Content marketing is more than just the odd branded tweet. It’s not just a LinkedIn update once a month or a blog post here and there either. Getting it right requires energy, focus and marketing knowledge which is why many companies rely on external help from the likes of Whitefish Marketing, a digital agency in Kent.
Content marketing can be time consuming. But here’s how to create a strong marketing strategy for your brand.
Step 1: Know Your Audience
Digital marketing is a form of communication. You wouldn’t talk to your grandmother the same way you talk to your friends down the pub and the same applies to branded content. As a company, you need to know and understand your target audience as this will determine the style and tone of the content you craft. To identify and connect to your niche, you should:
- Make the most of Google Analytics
Use Google Analytics to unravel vital web insights such as who is viewing your brand online. Delve into specific data sections such as the age, gender and location of your audience. Colourful graphs will allow you to interpret insights in a quick and easy way.
- Look at Social Media Analytics
Another thing you can do is to check out the social media analytics of the platforms you use. Find out which content types perform best across each channel, what time your users are most likely to see your posts, which age groups are viewing your content and whether you’re being talked about online.
Step 2: Suss out Your Competitors
Knowing your competitors is an important part of any content marketing strategy. To know who you’re up against it’s a good idea to type the keywords you want to rank for into Google and take a close look at who comes up. From there you can suss out their website and look at their social media channels. Look at how they lay out content, how they communicate with clients, which posts have the most likes and so on as this will inspire your own business strategy.
Step 3: Set Objectives
The next step in the process is to set realistic objectives for your content strategy. One of the best ways to do this is to use the SMART acronym for creating effective goals. This includes 5 qualities your goals should have and provides a solid framework:
SMART (Specific, Measurable, Attainable, Relevant, Timely).
Specific. What do you specifically want to achieve? Perhaps you want to boost followers on social media or get more post shares?
Measurable. Attach a metric to your content marketing goal, so that you can keep track of progress. For example, you might want to increase web traffic by X%, improve engagement by X%, or bring in X% more attendees for your webinars.
Attainable. There’s absolutely no point in setting unattainable goals. So look at hurdles such as a low social media budget and find ways around this issue.
Relevant. All goals should be relevant and drive your business forward. If more social media post likes are unlikely to boost revenue, then perhaps look at boosting sales landing page conversions instead through PPC or SEO content.
Timely. Set a specific time frame for each objective.
Step 4: Define Your Brand
Find a voice, style and tone that’ll influence your content. No two brands are identical. While some rely on humour to sell products, others are much more straightlaced. How do you want your brand to communicate? Will you use slang and colloquialisms or not?
From there, you can create your very own style guide. This sets out the rules of your content and will help keep things consistent across your branding. A style guide is also important as it makes it easier to outsource work to content marketers. When everyone is on the same page, the quality of work improves.
If you’re looking for a tailored content marketing strategy for your brand, contact Whitefish Marketing today, an SEO agency in Kent offering a wide range of services.