The Strategy: Your Content Marketing Roadmap

     
     

Published: April 17, 2017

Posting useful and engaging content on a regular basis is the cornerstone of a good content marketing campaign. Posting whatever comes to mind is better than doing nothing at all, but with a well-planned content marketing roadmap, you can create a reliable stream of website traffic as well as plenty of new leads to pursue.

Here’s what you need to know about developing a content marketing strategy that gets results.

Step 1: Set Your Goals

Knowing that you want to create more content or that you want to generate more leads from inbound marketing are good ideas, but they are not good goals. The best goals are very specific and they are measurable. Instead of “generate more leads,” your goal could be to generate 25 percent more leads from your landing pages.

Step 2: Understand Your Audience
If you have not revisited your Buyer Personas recently (or if you don’t have them developed at all), now is the time to think about who your audience is. Have you found success with previous target markets? Do you want to broaden your reach a little into a new market? 

Step 3: Keyword Research
It all begins with words typed into a search box. Keyword research is one of the most important, valuable, and high return activities. By researching your market’s keyword demand, you can not only learn what people are typing into search engines to arrive at your content, but you also learn more about your customers as a whole.

Google’s algorithms are also getting smarter as readers demand higher quality search engine results. This makes it easier for you to incorporate keywords naturally into your content because it is not necessary to repeat exact keywords multiple times throughout a document. Plus, all variations of that keyword and sentences that contain those variables will be picked up. In other words, the algorithms are now smart enough to understand context--not just words--so as long as you stay on topic in your content, Google will do the rest.

Step 4: Brainstorm Topics
Remember that content marketing is all about solving people’s problems and answering their questions in a way that builds trust in your company and creates interest in your products and services without pushing the hard sell. With that in mind, start by creating a list of questions you think your customers are asking and problems they need to solve.

Then, take each question and each problem and branch out into a list of topics you can use to answer those questions and solve those problems. Don’t limit yourself to blog posts, either. If you think you can answer a question with a how-to video, podcast, infographic or other visual element, go for it!

Step 5: Bringing it All Together
Ideally, you want each question or problem to form the foundation of an individual campaign. All the content you create will be on that subject, and each piece of content should then direct readers to more content on the topic or to a landing page where the conversion process begins. The landing page should be optimized to collect contact information in exchange for premium content like ebooks, whitepapers, free trials, or other content that readers will find valuable enough to give up their information. 

Don’t Forget Promotion and Interaction
Over time, dropping content around the web via your blogs and social media accounts will benefit your SEO and you’ll start to see an uptick in organic traffic via search and referrals. You can jumpstart this process by promoting your content and interacting with readers who comment on your blogs and social media updates, or turbocharge it with a pay-per-click (PPC) addition to your campaign. 

In our next several posts, we’ll pick apart some of these steps so you can better understand what’s involved and include some tips and tricks for zeroing in on your best audience, using different content formats, and mastering social media. Stay tuned!


Categories: Content Marketing
Tags: Content Marketing


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