When you see or hear the word “content,” what’s the first thing that comes to your mind? For most people, these things come to mind…
- Social Media Posts
Those are indeed the key components that go into a successful marketing plan but how do you prioritize them? Does one supersede the other? You have to ask yourself those types of questions just for the simple fact that content marketing plans are always changing… the plan you had last year may not be as effective for you this year, so you have to keep a very close eye and adapt.
Despite its ever-changing role, content marketing can bring lots of great benefits to your business. Everything from your target audience and buyer persona to content preferences and distribution, these are all considerations to think about when creating an effective content marketing plan.
By creating an effective content marketing plan, you’ll not only be driving more traffic to your site but you’ll also be establishing a foundation of trust between your brand and potential and existing customers… You know what they say, “Content is King”…
But even though “content is king,” marketers and business owners tend to miss the mark sometimes in thinking that more content is better and overlook the fact that quality content plays a significant role as well. You don’t just want to create content for the sake of having content… you want to create content that is also valuable to your readers as well.
Before you develop your content marketing plan, be sure to take these five things into consideration first.
Content Marketing Considerations to Think About
What is Your Buyer Persona/Personas?
In order to know the type of content you need to produce, you need to have a good understanding of who your buyer persona is and what truly resonates with them. Every little factor counts too.
You want to look at things like
- How long they’ll spend reading an article or blog post
- The age group of the people consuming your content
- What type of devices do they use to view your content
- What social media channels do they use the most
By finding this information out, that will allow you to develop a content marketing plan according to the best ways to reach them. And despite knowing this information, Forbes states that lots of businesses tend to skip this particular section, stating that they already know their audience… Well, they may know their audience but mistakes can be made. And again, what worked last year, may not work this year… You want to always make sure your audience hasn’t shifted from your buyer persona.
What Do You Want People to Get From Your Content?
Have you ever heard someone talking about something and by the time they’re finished speaking, you still don’t know the point they were trying to make? It gives way to the statement “and your point is…?” Well, you have to look at your content like that too.
Before you start creating content, you want to take the time out to determine what you want people to get out of your content… what’s your content’s objective? It should have a clear purpose and goal.
Maybe a particular piece of content is to drive more traffic to your site; maybe another piece of content is to get people to subscribe… Whatever content you create, you just need to make sure it’s understood what you want your audience to do… From there, they’ll either do it or they won’t, and there won’t be any type of confusion as to why they made the decision they did.
This particular area of content creation is difficult for business owners. A lot of the time, business owners either don’t have the time to create content or just aren’t creative enough to do it, so they turn to the experts at Stellar SEO who are able to create unique content relevant to their client’s niche… problem solved, right!?
How Should You Distribute Your Content?
One thing to know about content distribution is that you can’t just create content without a purpose or without creating content for each stage of the sales funnel. For example, you can’t create content that’s specifically designed to acquire new customers and distribute it to an audience of loyal customers… that’s just a wasted effort. So you have to ask yourself if your content is for a targeted or disinterested audience.
Once you have content for each stage of the sales funnel, you can then choose your platforms to distribute through. Here are some great distribution channels to consider:
- Email marketing
- Social Media Channels
- Guest Blogging
Test these channels out to see which one/ones bring you the best return on investment.
What are the Competitors in Your Niche Doing?
“Anything you can do, I can do better,” is the name of the game! Because the competition is so thick, you have to see what your competitors are doing to stay relevant… and that’s a fact, regardless of what industry you’re in.
You’ll want to see what type of interactions and engagement they’re doing, but put your own twist to it to differentiate yourself from your competitors. This isn’t “copycatting” by any means but the business world is cut-throat and it’s survival of the fittest. Your audience needs to see that what you’re doing is better than what your competitors are doing… that’s what’s going to be of most value to them.
How Can You Measure Your Content’s Success?
Well, one of the easiest ways to track your content’s success is through your likes, comments, and shares from your posts. Your likes and shares are a good determiner of how popular and engaging your content is to your audience.
On the other hand, your comments are an even better display of how engaging your content is to your audience simply because it takes more time to post a comment. Comments show that your audience was engaged enough with your content to take the time out to express how it made them feel… and that should make you feel just as good.
On the more technical side of things, you can measure your progress through various metrics like referral path, source, and time on page. By analyzing your traffic this way, it allows you to have a better idea of which marketing channels are working for you and which ones aren’t.
Content Marketing Takeaway
Content marketing is an extension and direct reflection of your brand. These five considerations were presented as questions because they’re things you should be consistently asking yourself to make sure you’re strategy is relevant and up to date. Keep these five considerations in mind as you craft your content marketing plan and take your business to the next level.