The basic rules for content marketing will most likely not change in 2016, but there are some exciting ideas on the horizon. The shift toward mobile apps and online videos will continue to widen the playing field for content marketers. However, a strong content marketing plan for 2016 must still include interesting, original written content that brings in leads and converts them into customers.
Our top three tips for establishing a solid content marketing plan this year are:
#1: Choose Communication Methods Carefully
You need to know what communication methods your potential customers prefer to use. While you should be prepared to utilize several methods, a few must-have content marketing channels for every online business include:
- a blog – interesting, useful blog content is a great way to keep fresh SEO-rich content on your website all the time, and keep your customers engaged.
- social media platforms – choose just a few social media sites that your potential clients use the most.
- your website content – after all, this is probably how your customers find your website in the first place. Use good keyword practices, and make your content is engaging, useful, and compelling.
A few other interesting ways to reach your potential clients include a YouTube channel, podcasts, e-books, mobile applications, webinars, white papers, and more. Know what your audience wants, but also know your own strengths and weaknesses.
Slash your risk of failure by hiring outside expert help when trying a new and unknown communication channel. Once you learn the ropes of, say, how to record and edit a good video or podcast, you may choose to handle it all on your own.
#2: Establish Measurable Goals
Once you know what you are aiming to accomplish with your content marketing plan for 2016, you can tailor your efforts to make sure you meet that specific goal. This may involve some trial and error, but conducting some research about your customer base at the outset will help speed up your progress toward success.
Set a goal to create a lengthy keyword list (100 or more keywords) that identifies the search terms your potential customers are using to find your business. Once you do so, pick out a long phrase keyword to use for your next blog article. Each page of your site should have a unique focus keyword.
#3: Know Your Customer Base
Do you know what questions, concerns, fears, or needs your customer base has? The answers to this question are what will drive your content creation and sell your product or service. Address your customer base at a personal level – put their minds at ease with interesting, useful content that answers all of their questions.
In addition, there is a growing shift toward local searches, so anything you can do to optimize your website to attract your local customer base will be of great benefit to your business. Consider adding your city to a keyword (“electrician” vs. “electrician in Phoenix”) to create a geographically focused landing page that will bring in more local leads.
The only wrong way to conduct content marketing is any way that does not effectively reach your potential clients. If you stick to the proven methods outlined above and sprinkle in some trial and error, you will enjoy good results.
If you have questions about how you can improve your business’s content marketing plan, call (770) 580-3736 for more information or complete the online form.