Content Marketing Strategy: A Real Case

The popularity of content marketing is growing steadily and steadily. But this is far from a trend. It was, is and will be for at least one more decade. What will happen next?

It will continue to dominate internet marketing strategies, but it will change. Time will tell. But that later, now it is more important for us to understand which content marketing strategy to choose at a given time to get the best results.

Just a few words for those who seem to know what content marketing is, but at the same time do not know. Yes, it happens, just like in that short joke: "He was good in bed, but bad in intimate relationships."

Content marketing is the creation and distribution of useful information for your potential customers in order to build relationships and increase the level of trust in you or your company.

There is a whole article on our blog where we tell all the secrets and tricks of content marketing. Therefore, after reading this material, be sure to read the article I recommend.

12 WINNING STRATEGIES

Already, content marketing accounts for a significant portion of advertising budgets. Our company invests in this business about 40% of all money for advertising.

Therefore, we know firsthand what is important to do now in order to get quality leads through content. And we present this knowledge in the form of 12 strategies to you.

Option 1. Be helpful

Before you start writing a new article, do a little background check and ask yourself why people will read your post and what they will learn from it.

The number of copy-paste articles of the same type is already off the charts, especially in content plans on social networks. Therefore, in order to stand out now, it is enough to write useful and expertly. And not to order a rewriting of other articles on the copywriting exchange.

Become a really valuable resource for your readers, make stuff that blows your head off with the words “This is a smart and professional approach!”.

And then readers will definitely come back to you for something “new” and share with their friends. And quite an ideal option, in the future they will become your clients, as they already trust you as professionals in their field.

Option 2. Amount of material

At this point, most companies come across. Surely you want to end up with effective content that will bring you traffic for more than one day.

To do this, be sure to pay attention to the volume of the article. In my practice, to reveal one topic, you need to write from 1000 to 2000 words (not symbols!).

And I will tell you a terrible secret. In order to get this minimum word limit, you don't need to dilute everything with water. It is better to expand the topic in more detail, disassemble everything to the smallest detail. For this, both readers and traffic indicators will thank you.

In order to motivate myself and my colleagues to finish writing the volume, I always ask them one question: “You haven’t fully disclosed the topic now, which means that the audience will not like it and literally in a week will be lost in the abyss of the Internet. Do you agree with this or are you ready to devote a couple of hours for people to read it for years? "

Option 3. Sell and teach

To win the love of users, you need to pay attention to two things: the quality of the content and its variety.

If we have already clarified the moment of quality with the points above, then with variety everything is a little more complicated. Ideally, it should be of 3 types, each of which is aimed at solving a separate problem:

- Content that generates information traffic;

- Content that positions you as an expert;

- Content that sells.

Typically, companies that enter the content marketing market have a polar opposite goal. Either they only teach, or they only sell.

But everything should be in moderation. If you, like us, are obsessed with one training, then you lose a lot of money, since people simply do not know that you can be useful to them. So don't forget to make buy calls to action in most of your articles.

Important. Get the most out of your business with our “fish strategy” guide. It is the juice of hundreds of training and books on marketing and sales. And also a concentrate of successful actions. 

Option 4. Profitability of traffic

A professional content manager knows that there is nothing better than the traffic that will buy soon. Therefore, when writing articles, you do not need to go from afar, first start writing on those topics that are more likely to bring hot customers.

You can independently, on your own convictions, understand what the probability of a purchase for a selected request is. But if this is difficult for you, then one of the simple life hacks is to look at the results in Google.

If this search result contains advertisements in contextual advertising, then this query has great potential, since it is advertised for a fee.

But on the other hand, do not forget that the strategy of promotion in social networks and other similar resources is a long-term strategy. And it is possible to get an effect from it immediately and now, but it will not work in a global volume.

Option 5. Breathe new life

If you have been in the subject for more than a year, then you definitely have materials that have outlived their usefulness. After all, everything goes on and everything changes, new chips, techniques, approaches, etc. appear.

Turn this situation in a positive direction for yourself, update the content of old posts according to the current data. This is necessary first of all so that the reader does not close your article with the words "Old!", And so that your articles do not fall out of the TOP.

It is also necessary so that the reader does not further position you as a blog with outdated data.

This task is boring and seems useless, especially when your article is already popular. But to your surprise, the text you are reading now has already gone through the 3rd edition since 2015. That is, every year we update the data for the next, so that you are aware of all the events.

Option 6. Zest

5-10 years ago, it was very difficult to find a good blog or public on social networks. There were literally a few leaders on the market that could be counted on one hand.

Now on the Internet there are not just many, but DO-FI-GA companies with useful blogs. And since the content often overlaps by topic, the client begins to get confused in the companies.

Therefore, you need to find your zest. It can be in the corporate style , presentation of material, author's pictures and ... The list goes on and on. But the result is the same - you need to be different now, albeit not globally, but at least slightly.

To make it clearer for you, take a look at our blog now and tell me how it differs from others? It has different flavors, they are not a perfect example, you can always do better.

But I'll tell you the main highlight - this is a photo of our founder. At the expense of the face, we make the company more recognizable. This is our strategy.

Option 7. Video marketing

If earlier it was considered that the video is only for the elite, now this opinion has changed.

Content without video, it's like Pugacheva's songs, they seem to be still popular, but the number of fans is getting smaller and smaller. Of course, internet marketers get themselves a new headache, but nobody said that it would be easy ?!

But this does not mean that you need to shoot hour-long videos with professional cuts. Everything for the task, for example, our average video lasts 2-3 minutes without editing. Since we understand that an entrepreneur does not have much time to watch and does not need extra sophistication.

In addition, in terms of SEO marketing, the more a person is on the page (the longer they watch the video), the faster the article goes to the TOP.

You also get an excellent bonus in the form of increased loyalty, because if a person saw you live (and not just a text), then he is more likely to decide to work with you. Of course, provided that he likes you.

Option 8. Not grabbed - lost

The bounce rate on the blog is kept at 70-90%. This means that this is exactly how many people look at one page and leave your site.

Again. Almost all people, after reading your material, leave the site and do not return (until the next moment when they meet you in a search engine). Therefore, the stupidest decision is to let them go without taking contacts.

On our blog, you can see a huge number of calls to subscribe to our materials. Somewhere we offer free bonuses, and somewhere we call to join our social networks.

This is all so that we do not lose you as a target audience and can build our relations in the future.

Option 9. Betting on SEO

There are quite a few opinions on SEO marketing. There are opinions that he is dead or dying, but there are opinions that he is more alive than the living. Our opinion has not changed for several years.

The CEO is alive and well. It is dying for those who make low-quality content and are trying to get quick results.

At one time we had a choice - to develop social networks or make a blog. As a result, we did both. But the main focus remained on the blog, since to promote social networks you need not only write good material, but also attract subscribers to the group. In the case of SEO, good content automatically (and for free) attracts readers.

Therefore, now our social networks, email marketing , chatbots are purely customer retention, and a blog is an attraction. Taken together, it looks like this: we attract readers to the blog, and then, using capture and retargeting forms, we invite them to join our social networks.

Option 10. Mobilegeddon

Mobilegeddon has been dubbed a change in the Google mobile search algorithm. If your site is not mobile friendliness (there is no adaptation for mobile phones), then you will lose most of your traffic.

Therefore, your blog should not only look good on all gadgets, but it should also load easier than on computers.

For statistics, 52% of searches on our blog are made from mobile devices. It was a big shock for us when we realized that our site looks crooked on a mobile phone and practically does not give transitions to ordering our services .

All elements in your content marketing must be gadget-friendly. The menu should have a different look, the capture forms should be easy to click, the text should probably be enlarged ... All these little things greatly influence the overall strategy.

Option 11. A word to analytics

Now you can no longer afford the luxury of changing your marketing strategy, relying only on your intuition or your subjective opinion.

Now such decisions should be made on the basis of real data, and not on “cockroaches” in their heads.

It's important to track each marketing channel, test its effectiveness, and then evaluate the effectiveness of the overall strategy. To do this, be sure to install Google analytics for yourself, if you have not already done so. And be sure to set up your goals with utm tags.

This way, you can easily highlight your most valuable content that will generate the most traffic and response.

And you will also see content that does not bring applications now, which means you will need to think about how to monetize it differently (for example, an affiliate program).

Option 12. Have fun and dance

Have you noticed the number of gifs and jokes in this article? There are not many of them, but they are. Why all this if we have a serious blog about marketing? And in order to make boring study of useful material interesting and exciting.

The more the reader studies your material, the better for many factors. Therefore, you need to entertain him. You can do this in different ways: use GIFs, insert interesting pictures, write jokes, post funny videos.

All this will keep him on the page longer, help him study the material more easily and make him more inclined to purchase. Yes! Laughter is very buying and powerful.

BRIEFLY ABOUT THE MAIN

The market is constantly changing and only those who are on the move have a chance to take places in the TOP.

Now we are seeing the above described changes in the market. We are confident that in 1-2 years there will be new strategies. And this article will be rewritten again.

But one thing can be said for sure - the quality of the material has always been and will always come first. Therefore, if you still cover topics in 3-5 paragraphs and are not done by professionals, then rather change your approach. Thus, you will only worsen the reputation of the company's brand.