The 101 of Content Marketing Strategy

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The 101 of Content Marketing Strategy
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Develop a Content Strategy

• When you want to build a content strategy for
  your website or blog, it helps to think first
  about your target market. Typically, site owners
  like you will use your web content to market some
  product or service. Another possibility is that
  you will be writing for a cause.

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Think Strategic

• The entire focus of the content strategy is
  to build traffic to your websites from search
  engines like Google and Bing and then get people
  to take a particular action once they visit your
  URL. Examples they might take are signing up for
  a newsletter, signing a petition, purchasing a
  product, or scheduling a service.
• Here are some tips to help you organize a
  comprehensive content management strategy and
  give more marketing power to your website or blog

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Think Market Specifics

• If you own a business or a nonprofit or work
  independently, you have some idea about the
  market you are trying to reach with your
  marketing strategy. Its time to cut this
  information down to the bare bones. Identify the
  segments of your target market who will benefit
  from your content. Sometimes, these may be the
  segments most likely to take the desired action
  you want. For example, a segment might be
  homeowners over age 50 with a professional
  career. Another segment might be young people
  ages 18 to 30 who have never owned a home. They
  will require different kinds of content. Your
  effective content strategy must address these
  demographics with appropriate themes and marketing

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Think Keywords

• Effective content still must consist of
  targeted keywords that people are searching for
  online. For example, a pressure washing business
  in a Chicago community would be writing content
  for phrases such as Chicago pressure washing
  and pressure washing service in Chicago. You
  can use Google Ad Words information to help you
  choose the appropriate keyword phrases for your
  business or organization.

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Think Themes

• Once you've targeted segments identified,
  its important to brainstorm a list of topics
  that might interest them. The same pressure
  washing business might develop one set of content
  for people who already own a home and want to
  find a cheap service. They might develop
  different content to educate people who have
  never kept up a home before and explain the
  benefits of pressure washing for protecting the
  long-term value of the home.

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Think Tracking ROI

• Google Analytics makes it easy to track how
  your content performs once you post it online.
  Every article, product page, and blog entry that
  is populated with keyword phrases can be tracked
  for how many people click on it each day. Create
  more content like the pieces that get the most
  clicks from visitors and then convert them to the
  desired action.

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