As you might have witnessed, content production and distribution, whether in written, video, or voice form increased both in demand and production due to the COVID-19 pandemic country regulations in the past years. The world has become a more digital place than ever before, due to the social face-to-face boundaries. Therefore, a proven Content Marketing Strategy that includes SEO through various platforms and a combination of both paid ads and organic content is a must. There are various forms of content but the majority would agree that the original one is the best. But, what do we mean by original and content anyway? Let’s dig in.
What is Content Marketing?
Establishing a small business enterprise (SME), or any product or service promotion is hard without a proper strategy, having Content Marketing & SEO in focus. Well, Content Marketing is part of Inbound Marketing that accounts for the whole inbound strategy of your digital domain in attracting new clients.
Inbound marketing is the general marketing strategy of a certain company, while Content marketing with SEO is the most important tool to achieve the goals of that strategy
How do you start with the whole Inbound & Content Marketing process?
1. Find out who your buyer persona is and how to build one?
2. What keywords should you use for content production and market research?
3. Which platforms you should use to distribute your content based on your buyer persona?
4. How should you design the visual interface and add a funnel to your web page?
5. What is content repurposing and why you should have it?
Starting is the hardest thing in every life stage whether personal or business, but if done correctly it should not take a long time until success. By knowing the core aspects when building a strategy and later on implementing it is the first step.
Do not forget: Content marketing strategy with SEO and content repurposing solves problems of your potential client base by content creation
1. Find out who your buyer persona is and how to build one?
Research is crucial in any strategy and so is in the Inbound and later on in Content Marketing part. By understanding your future client base it will be easier to focus on certain targets. Knowing your potential client is the first step in understanding their needs and habits.
The client base changes over time. Any business needs to understand that through business development certain aspects change, thus, buyer’s persona as well. The buyer’s persona is an individual and a potential future client.
The buyer’s journey explained in the figure
The buyer’s journey connects three different stages in which content plays the main role.
Awareness stage – A potential buyer might show interest in solving his/her problems by inputting a question to a search engine for example. The article must contain the answer to that problem. The topic gets found by the client where the solution of his/her problem lies.
Consideration stage – The buyer is satisfied with the article and decides to sign up for the newsletter or other click-to-action (CTA) to stay informed about the company and its business field. Through the newsletter, the buyer receives free materials that help in establishing keyword research, copywriting hints, distributing content channels lists, etc. In the case of a content marketing agency.
Decision stage – If the buyer shows interest, the company should offer him/her some sort of freemium or an invite to a webinar to explain further the benefits of the product/service company is offering.
2. What keywords should you use for content production and market research?
Connected with the buyer’s persona, one needs to understand the very popular Search Engine Optimization (SEO) topic. SEO is the technique of achieving the maximum Search Engine visibility for your web page. Keywords are one part of the SEO, while there are others such as the speed of the website. Certain SEO tools, but also reading competitors’ blogs can help you in obtaining enough knowledge of the topics you should have included on your web page. A combination of market research of the trending topics in your field with buyer persona interests will help you in deciding which keywords will bring you, website visitors.
3. Which platforms you should use to distribute your content based on your buyer persona?
Whether your potential clients are spending the majority of their time on LinkedIn or Twitter, while in their free time they spend it on Facebook (or newly called Meta), Instagram, or somewhere else, your content strategy is aligned. It is also not the same if you are targeting B2B corporations or you are targeting B2C individual customers as the content strategy changes. Some websites help in finding out which platforms are the best for their selected client base, such as certain blogs in your niche, Buzzsumo as the platform to discover all the content opportunities in your niche including platforms, FAQ questions in your niche, etc.
Whatever your choice is do not forget that your strategy, as well as the buyer persona, will change over time! There is no secret formula for knowing your client now, but this is something that will develop over time.
4. How should you design the visual interface and add a funnel to your web page?
Certain Copywriting strategies should be implemented when launching a website, such as the position of the Headline, Logo, Reviews and much more info that could be potentially interesting to your buyer persona, but being original and trustworthy is the key.
By having original and unique background colors, fonts, infographics, videos and other interesting forms of sharing information, customers will be interested in learning more about you. The more fun and original your website, posts and public relation are, the more likely your potential client base will increase. Certain marketing and sales funnel requirements are added to be certain that segmenting is in place as well as prospective website visitors guidance through the content towards any click to action (CTA) button that might appear. By clicking on a CTA you are certain of their possible commitment and interest in your products/services.
5. What is content repurposing and why you should have it?
When writing a blog page, you should meet certain specific requirements to be able to rank on the search engines, but do you think it is OK if you just write one article and that’s it.
Not!
The content distribution is specific for each social media platform. A video is an addition to the blog content. The goal is to be diverse and capture more leads.
Writing a blog should not be made less than once per month, although it is recommended to do it more frequently, at least once a week. The purpose of the whole blogging thing is that search engines understand that you are publishing constant content on your web domain and if written in the right way (using keywords in your niche, having web visitors increase through your content distribution & repurposing) your company will be shown to more and more potential customers.
Why should I care, I am using Google Ads anyway to reach my customers?!
You might think,
OK, but I can just pay for the Google Ads for example and immediately show up first when my main keyword is written!
And that is correct, YES with Google Ads you will be shown immediately, BUT only
If you pay for the ad constantly
&
Are looking for a short term lasting advertisement
You need to understand that any ad is only lasting for a short amount of time. Your budget is not intact as well. While on the other hand, investing in building authentic and engaging content is valid. Especially through a blog, video, social media will last in the long run as well. Do not forget to put the link on your posts back to your page.
Of course that you need to put much more effort into the beginning. Although, long-run benefits are much greater than the paid ones. By solving your clients’ problems via content publishing, you are gaining potential customers. Do not think that you should neglect paid ads completely. Think of it as a hybrid model – combining both for the biggest benefit.
The Social Media benefits:
Think of organic content as:
- Your voice towards your customers
- Building trust and connections with your buyer’s persona
- Showing and giving the community freemiums to help them grow
- Building a long-lasting strategy and presence in the market
- Building domain authority in a specific niche
By combining it with paid ads you will gain several things:
AHA, Now I understand that Unique and Problem Solving Content Marketing with SEO is Equal to LT Success
The secret formula is a combination of both organic marketing and paid ads. Organic for the long run, while paid ads for the short run are beneficial for success. You need to find the balance between those two to succeed.
Luckily we are an Inbound & Content Marketing Agency that can help you in creating, publishing and analyzing your Digital Strategy! Save your time and invest it in business development! Leave the hard work to us.
