Using content to market your business is a no-brainer. It’s been done since businesses started advertising and marketing. So forever. It’s honestly not a new thing; however, using content to market online has made it even more effective due to the fact you can track your efforts and laser target your ideal customer using keywords.
- Understand Your Business and Your Audience – You’ve heard it before, but it will never change. You must always study your ideal customer and understand how your business functions to solve the specific problems for the specific people in your audience.
- Know Your Goals – The goal you have for each piece of content you create will be individually determined. If you want to attract new audience members, if you want to expand your reach, if you want to make a sale… it’s all a different goal that you must know before developing the content.
- Know How You’ll Measure Your Goals – Each of your goals needs a metric or key performance indicator that you’re reaching for or looking for. For example, how will you measure whether you’ve reached new customers or not? Know how you’ll determine success so that you can set up the technology right.
- Focus on Content Clusters – A content cluster is simply a broad topic covered by related content that is narrower in focus. So, for example, you may start with the broad topic of SEO and then focus down on each individual element of SEO, then you link each of the smaller articles to the larger topic.
- Choose Where You’ll Publish Your Content – You should know where you’re going to publish the content before even starting the creative process. Whether it’s your blog, social platforms like YouTube or Instagram, and so forth, where it gets published informs many other factors of the content like format, visuals, and so forth.
- Determine the Content Types You’ll Use – Will you publish written content, videos, podcasts, or something else? The truth is, publishing a wide variety of formats is always better because everyone, even within your audience, learns differently.
- Design Content Repurposing from the Start – The great thing about content marketing is that you can create content once, then pick it apart and use it elsewhere. You can also change the format or even the target audience to make it new and refreshed.
- Create a Content Calendar – Once you have the particulars worked out, start a content calendar and spell out what, when, where, why, and how of each piece of content, including your repurposing plans.
- Set Your Schedule and Implement – Once you’ve made the calendar, you can set up your schedule and get it done. Don’t delay because content published is better than content that is perfect but only in your mind.
- Track, Measure, and Test – Always track every KPI, measure the results, and try testing new ideas to improve your efforts.
Content marketing includes any content that you use for marketing purposes but mostly the educational, informational, motivational, and persuasive content that you use throughout your marketing funnel to attract your ideal audience.