Content marketing is one of the big trends in Digital Marketing as it is an effective and comprehensive inbound marketing strategy.
Admittedly, consumers have changed their behavior in recent years, so widespread advertising no longer works. Nowadays, people are looking for companies that can solve their problems, increasingly in a personalized way. So content marketing comes in as a strategy to capture the attention of those people who are looking for your business!
What is Content Marketing?
Content marketing involves a set of strategies that use quality content to attract and inform potential customers, that is, providing information to people, rather than just advertising, can increase your number of leads. Good content marketing should:
- be composed of original, quality and relevant content;
- offer value to people;
- target the right audience, taking into account their interests;
- give more authority to the company.
Tips for Good Content Marketing
1 – Know the target audience and know what people want
Before you can create content, you need to know your audience first. To do this, it is a good idea to do keyword research to find out what customers are looking for in search engines.
You can use, for example, Google Trends. This is a free Google tool where you can type keywords and analyze search volume over a period of time. Also, you can still compare with another keyword.
See the example below:
Another very useful tool is UberSuggest, where you can still analyze keywords similar to yours and with higher search volume.
2 – Target the audience
Audience targeting is important because some of your blog readers may not be potential customers. They may, for example, be at different stages of the buying cycle.
3 – Have a blog and a good strategy
Many companies already have a frequently updated blog on their website. This strategy helps potential customers find your business on search engines, especially Google. Most people are looking for information, not necessarily a product or service. However, thanks to your blog, you will get a good ranking in the search engines.
Remember that you should focus on providing relevant information to people. Sales are only a consequence of this strategy.
4 – Analyze the competition
See what your competition is doing to improve your marketing strategy, including conversion rate. To get to know your competitors, search your top keywords on Google and see which sites compete with yours. Then review your content, backlinks, quality links, etc.
5 – Create an editorial calendar
This calendar helps you plan your entire content marketing strategy. It can be, for example, monthly, done in Excel. In this calendar you should include information such as
- Blog Posting Dates
- Release dates for other content (e.g. on social networks)
- Content Themes
- Keywords used in each article
- The audience (segmented) for which content was developed
- Email marketing submissions.
Many companies do not use this tool yet, but it should be one of the first things to think about when planning strategy.
6 – Produce educational content
Usually when people do research on the internet, they intend to find answers to their questions. Therefore, good publications should be created that answer these questions, teaching and educating readers. For example, if your business sells home furnishings and there are people looking for home decor trends, produce content based on that theme.
7 – Produce quality photos and videos
Often, audiovisual resources such as photos and videos can get the message across more clearly and directly. These are the features that catch people’s attention, as well as captivate potential customers.
8 – Produce infographics
Infographics are texts in graphic format, with the advantage of being visual, informative, as well as containing elements such as images, arrows or colors. Thus, the information will be read and remembered more easily.
9 – Offer ebooks
Ebooks are very useful for generating qualified leads. How?
Many companies offer free ebooks, in exchange for people’s information, especially email, for future marketing campaigns. Also, the people who download the ebook are certainly people interested in the company.
By leaving your contact, it will be easier to create a communication channel with them until they become customers. But remember: your ebook should contain relevant and unique information, meaning the email is worth giving in return.
10 – Create flashy titles
In your headlines, use words that immediately grab readers’ attention, boosting your content. Remember that your headline should contain the keyword of your article, but also other flashy words. For example, anyone looking for “Christmas gifts” will find these results:
Words such as “ideas”, “tips”, “suggestions”, “best”, “originals”, etc. will surely catch people’s attention.
11 – Define the advertising channels
Choose the best channels to promote your content. Certainly, people don’t come to your blog all the time to see if you have shared new content. Therefore, it is essential to use certain channels to inform people of your new content. The most common channels are Email Marketing and social media.
- Email marketing
Email helps a lot to keep the audience interested. Set shipping days and times, including in your editorial calendar. Remember that you should only email people who have shown interest. Therefore, do not spam and do not send newsletters to those who did not request these submissions.
- Social media
Choose the most appropriate social media to promote your content. Also, keep in mind that you need to define how often your articles are posted on social media.