Content marketing can be a challenge, even for businesses with big budgets and plenty of resources. For small businesses, it can seem like an impossible task. That doesn’t mean you shouldn’t try though, as a little planning, hard work and perseverance has the potential to deliver great results. With that in mind, try these 10 easy content marketing strategies to give your online presence a boost.
Update your blog regularly
In order for your content marketing to get maximum results, you need to create content regularly and consistently. You can start out slowly, perhaps one blog post every three days, or one tweet each day, and then gain momentum. Ideally, you should be aiming for at least 11 blog posts per month, as research by Hubspot shows that small companies posting this frequently receive almost three times more traffic than those posting around once a month, and twice as much traffic as those posting two to five times a month.
“Newsjacking” is an excellent way to help you post frequently. Keep your eye on the news (you can monitor hashtags related to your industry on Twitter) and if any stories break that are relevant to your business, write a piece about them. Don’t just directly rewrite the news story though, ensure you’re giving a new perspective on the story or providing additional information.
One simple way to get started with producing content is to answers questions that your customers frequently have. You could write blog posts with common questions as the title and make tutorial videos that provide the answer to questions related (whether directly or indirectly) to your product or service. People are always using Google to find answers to their questions, and you could provide them with the solution they’re looking for.
Make life easier by automating as much of your content marketing as possible. For example, you can use tools like Hootsuite and Buffer to post updates on a regular basis and at times your fans and followers are likely to see them. You could do the same with blog posts; if you’re using WordPress, it’s easy to schedule posts to go live on a certain date. To save even more time, there’s also CoSchedule, an excellent combined automation and content calendar tool.
Create a content calendar
Before producing and posting any content, you should make a content calendar. This will ensure you have a clear plan for what topics you will be covering, when, and the person responsible. Curata offers some excellent tips and a free template, and Hootsuite has a variety of useful social media calendar templates you can utilise.
Make it visual
Content marketing isn’t just about text; visual media, like photos, videos and infographics are highly effective. Research has shown that articles that include images get 94% more views and infographics have the power to double your traffic. It’s predicted that by 2017, video will make up almost 70% of online traffic. With stats like these, you’d be foolish not to include visuals in some form or other.
Do keyword research – and keep doing it
Before you start producing and publishing content, make sure you’ve identified the keywords you are looking to target. Use Google’s Keyword Planner to identify words that are relevant to your niche. It’s free to sign up for and simple to use, but you can use this guide if you’re stuck. You can also invest in a paid keyword tool like Moz’s Keyword Difficulty and SERP Analysis Tool, which offers extra features to make your research more effective.
Once you’ve identified the keywords you want to target, don’t just leave it there. Make sure you go back to your keywords every couple of months and do some more research. You might find that some keywords aren’t ranking or converting particularly well, or there are some new opportunities that you can work on.
Data-driven content will give your site more authority and increase traffic and shares, so if you have some stats that could be useful to others in your industry or customers, share them. You could make infographics (you can outsource this to a graphic designer for a reasonable fee) that present your business’s data or information in an interesting way. So if you own a bakery, for example, you could make an infographic showing the most popular cakes throughout the year or the amount of ingredients you use.
In order to gain customers, you need to turn visitors into leads, and to do that, you need them to take action. Most of your content should contain a call to action (CTA) – a command like “contact us now” or “sign up for a free trial” that will usually lead to the exchange of information. Frequent blog posts will only be effective if visitors know how to get further information or have an incentive to stay on your site. Keep your CTAs succinct and clear, and offer something extra, for example a white paper, to encourage users to complete them.
Measure, track, tweak
There’s no point in investing in content marketing if you’re not monitoring its success. At the most basic level, you should be using Google Analytics to keep track of how all the content on your website and blog is doing. Look at metrics like number of users, bounce rate, pages per session and average session duration to see how well your site and individual pages are performing. And set up conversion goals so you can monitor your conversion rates for different actions and pages.
Don’t get overwhelmed
One final point: it’s crucial that you don’t let yourself get overwhelmed when you start working on content marketing. If you take on too much at once, you’ll quickly feel like you’re drowning in to-do lists and perhaps frustrated that you’re not seeing immediate results. It’s much better for you to take on the tasks you definitely have the time and resources to do – you can always outsource the other activities when you’re able to.