It often sounds like a cliché, “Start a blog”, like what every digital nomad does and apparently can monetise from it.
The truth is, a blog isn’t just about writing a story while you’re on your travels to share with the world, using the odd affiliate link to try to make some money. A blog is crucial to your marketing strategy.
The inbound marketing strategy to be exact.
There are a number of ways to strategize your content marketing and even more reasons.
“Content marketing offers three times the leads of traditional marketing while costing around 62% less” – Content Marketing Institute
Blogging is crucial for your SEO. Every day millions of marketers and businesses are competing to reach the top 4 spots on Google, simply by running ads.
If you write valuable content which keeps your audience engaged, Google will learn to trust you and naturally place you higher in those search results, organically.
Imagine this: you’re running a business, paying for Google Adwords daily to keep your website near the top of the SERP (Search Engine Results Page), and then for one reason or another you have to lower your budget, and reduce or stop your ads.
What happens then?
Well, everything stops. Gone. No longer visible on the SERP.
So, what’s that got to do with content marketing?
Think of it as an investment. Every piece of content you create, especially blogging, will stay on your site forever (unless you delete it of course). It will continue to be searchable, bringing in organic traffic. Doing the work for you.
The more content you have that is relevant to your website and your buyer audience, with the correct keywords, the more Google will trust you and reward you for these efforts.
What do you want to get out of this? Engagement? Website traffic? Sales? Trust from your audience? Leads?
If you don’t know what you want to get out of it, then how can you tailor your approach to achieve this? How will you define success?
Once you’ve decided WHAT you want to achieve from your efforts, how are you going to measure success?
It’s crucial to set up your goals in Google Analytics so that you can measure your success rate, and change your style or strategy depending on what is engaging or converting your audience.
It might be time spent on page, or the number of pages per session if you’re looking for engagement. If it’s sales then work out a realistic return rate based on your own efforts, the time taken, any additional advertising costs etc, but whatever it is set up these goals.
If you’re not analysing your results, then there’s not much point in carrying out the task in the first place as you will never know if it worked.
Do you know who your audience is? Do you know who you want your audience to be?
Create a buyer persona:
The list is exhaustive, but once you have narrowed this down to a fine art you will know exactly where to find your audience and how to speak to them.
Think about how they write into Google searches and use the same language as them – be on their level in any way possible.
Who are your competitors? What do they do that’s working? What do they do that isn’t working?
Now I’m not saying copy them – that’s the last thing you want to do, as for a start just because it’s working for them it doesn’t mean it will work for you. Also, if you do the same as them and they are already doing it better than you, then you’re giving yourself even more competition!
You have to be different. Simple as. Stand out from your competition and you will get better results.
“63% of marketers create content by buyer persona” – Hubspot
Okay, so you know who your buyer is, you know how to conquer your competition and you know exactly what you want out of this and how you’re going to measure your success, great!
So, content marketing covers a whole range of things, and here are some of your possible options
“72% of marketers view branded content as producing a better ROI over magazine advertisements” – Luma Partners LLC
I think that’s about it for now, and I hope that this article has been helpful. As always, please do feel free to get in touch if you have any questions or need any assistance with your own content marketing!
Otherwise, good luck and I hope to stumble across some of your content soon too!
“Four out of Five sites use blogs and email newsletters” – Content Marketing Institute