Content marketing is a powerful method of digital marketing. It has a lot of potential because it has a great return on investment and long-term benefits. However, all of these benefits can be easily lost if content marketing is not done properly.
In this article, we will teach you how to do content marketing properly to avail yourself of all its benefits.
How to Unlock the Success of Content Marketing
In this section, we will teach you the major things that are required to unlock the success of content marketing. You will see that some points are not directly related to content marketing and are more related to research and analysis. However, they are important aspects of content marketing and are necessary for its success.
Research Your Audience
Researching your audience is the first step in content writing. Content marketing only works when the content you create aligns with your audience’s interests and needs. Without research though, you cannot find out what your audience’s interests and needs are.
This is where audience research comes in. Now, before we delve further into that, let us look into the types of audience a business may have.
- Existing customers
- Potential customers
Each type of audience wants something different from your content. Audience research will arm you with the knowledge of each customer type’s likes, dislikes, and why they do something (or don’t).
Now, there are two types of research: qualitative and quantitative. In qualitative research, you research the reasons why certain audiences behave a certain way or do something.
In quantitative research, you learn about how many times they do something and how intensely they do it. Both approaches have their pros and cons, and you should do one or both of them if you can.
Some popular methods of doing audience research are:
- Doing surveys
- Holding polls
- Using focus groups
These methods let you gather data from a lot of people at once and arm you with the knowledge that helps you successfully market to them.
Create Buyer Personas
From the information that you collect during the audience research, you can create buyer personas. What is a buyer persona? A buyer persona is a highly detailed description of your target audience. It does not include only one person, rather, it describes a group of similar people.
A typical buyer persona provides you with the following information.
- Your ideal customer
- Their spending and buying habits
- Their decision-making process
- What challenges they face
When you know those things, you can create content that caters to that specific persona and converts them into leads. Specifically, the challenges your ideal customers face are the ones that you can solve for them. So, you write content that teaches the audience how to face those challenges using your products or services.
Buyer personas show you the way to create diverse content for your audience. You see, it is useless to create content without any direction. With audience personas, you have a clear direction to work towards.
You use your marketing content to attract your potential customers and help your existing customers. This kind of focused content is what brings success.
Select the Type and Format of the Content
Now that you know what kind of content to create and for whom, you need to decide which format of content works best for your business goals. From your audience research and buyer personas, you should already have information on your audience’s likes and dislikes.
So, you will be well-informed as to which content format works well for your needs. When we say content formatting, we mean the form in which you publish your marketing content. That includes things like:
- Blog posts
- Marketing copy
Some of your personas might be more receptive to blog posts, others might like direct 5 emails more, and some might like long-form content like e-books and such. Selecting the right format is important for the success of your content marketing.
Aside from that, the formatting of the actual content is also important. For example, in a blog post or article, you can format the content to have headings, lists, and bullet points. These kinds of things are important for the audience because they improve the readability, comprehensibility, and overall feel of the content.
Proper formatting can dramatically improve the performance of your content which is why it is key to the success of your content marketing.
Write High-Quality, Relevant Content
Now, we come to the most important aspect of content marketing; the content itself. At this point, you already know who to write for and what format to write in for the maximum impact.
The only thing left is to write the content itself. For the success of your content marketing strategy, you need to do the following things.
- Write useful and valuable content that addresses the audience’s needs
- Make it grammatically correct
- Make it easy to read
- Make it scannable
These are the things that matter when it comes to content marketing. So, how can you make sure all of those things are present?
Well, for writing useful content, you will naturally turn to your audience research. You must remember that we talked about researching the challenges faced by your audience that can be solved by your business. Those are your topics for creating useful content.
As for grammatical correction that is a simple proofreading task, however, making it easy to read is difficult. Every writer has their own definition of easy and that is the one they follow when writing content. However, what is easy for a writer may be difficult for the reader. So, care is required to keep the readability grade at a certain level.
Thankfully, it is not something that cannot be solved in the post. You can evaluate your content for readability issues and then reword the difficult parts. The best thing is that you can do it with a tool, so you don’t have to expend any effort.
A reword generator is one such tool that can improve the readability of your content by replacing difficult words and phrases with their synonyms.
Finally, the scannable part is already taken care of as long as you format your content with proper headings, lists, and bullet points.
Promote Your Content on Different Platforms
Your content will not automatically become successful once it’s written. You will have to do some things to get it the recognition it deserves. Search engine optimization (SEO) is one of the methods of promoting your content.
So, as long as your content has the right keywords used in it, it will rank well on the search engine results pages. However, that is just one of the things you can do to improve the success rate of your content.
You should actually invest in more active promotion of your content as well.
Another thing you can do is promote your content on social media. Nowadays, you can find anything on social media. So, you should find some groups and communities that relate to your niche and promote your content there.
Some of your audience like to get their content delivered straight to them, so utilize emails to send them e-books and newsletters. By promoting your content this way, you can ensure that many people read your content and engage with it, thus boosting its success rate.
Monitor and Analyze Results
No marketing strategy is perfect. They all have some pros and cons. Some strategies are subjective, and their success depends on the audience. You cannot ascertain in advance whether your strategy will work or not.
To determine whether your content strategy worked or not, you have to monitor its progress and analyze the results. Monitoring is necessary for finding out whether your content strategy has been successful or not.
So, what are some things that you can monitor and measure with respect to your content? These are some of the things you can monitor:
- Content engagement
- Number of impressions
- How many comments your posts get
- How much traffic do you get from internal links in your content
- SERP ranking
These things can tell you about the success of your content marketing. If the content has a small number of impressions, it is probably not doing well in the SERPs, or it has a bad title and description.
A low number of comments means that people did not find anything discussion-worthy in there.
All of these things will help you understand the shortcomings of your content and address them accordingly. This will help you increase the success of your content marketing.
So, that concludes our guide on unlocking the success of content marketing. It involves thoroughly researching your audience, creating content they like, formatting it in a way that is engaging, and promoting it. As with all strategies, you have to analyze and monitor your efforts to see what is working, what is not working, and how to fix it. If you do all of that you will find success.