How to Build and Shape Your Content Marketing Strategy
If you’ve decided to implement content marketing as part of your overall strategy, you’ve likely started by devising a goal. Once you’ve outlined a general goal, you’ll need to establish specific and measurable goals or KPIs. These can be anything from revenue or sales to SEO or traffic metrics and social media metrics. Once you’ve determined your goals and objectives, you can work to achieve them.
Develop a brand positioning
When it comes to content marketing, it’s crucial to incorporate brand positioning into your strategy. In many industries, the way to stand out from the competition is to differentiate yourself from your competitors. That’s why a content marketing strategy that builds your company’s brand image should start with the customer. For example, if you’re a SaaS business in the HR space, it’s important to identify your customers’ needs and desires so you can better serve them.
To begin the process, determine your target audience. Write down your Unique Value Proposition (UVP) and identify the benefits and problems your ideal clients face. Define your voice. Think like your ideal customer. What do they want to know about your product? Are you appealing to a broad audience? How will you connect with them? Once you’ve answered these questions, you can develop your brand positioning strategy.
Besides identifying your audience’s needs, you can also target them with your content. Content marketing can help you reach specific goals. Brand positioning entails sharing your company’s values and convincing buyers to buy your products. Here are a few tips to help you with brand positioning. They’ll help you stand out from the competition. If you’re trying to stand out from your competitors, you need to know your audience and the trends in content marketing in your industry.
Developing a brand positioning is vital in digital content marketing. Having a clear and concise positioning will attract more prospects. Make sure you use specific language. This will build trust, credibility, and a desire to work with your company. So, what exactly are you trying to say? And, how do you do it? By following these simple tips, you’ll soon see some positive results. And don’t forget to have fun!
Identify low-hanging fruit
If you’ve been working on your content marketing strategy, you’ve likely seen the phrase “low-hanging fruit,” which is an apt metaphor for the kind of projects that are easy to do but require a minimal amount of effort. Identifying such projects is similar to picking fruit from a tree. You’re aiming to pick apples from different parts of the tree, but it’s important not to exhaust your efforts.
As a brand, you’re likely to encounter many obstacles, including the most difficult thing to accomplish: creating enough engaging content. To gain meaningful ROI from content marketing, you must first learn to walk and then run. The truth is that creating good content isn’t enough – you need to know what your audience wants, and how to get it in front of them.
Assess competitors’ strengths
One of the most important steps in creating an effective content marketing strategy is assessing your competitors’ strengths. This analysis can help you create a strategy that is better suited for your brand. There are many factors to consider, including your product and pricing, target market, and location. If you’re targeting an underserved market, you can also consider the stories and leadership of your competitors. There are many ways to analyze your competitors’ strengths and weaknesses, and this process can help you create an effective content marketing strategy.
First, you need to learn what makes your competitors tick. You can learn about their tech stack by checking their websites. You can also check their profiles on CrunchBase to find out the number of employees they have. Another way to understand what they do is by analyzing the types of content they publish on their websites. Likewise, you can study their social media presence and the types of comments they receive from their customers.
Secondly, you need to understand what sets your competitors apart from you. It’s crucial to understand the strengths and weaknesses of your competitors, so you can use your content strategy to exploit these. For instance, if your competitors are focusing on a specific country or language, you can target that area with a content marketing campaign. Similarly, if you’re targeting a particular niche, you should try to target that audience.
Lastly, you need to understand the niche your competitors are in. If your content marketing strategy focuses on a specific industry, a social media analysis isn’t enough. You need to conduct a comprehensive study of your competitors’ industry to outsmart them. A social media analysis will give you an insight into your competitors’ products and services, but it’s not a good competitive analysis.
Create a social media audit template
Performing a social media audit can be an invaluable tool to shape your content marketing strategy. These audits can help you identify three to five key takeaways from your social media activity. Depending on your goal, you may want to look at specific metrics, such as reach, or at least overall impressions. Another key takeaway is your competition. You can analyze their social media performance across various platforms and identify the strengths and weaknesses of their content.
To get started, use a social media audit template. This tool will save you time and resources by tracking key metrics and posts. It can also track engagement, audience, and post information. Ultimately, your goal should be to shape your social media strategy to achieve maximum success. It is also a great way to set goals and make a plan for the future. Use the social media audit template to shape your content marketing strategy and make it effective for your business.
Performing a social media audit can also help you measure the success of your social marketing efforts. Once you’ve outlined your goals and measured the results of your social media strategy, you can identify the areas of your social efforts that need improvement. Once you’ve completed this audit, you’ll have a clearer picture of where to focus your marketing efforts next. To begin your audit, download a free template or complete the steps yourself.
Next, create a list of all the accounts you’re active on. Make a note of any accounts you may not have checked regularly. Make sure to eliminate imposter accounts and keep up with your audience’s preferences. For example, if you’re a high-profile leader in the industry, your old accounts have likely ceased receiving much attention. Alternatively, you might need to create a list of every account you’ve created.
If your content marketing strategy is aimed at generating traffic, you need to track key performance indicators or KPIs. Without these metrics, you can’t be sure that your content is achieving its intended goals. The most important KPI to track is the amount of time a user spends on a particular page. This metric is also useful in understanding your audience’s engagement level with your content.
Return customers are a key KPI for eCommerce businesses, but it’s an essential one for content marketers as well. Return customers measure how well a business’s content has been received and is likely to be the most valuable. A high page view/Uvs multiple indicates that the audience is highly engaged with digital content. It is also important to measure this over time, to gauge whether your content marketing strategy is making an impact on your audience.
Another important KPI to track is organic traffic or the number of unique page views. Without traffic, content is useless. The best place to start measuring your content marketing strategy is through the amount of traffic it generates. Google Analytics can help you determine how many unique page views your content receives. Identifying the unique traffic that your content generates can help you create an effective content marketing strategy. Once you’ve identified the traffic sources, you can then create a content strategy based on that data.
Once you’ve mastered the basics of content marketing, it’s time to measure your progress against the goals you’ve set. Keeping track of keyword rankings will show you how well your content is reaching the right channels and generating traffic and leads. Moreover, KPIs for conversion and bottom-of-the-funnel, behavior should be part of your content marketing strategy. For example, if you publish a new blog post every day, you’ll want to track the unique views of your content.