There are more than 1.6 million websites registered on the internet today. Breaking through this clutter to achieve digital success has become harder than ever. Most online businesses rely on paid advertisements to improve their online visibility, but this will quickly deplete your marketing budget and become costly in the long run. So what can you do? How can you increase your online presence organically? The answer lies in content marketing.
Building an effective content marketing strategy can help you build a loyal online audience at a minimal cost. This is easier said than done, of course. Like other marketing tools, content marketing has its challenges as well. Not to worry though, Margaux is here to save the day with some tips on how you can create an effective content marketing strategy to increase your visibility online!
Understanding Content Marketing
According to the Content Marketing Institute, content marketing is a type of marketing strategy that is based on the creation and distribution of value-based content to build an online audience. The keyword here being VALUE. The ultimate goal of content marketing is to encourage customer conversion and increase the profitability of your business. It is a long-term strategy that addresses your audience in a personalized manner. Some of the most critical elements of a content marketing strategy include:
- Relationship building
There are various types of content that you can use. These include:
- Articles and blogs
- Quizzes, Surveys, and Questionnaires
- Social media posts
- Videos and tutorials
- Podcasts and vidcasts
- Email marketing
Using a Content Marketing Strategy to Increase Your Online Presence
Now that you have a basic understanding of content marketing, let’s take a look at how you can build a content marketing strategy.
1. Understand Your Target Audience
Understanding your target audience is the first step to designing a content marketing strategy. This will help you determine which type of content and platform you should use to reach out to them.
Do some research to understand how your audience consumes content. Do they listen to podcasts or do they prefer reading up with blogs? If your audience is active on social media platforms such as Facebook, Twitter, and Instagram, then you can use strategic social media posts to reach out to them.
Remember, an acute understanding of your target audience will help you maximize the organic reach of your content. It will also enable you to utilize your marketing budget in a better way. Your main job here is to develop targeted content that caters to a specific type of customer.
This can be difficult for businesses with products and services that appeal to a wide range of individuals. To address this problem, you can develop multiple content strategies aimed at specific groups. These can be managed in a concurrent manner and improve your reach online.
2. Read Up On Digital Marketing Trends
Once you have figured out the type of content you want to use, make sure you read about the current trends in digital advertising. For instance, voice search is becoming increasingly popular. Video marketing is the king (or queen!) of content. Figuring out what drives engagement for each content marketing tool is also critical to your success.
For example, if you are creating content in the form of blogs and articles, then your content needs to be optimized to rank high on search engines such as Google. It should also be easy to read. Most importantly, it should deliver value.
There’s that keyword again! Creating value-based content plays an essential role in establishing a strong presence online. After all, if you want people to listen, then you need to have something worthwhile to say.
3. Learn About Your Competitors
Learning about your competitors is essential for every marketing strategy. This involves researching your competitor’s marketing activities. For instance, what type of content are they creating? How frequently do they post new content? What is their social media strategy?
Answering these questions can help you build your content marketing strategy in a better way. It will allow you to understand the preferences of your audience, the type of tone you should use in your content, and whether you need to use paid advertising tactics.
You can also analyze what your competitor may be doing ineffectively and avoid repeating that work.
4. Be Original, Relatable, and Consistent
Originality and consistency are a driving factor in successful content marketing. Given the number of online businesses out there, it is important that you sound unique. This can aid your brand-building efforts as well.
Presenting your content in a relatable manner is important too. Your content should connect the needs of your target audience with your product or service. This can increase your success rate as it relays an understanding of your customer’s needs and requirements. The best marketing tactics always revolve around finding innovative solutions for clients and customers.
You also need to make sure that you are posting content regularly. Depending on the nature of your business, you can set up a schedule for posting content. For instance, some businesses update their social media pages every day. Others may post content every alternate day or once a week.
The frequency at which you post new content can make a significant difference. If your followers see you posting value-based content regularly, then they are more likely to subscribe or follow your page for updates.
Wrapping It Up
If used correctly, content marketing can be a highly cost-effective strategy to increase your online presence. A good content marketing strategy must be:
- Centralized around your customers
- Aligned with current digital marketing trends
- Inclusive of competitor research
- Based on producing content that is engaging, original, and relatable
- Optimized as per current SEO practices
Did you find this article useful? If you would like to learn more about content marketing and how it can help your business, get in touch with Margaux Agency. We provide digital marketing services and specialize in content marketing, social media management, and search engine optimization among other things. Reach out to us today for all your digital marketing needs.