely around the web, it's time to keep track of the results to see how well each piece has been received. Don't be disheartened if some of your content doesn’t do as well as you would like. The problem is most likely to be the place you are sharing it, rather than the content itself. Implement plenty of testing on different social sites to see what does best and where.

It's also a great idea to not only post content on your social, but try and build up a list of 'social media influencers' who will help get your content in front of a wider audience. They may have specific rules that you need to adhere to, such as creating exclusive content just for them, but the end results tend to be worth it as they can get many more people looking at your stuff.

Put into action:

  • Always keep track of your content to see how well it does

  • Switch it up and try different channels if it doesn’t always work

  • Contact social media influencers to help get a leg up

Call in the experts

Let's be honest, creating content is a full time job and if you don't have the facilities or the man power, then it can be really difficult to keep on top of it. Luckily for you we now offer content marketing as part of our services and we can help create various different content pieces to match your brand. From infographics and shareable videos, to blog posts and social media management, we are ready and waiting to help create content you'd be proud to put your name on!

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Content Marketing

Sarah Quinn

Written by Sarah Quinn

I eat, sleep and breathe great content so it kinda works out for me that I get to do this as a job. But waaaaait, I'm not one dimensional..... I also LOVE peanut butter, odd socks, running, daydreaming about time and space, corgis in top hats, afternoon tea and Chandler Bing.