The key trait for making a great content strategy is your willingness to learn new things and having a problem-solving approach. Content marketing is not rocket science; you need patience, resilience, creativity and an analytical and positive approach. There are no strict rules in the world of content marketing and there is always room for experimentation. Follow these five golden rules to have your readers increase your revenue in the world of digital marketing.
Understand the World of Content Marketing
Sales funnel is a broad term that describes the decision-making process of a buyer on the basis of three key phrases: awareness, evaluation and purchase. Individuals involved in sales and marketing need to pay close attention to this order to better understand the process of purchasing.
In the digital world, content marketing occupies the top position of the sales funnel. Most digital marketers do not realize the importance of content marketing as it seems far away from the actual money-making part of the sales funnel.
New research suggests that content marketing is the fourth stage of the sales funnel. It comes after the conversion ‘delight’ which essentially translates into brand loyalty. According to the new smart approach, content strategists should always be thinking about the four critical stages of the funnel:
Outreach- attracting new potential customers
Conversion- convincing the customers to purchase
Closing- the process of sale
Retention- to establish brand loyalty and returning customers after the first sale
Brand awareness and lead generation creates an opportunity to cast a net over the broadest possible customer base that helps to build an online audience and customer engagement. A great content strategist knows how to engage customers at every stage of the sales funnel and keeps them cycling through the funnel.
Consider Your Content as Resourceful Data
A successful content strategy is not about the number of blogs published per month or your activity on social media. It is absolutely about the quality of the produced content.
A content strategist should be able to engage the audience at every turn and for that, a good strategist needs to know how their content is working and what the customers think of it. One should exactly know how to use the content at different phases to successfully engage the audience.
Your content strategy should be guided by analytics. You should smartly monitor, track, watch and report on the mathematical numbers to continuously refine your strategy. You need to track your customers and know about their interests and choices and what it takes to proceed towards the next step of content marketing.
Continuously test your content strategy to help you get a solid idea about the preferences of your audience, their choices, interests and purchasing behavior.
Work out a Functional Plan
A successful strategy requires detailed planning and teamwork. Just like an editorial calendar for traditional publication, a content calendar should be created. It will guide your strategy throughout a given timeframe. Add special dates like major holidays and other events that are relevant to your industry. Leave some blank spots to incorporate any unpredictable but relevant events or trending topics for at the last minute content creation.
It is convenient to build your content strategy in chunks that can be repurposed through different channels for various objectives. Here we have listed some of the ways to develop a successful multimedia strategy;
- Develop a webinar into a series of small email courses
- Create PDF guides from old blogs
- Develop blogs that can be used to create a case study or white paper in the future
- Create infographics from an old slide show
Set Your Content in a Specific Direction
A content strategist or manager should have a solid framework of content and experienced writers. They should have a strong strategy in mind, sound knowledge about the sales funnel and a workable content calendar. Apart from that, it’s also essential that strategists understand that different types of content fall into different categories of digital marketing.
It’s good to break the content types into different phases of the funnel so that every member of the team is clear about the purpose of each type:
Outreach- Facebook Ads, explainer videos, info graphics, landing pages
Conversion- informational blogs, guest blogs, case studies, quizzes, social media
Closing- reviews, questionnaires, emails, etc.
Retention- whitepapers, contests, competitions, online surveys, reviews, exclusive offers
It is essential to your content well in advanced, then carry out extensive research to know which type of content will perform well in different contexts for your audience across various platforms.
Always work with a fresh mindset.
Have a clear vision of your goals and learn about the most effective and advanced tools that are compatible with your business industry. Always think ahead of time and create solutions that you can continually use in the future to meet your long term goals.