Marketing Fun Friday: 4 Steps to a Content Plan You Can be Proud Of
Posted by Megan Webb-Morgan on March 15, 2013 in Blogging for Business, Marketing [ 0 Comments ]
It seems like all you hear in the marketing world is content, content, content. And for a very good reason.
Ragan.com reported, “90% of consumers find custom content useful, and 78% believe that organizations providing custom content are interested in building good relationships with them.”
Quality content on your website, blog, and social profiles not only increases your page rankings, but also effectively attracts and engages potential clients and customers.
Before you dive head-first into content production, you need to create a content plan that will determine what you write, who you write it for, and how you promote it.
Target Your Audience
Who do you want to read your blog or visit your social media pages? The answer is not, “Everyone!” You want the majority of your traffic to come from those people who are most likely to purchase your product or services: your target audience.
You should already have an idea of who your business’s target audience is from previous marketing campaigns. However, you may need to tweak your focus in order to take your online presence into account.
Design Your Content
If your business sells GPS tracking software, then your blog or social media profile probably shouldn’t be filled with pictures of cats. This is an extreme example, obviously, but it tells an important lesson: your online presence is part of your overall marketing and sales strategy.
Therefore, the content that you produce should be geared towards things that will interest and engage your target audience. Ask yourself:
- Does your content contain value?
- Does your content say something unique?
- Does your content resonate with your target audience?
Make sure every item you post online fits within the pre-set parameters of your content plan.
Promote, Promote, Promote
No one will read your content if no one knows it’s there. Sure, the Google bots may crawl it and boost your SEO rankings. But if your content isn’t being read by humans, then it’s failing in its primary purpose: to attract and engage potential customers, and ultimately convince them to make a conversion.
- Your website may be the first place potential customers land. Make sure your content policy extends to what you put your website.
- Provide links to your social media profiles on your website, and post links to your blog posts on your social media pages.
- Join industry communities on LinkedIn and other platforms where you can trade links with others in your industry.
Analyze and Reassess
Writing and following your content plan is important – but it shouldn’t be a static document. Track how well each aspect of your plan works over time. Does one type of content – video, blog posts, or white papers – get much more attention than another?
Adjust your plan to produce more of that particular content. Do you find that you get more clicks and conversions from a certain segment of your target demographic – or from a group you aren’t actively targeting? Adjust the style of your content to provide more value to that group.
- Small changes over time can help you focus your content’s message in order to get the most clicks and conversions.
Having a content plan makes your initial foray into blogging, web design, and social media more focused, more streamlined, and much less daunting. Pay particular attention to how your target market uses the web, and how your online presence can bring value to your customer. By approaching the process strategically, you will end up with an effective content plan that you can be proud of.