With so many businesses shifting to an online presence, finding the best ways to target and market to an audience in an effective way can be a bit harrowing for a newcomer. However, understanding how to create a content strategy has become essential. Even so, those who have been in the marketing industry for a long time can have a hard time trying to target the right market. As attitudes shift and feelings change about certain techniques or methods.
Content strategies are not the same as they used to be
Years ago, black hat SEO was an effective, albeit shady method of gaining website traffic. For those looking for “clicks”, it was a way to get eyes on the content.
Nowadays, the focus is on legitimate traffic aimed to get actual eyes on your content and staying on your content. Here are some tips for creating an effective and useful content strategy to get visitors to your site and keeping them there.
The first step in creating an effective content strategy is understanding you NEED a content strategy. Over half of businesses with an online presence don’t have a documented content strategy. That means these businesses often simply rely on luck and chance to get traffic to their site.
Goal setting will make the process easier
- Once you’ve discovered you need a strategy for content, the next step is to figure out what your goal is. You can do this through a mission statement that helps you figure out what is important to your business and what isn’t.
- This should pinpoint your target audience, the content you’ll use to reach your target audience. Furthermore, it is then possible to then determine how your audience will benefit from what you are offering.
- Next, set specific and measurable goals. These can be anything you are looking to achieve from gaining more email subscribers to increasing sales. Whatever your goals are, be sure to keep track of your marketing expenditures and keep an eye on the cost of tracking leads and making sales.
- You also need to make sure you know who your target audience is. This will help ensure you are providing the right information to the right people. You don’t want to waste your time and money targeting young, single men with ads for diaper bags or wrinkle cream.
Content Strategy and using analytics
Firstly, Collect demographic data whenever possible through web analytics, social media analytics, and email subscriber analytics. This will give you the information you need on your target audience. This includes age, gender, education, and income, just to name a few. Secondly, one of the most important things you can do for creating effective content strategy is to actually ask for feedback. Quality feedback, that is. Not quantity, like the types of generic surveys you will come across after shopping at your local grocery store. Queensland, Australia has actually taken measures to limit the amount of data that can be stored on customers and to help protect privacy.
Tweaking content is the pathway to successful outcomes
No, not the type of survey where customers get bogged down ticking boxes and answering questions that range from “highly satisfied” to “highly dissatisfied”. Instead, opt for honest feedback from conversations. Not only can this help ascertain the effectiveness of your content strategy. But it can tell you how and why it is working (or not working).
Finally, creating an effective content strategy has become an art form in and of itself. It begins with identifying what your goals are with your marketing and it ends with tweaking. It to help make your business or website flourish to the best of its ability without sacrificing quality for quantity.