Whether you’re only starting out with content marketing or you’ve been using the same technique for a while, it never damages to revisit your content technique plan — to make sure they have up-to-date, innovative, and participating for your prospects and customers, no matter when or the way they intend to buy.
The first step to getting a leg up on your competitors — and actively engaging your audience — is to have a solid, smart content material marketing plan in place.
When you are having trouble planning for the upcoming year or need some fresh ideas to include in your plan, read on.
In this post, we’ll dive into what content strategy is, why your company needs a content marketing plan, and what steps you need to decide to try create your strategy. In addition, we’ll explore some examples of effective content marketing techniques for inspiration.
What is articles strategy?
A content technique is a strategy that requires your business goals, and then utilizes content as a primary way to achieve those goals.
For instance, your business goals might include increasing brand attention (to ultimately drive a lot more revenue) — to achieve this objective, you might implement a articles strategy that focuses on SEO to increase website visibility in the SERPs and drive visitors your products or services.
New business owners might assume the content strategy is a ‘nice-to-have’, but not entirely necessary early on. However , producing high-quality content to meet business needs may help companies build trust along with new audiences and, ultimately, succeed over the long-haul.
In essence, a good content strategy is frequently the foundation of your attract and delight stages in a buyers’ journey. Along with attracting new prospects to your brand, you could also use a content strategy for product sales enablement and overall customer satisfaction.
Plus, with 70% associated with marketers actively investing in content marketing, it’s often critical a person develop a good content technique to compete in your industry.
When you develop a content strategy, there are some questions to answer. Take a look at dive into those, today.
1 . Who will be reading through your content?
Who’s the target viewers for your content? For how many audiences are you creating content material? Just as your business might have several type of customer, your content strategy can cater to more than one type of reader or viewer.
Utilizing a variety of content types and channels will help you deliver different content to each type of viewers you have in mind and engage everyone your company does business with.
2 . What problem will you be solving for your audience(s)?
Preferably, your product or service solves an issue you know your audience offers. By the same token, your articles coaches and educates your audience through this problem because they begin to identify and address it.
A sound content technique supports people on both sides of your product: those who are nevertheless figuring out what their main challenges are, and those who are already using your product to overcome these challenges. Your articles reinforces the solution(s) you’re offering and makes your clients more qualified users of the product.
3. What makes a person unique?
Your competitors likely possess a similar product as yours, which means your potential customers have to know what makes yours better — or, at least, different. This is how content comes in.
In order to prove why you’re worth buying from, you need to prove the reason why you’re worth listening to.
four. What content formats are you going to focus on?
What forms will your content take? Infographics? Videos? Blog posts? Having identified the topics you want to take a position on, you’ll need to determine which formats to budget for so you can best express that position.
5. What channels are you going to publish on?
Just as you are able to create content in different types, you’ll also have different channels you can publish to. Stations can include owned properties, like your website and blog; plus social media properties, such as Fb and Twitter. We’ll talk more about social media content strategy in the step-by-step guide later on in this article.
6. How will you control content creation and publication?
Figuring out how you’ll create plus publish all your content could be a daunting task. It’s important for a content strategy to know who’s creating what, where it might be being published, and when it could going live.
Today’s articles strategies prevent clutter simply by managing content from a topic standpoint — as explained in the video above. Preparing a content editorial work schedule around topics, you can easily visualize your company’s message and assert yourself as an power in your market over time.
Why Marketers Need to Create a Content Marketing Strategy
Content marketing assists businesses prepare and arrange for reliable and cost-effective options for website traffic and new network marketing leads. If you can create just one post that gets a steady amount of organic traffic, an embedded link to an e-book or even free tool will carry on generating leads for you as time goes on — long after you click Publish .
HubSpot’s blog team discovered this to be key in order to increasing traffic to the Sales Blog over time — find out about their blog strategy right here.
The reliable source of visitors and leads from your evergreen content will give you the flexibility to experience other marketing tactics to generate revenue, such as sponsored content, social media advertising, and distributed content. Plus, your content will not only help attract leads — it will likewise help educate your target prospects and generate recognition for your brand.
How to Produce a Content Marketing Strategy
Now, let’s dive in to learn the details of how to create a content marketing and advertising plan. Curious how HubSpot Head of Content SEO Aja Frost puts with each other our content strategy? See the video below before bouncing into the tactical list.
one Define your goal.
Can be your aim for developing a articles marketing plan? Why do you wish to produce content and create the content marketing plan? Understand your goals before you begin preparing, and you’ll have an easier period determining what’s best for your own strategy.
Download this particular goal planning template with regard to help figuring out the right articles goals.
2 . Conduct persona research.
To develop a successful plan, you need to clearly specify your content’s target audience — also known as your buyer character.
This is especially important for those people who are starting out or are new to marketing. By knowing your target audience, you can produce a lot more relevant and valuable content that they’ll want to read plus convert on.
If you’re an experienced marketer, your target may have changed. Do you want to target a new group of people or expand your current target market? Do you want to keep the exact same target audience? Revisiting your audience parameters by conducting researching the market each year is crucial to increasing your audience.
3. Operate a content audit.
Most people begin with blog posts, but if you would like to venture out and try making other content pieces, consider which of them you want to make.
For instance, if you’ve been doing weekly blog posts for the past year, creating an ebook that distills all of your blog posts into one ultimate guide would be one way to offer details in a different format. We’re going go over several different types of articles you can use further down on record.
If you’ve been in business for some time, review your content marketing attempts and the results from it in the last year by running a articles audit. Figure out what you can do differently in the upcoming year and set new goals to reach. Now is a great time to align your team’s goals with the rest of your organization’s goals.
four. Choose a content management system.
Have a system in place where one can create, manage, and track your content, otherwise known as a content material management system (CMS). A few vital parts of content management include content creation, content syndication, and content analytics.
With HubSpot CMS, you can program, produce, publish, and calculate your results all in one location. Another popular CMS will be WordPress, to which you can add the HubSpot WordPress plugin for free web forms, live talk, CRM access, email marketing, plus analytics.
5. Brainstorm content material ideas.
Now, it’s time to start coming up with ideas for your next content project.
Here are some tools to get the wheels turning:
HubSpot’s Website Grader
HubSpot’s Website Grader is a great device to use when you want to see where you’re at with your electronic marketing. From your blogging attempts to your social media marketing, Website Grader grades vital areas of your own marketing and sends you a detailed report to help you optimize and enhance each area.
With this device, you can figure out how to make your website more SEO-friendly and discover new content ideas.
Get a mind gears going with IMPACT’s unique content idea electrical generator, BlogAbout. This tool works a little like Mad Libs, but rather of joke sentences, this shows you common headline forms with blanks where you can fill in the subject you have in mind.
This brainstorming technique helps you put common ideas in contexts that would be appealing to your target audience. Once you have a headline you like, BlogAbout lets you add it for your “Notebook” so you can save your greatest ideas.
HubSpot’s Blog Concepts Generator
Get blog post suggestions for an entire year with HubSpot’s Blog Ideas Electrical generator. All you need to do is enter general topics or conditions you’d like to write about, and this content material idea generator does all the work for you.
The Feedly RSS feed is a wonderful way to keep track of trendy topics in your industry and find content ideas at the same time.
Discover popular articles and content ideas with BuzzSumo. This company offers a amount of market research tools, one of which uses social media shares to determine if a piece of content is popular and well-liked. Subsequently, this information helps you see which usually content ideas would do well if you were to create articles about them.
Blog Post Headline Analyzer
CoSchedule’s Blog Post Headline Analyzer tool analyzes headlines and titles and provides feedback upon length, word choice, grammar, and keyword search quantity. If you have an idea in mind, operate a few title options with the Headline Analyzer to see how you could make it stronger, and to move your idea more along in the brainstorming procedure.
6. Determine which sorts of content you want to create.
There are a number of options out there regarding content you can create. In the following section, we’ll discuss some of the most popular content platforms marketers are creating, including some tools and web templates to get you started.
7. Publish and manage your content.
Your marketing and advertising plan should go beyond the types of content you’ll generate — it should also protect you’ll organize your content. By using an editorial calendar, you can on the right track for publishing a well-balanced and diverse content material library on your website. Then, create a social media content diary so you can promote and control your content on other sites.
Many of the ideas you think associated with will be evergreen — could possibly be just as relevant months from now as they are today. That being said, you shouldn’t ignore well-timed topics either. While although they are not the bulk of your editorial calendar, they can help you generate surges of traffic.
Most people rely on incorporating popular holidays like New Year’s and Thanksgiving holiday in their marketing efforts, but you don’t have to limit yourself to these important marketing dates.
When there are niche holidays that might appeal to your audience, it could be worth publishing content on the blog or on social media marketing. Check out this ultimate listing of social media holidays — watch it when you’re planning your calendar.
Content Strategy Examples
To understand what a content technique is, it’s probably helpful if we explore some examples associated with real-life content strategies centered off a few various company goals.
To start, take a look at explore an example of a content strategy used for SEO purposes (with the ultimate goal of attracting new prospects to a website).
Now i’m a huge fan of Evernote’s blog, which offers a wealth of knowledge around the topic of efficiency. The blog post, How To Stay Disciplined When Times Are Tough, made me laugh out loud — and then incentivized me to grab a pen and write down some of the tips I loved best.
But why is a company that markets a note-taking app writing about discipline?
Because it’s how I found their website, when I looked “How to stay disciplined” on Google.
Evernote is a good sort of a content strategy used to attract new leads. People interested in reading content associated with productivity are likely the same people interested in downloading Evernote’s note-taking product (because can be better than a to-do checklist for helping you stay on-task? ).
On the contrary, if Evernote’s marketing team just created content for the sake of growing traffic — like posting “Our 10 Favorite Beyonce Songs” — it would not be considered a content strategy whatsoever; it would just be content.
A technique needs to align content with business goals — in Evernote’s case, the strategy aligns content (blog posts upon productivity) with the business objective of attracting leads (people interested in note-taking) to their site.
Let’s take a look at another example to see how a good content strategy can help businesses with sales enablement .
Consider the following scenario: a potential client calls a sales representative at Wistia and requires questions related to Wistia’s video hosting service. As the Wistia sales rep speaks with her, he learns her business is using a few other tools in order to convert leads into product sales… including Intercom.
Once the call ends, the sales rep sends the chance a follow-up email having a blog post about Wistia’s incorporation with Intercom, which allows Intercom users to further customize messages to prospects based off video-watching data they collect through Wistia.
This is a prime example of the way you might use a content strategy as a sales enablement device. On the surface, it might seem odd that Wistia has devoted content regarding another business’ tool. However , this content is a good resource for Wistia’s sales team, particularly if prospects have concerns concerning how Wistia’s product may integrate with their existing software program or processes.
Now that we’ve explored a few examples of articles strategies, let’s dive into different sorts of content marketing.
These are the eight most popular types of articles marketing you can create for the readers and customers.
one Blog Posts
If you haven’t currently noticed, you’re currently reading through a blog post. Blog posts survive a website and should be published regularly in order to attract brand new visitors.
Posts should offer valuable content for your audience that makes them inclined to talk about posts on social media and across other websites. All of us recommend that blog posts be between 1, 000 and 2, 000 words in length, however, you should experiment to see in case your audience prefers longer or even shorter reads.
Check out the free blog post templates designed for writing great how-to, listicle, curation, SlideShare presentation, plus newsjacking posts on your own blog.
2 . Ebooks
Ebooks are lead-generation tools that customers can download after publishing a lead form using their contact information. They’re usually longer, more in-depth, plus published less frequently than blog posts, which are written to attract visitors to a website.
E-books are the next step in the inbound marketing process: After reading a blog post (such as this one), visitors might want more details.
This is where calls-to-action (CTAs) come into play, directing people to the landing page where they can post their contact information plus download an ebook to find out more valuable information for their business. In turn, the business producing the particular ebook has a new lead for the sales team to contact.
a few. Case Studies
Case research are your opportunity to inform the story of a customer who seem to succeeded in solving a problem by working with you. An instance study is perhaps your the majority of versatile type of content marketing and advertising because it can take many different forms — some of which are on this list. That’s right, case studies can take the form of a post, ebook, podcast… even a good infographic.
Your goal in a case study is to show the individuals who are considering your product that this proof is in the pudding. Before choosing a customer for a case study, you should determine which form the testimonial will take and the area of your business to which if you’re trying to drive value.
Templates are a handy content format to try simply because they generate leads for you whilst providing tremendous value to your audience. When you provide your audience with template equipment to save them time and help them succeed, these types of more likely to keep engaging along with your content in the future.
Infographics can organize and visualize data in a more persuasive way than words solely. These are great content types to use if you’re trying to talk about a lot of data in a way that is clear and easy to understand.
If you’re prepared to get started, get our web templates for creating beautiful infographics in less than an hour.
Videos are a highly engaging articles medium and are shareable across social media platforms and sites alike. Videos require a larger investment of time and resources than written content, but since visual marketing increases in popularity — after all, it might be 40X more likely to get distributed on social media than other types of content — that is a medium worth experimenting with.
HubSpot Research recently found that video is the most preferred kind of content. Video also records people’s attention more than every other content format.
Starting a podcast can help audiences find your brand if they don’t have time or even interest in reading content every day. The number of podcast listeners keeps growing — in 2018, nearly one-third of the U. S. population has listened to the podcast in the last month.
If you have interesting people to interview or even conversations to host, think about podcasting as another content format to experiment with. (Here’s our comprehensive guide to starting a podcasting. )
8. Social Media
Once you’ve been regularly publishing articles on your own site for a while, it might be time to start thinking about distributing your content on other sites. This could mean repurposing content into new formats plus publishing them on your weblog, creating original content especially for external sites or posting website content on different social networks.
Posting on social media marketing, however , is pivotal to amplifying your brand’s achieve and delivering your content to your customers where you know they will spend their time. Internet sites on which businesses often post include:
When starting a business account on one of the social networks above, it’s important to write-up the type of content your supporters expect to see. On Instagram, for example , users want pictures, videos, and graphics that will reflect current events, flaunt user-generated content, or even proceed behind the scenes of your organization.
On Facebook, your options for what you should post open up a bit: Not just can you share your blog articles and website content, you could also post native Facebook videos, product promotions, plus original memes that resonate with your customers. You can also connect to other businesses that have an identical audience as your own.
While the goal on social media websites like Instagram or Snapchat is to connect more intimately with your audience, your objective on platforms like Fb and Twitter is to expand that audience, drive visitors toward your website, and start conversations in your industry. Do some basic market research to discover which systems your buyers are on, and mold your content to their objectives.
When you’re ready for more ideas, a few plethora of different content types to diversify your content advertising.
It takes time, organization, plus creativity to grow a successful content material marketing strategy. From building the building blocks of your content marketing plan to adding tools to better control your content, setting up your strategy for the new year won’t be a hassle if you follow the steps and discover the resources here.
For extra guidance, use HubSpot’s Marketing and advertising Plan Generator to create a 12-month strategy in just a few minutes.
Editor’s note: This post was originally published in September 2018 and it has been updated for comprehensiveness.