Most business owners understand the importance of regularly updating their blog with fresh and relevant content. It’s simply the most effective and affordable way to attract customers online. But there’s a big difference between knowing what to do and how to do it.
Let’s take a closer look at the “how” with the five-step process for creating a content marketing strategy that leverages your blog:
#1 – Know Your Target Audience
Before you begin creating content, you need to know who you’re writing for and what they’re interested in learning. Figure out where your target audience hangs out and go there regularly to see what they’re talking about. You can start this process by doing Google searches on the types of products and services you offer, which will lead you to relevant industry blogs and articles. Joining LinkedIn groups and participating in conversations is another excellent way to see what’s going on, as is setting up Google alerts on keywords related to your business.
#2 – Develop Your Plan
Once you know your target audience you can plan out the ways in which you’re going to create your own unique content to connect with them. Use the research you performed in step one to develop an editorial calendar with your article topics for each month. This will enable you to more easily manage the content creation process.
#3 – Write Your Content
Now that you know your target audience and have your editorial calendar completed, it’s time to write your articles. Generally speaking, you want to write articles that are about 500 words to show the search engines you’ve created a substantial piece of content. Make your articles easy for readers to scan by using subheads and bullet points.
It may sound obvious, but remember that editing is an important part of the writing process. The last thing you want to do is publish a poorly written article with grammatical and spelling mistakes. That will send your target audience to a competitor right away and will damage your brand and reputation.
#4 – Optimize Your Content
Your articles aren’t going to be very effective if nobody can find them, so you’ll want to optimize them for at least one primary keyword phrase. Link these keywords to other content on your website, such as your products and services pages, to encourage readers to explore more of your website.
#5 – Promote Your Content
There are many ways to start promoting your content. Once you’ve posted the article on your blog, you want to leverage social media to distribute it. Share it across all of your social media platforms that are relevant to your target audience, such as your status updates on LinkedIn, Facebook, and Twitter. Start a conversation on the article topic in your LinkedIn groups. You also want to make sure each blog post includes social sharing buttons so that people who read and like your content can share it on their social networks as well.
One More Thing . . .
An often overlooked but critical consideration is allocating resources–both people and financial. Effectively managing the entire content marketing process can’t be done when employees or business owners have spare time (a difficult thing to come by when you’re running a business). Plan for success by dedicating an experienced in-house resource or look into outsourcing this role to a professional.
That’s it! Now you know the “how” of implementing a content marketing strategy for your business. If you have any questions before you get started, don’t hesitate to contact us at 310.792.8888 or email email@example.com.
About Novo Writing
Novo Writing is a SEO copywriting firm that specializes in content marketing. The company’s Business Optimization Program helps position businesses and their leaders as industry experts, build brand awareness, drive more qualified prospects to their websites, and improve rankings in search results. Visit www.NovoWriting.com or call 310.792.8888 to learn more.