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You can create ads for your business, but what you create is more important than the number of ads you produce. That is where a content strategy comes into play. When you use the right approach, your ads will work in sync to produce added revenue and an increased interest in your business.
To drive traffic to your business online and off-line, you need to produce ad campaigns that span across media such as websites, social platforms, email, and TV. All these media producers make it possible for businesses to create a content strategy that boosts profits and expands their customer base.
The following information can be used to develop a content strategy – one that will attract customers by producing valuable and supportive data and facts.
To establish your goals for producing and using content, you need to draft a mission statement. This brief statement is the starting point for keeping your content strategy on track. Use the statement to define your target customer, describe what content you will use to reach that customer, and what type of benefit they will get from reading the information. You also need to think about how your mission statement will affect your own progress as a company.
To produce a succinct and meaningful statement, you need to review your ad and promotional goals. These goals may include the following:
• Getting more people to visit your website
• Increasing revenue
• Increasing sales by getting higher quality leads
• Improving your audience’s perception of your business to increase its influence and authority
• Introducing SEO practices that drive more traffic
• Reducing your marketing expenses, as your content reaches more people
• Increasing your company’s social media engagement, thereby increasing your authority and increasing traffic
Make your goals measurable and specific by establishing key performance indictors (KPIs). KPIs permit you to plan what is achievable in SEO, web traffic, email marketing, social media, revenue, and sales. To accomplish these goals, you may want to do the following:
• Aim for a specific revenue target monthly, yearly, or quarterly
• Get more high-quality leads and signups
• Get more new subscribers by email
• See more traffic and engagement with your site content
• Improve the content on key pages to increase website traffic
• Receive specific mentions, comments, and shares for pillar content, such as ebooks and guides
• Receive invitations to key industry activities
When creating a content marketing and ad strategy, you need to learn more about your readership. To do this, you should do the following:
• Gather demographic information on site visitors, social media followers, and email subscribers. To do this, review social media analytics, email analytics, and website analytics. Doing so will give you an idea of your audience’s age, education, gender, and income. Find out more about the users’ key interests.
• Review customer feedback so you can gain further insight about the content you are producing and how you can fix any media that is not working. When you receive customer feedback, it helps you understand your audience’s priorities, decide on where to place your media and ads, and learn more about buyer likes and dislikes. With this information, you can also learn about behavioral motivators, pain points, and challenges.
When you have feedback details, you can write or produce content that will help your audience solve a problem and care about it at the same time.
Next, you will need to decide if the content you are posting is meeting your goals. This may entail recording your pieces of content, such as guest posts and blogs and checking on their success rates. It will also assist you in measuring any gaps.
Compare your content with that of your competitors so you can determine how the new content you produce can be incorporated into your content channels. Use a URL crawler to analyze titles and descriptions and locate duplicate pages. You can also create sitemaps with the crawler. By auditing your content, you can check your backlinks, content descriptions and titles, and the length of the pieces your produce.
After you audit your content, you can analyze its usefulness. Check out metrics, such as the following:
• Number of inbound links
• Search engine rankings for keywords
• The frequency of sharing
By assessing these metrics, you can see what content should stay, what content needs improvement, and what content needs to be replaced.
Use your content strategy to see where you are missing your goals. This might include not adding keywords that should be included or not responding to customer inquiries.
With the above information, you can decide on what types of content to add in your overall content strategy. While all of this sounds quite detailed, you need to do it to ensure that the content you are producing is working in your ads, regardless of where it is posted.
Once you analyze you content, you need to align it with your customer’s buying cycle. When a customer seeks information, he may be searching websites, scanning product reviews, or reading off-line publications.
By producing a media mix of content, you can include ads and information in more than one place. Take what you learn from social media and your website analytics to develop an ad campaign and successful marketing plan.
Author: Mac Cassity | Social Media
Date: April 9, 2020
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