Creating high quality content is essential to any successful inbound marketing strategy. With great content your likely to get the website traffic and leads you are looking for. All the content you publish is part of a larger
conversation about your business and the problems you can solve for potential consumers. Your blog posts should be like individual chapters in your brand strategy.
All of your content should fit into an overarching strategy. This strategy keeps your content on track and helps share your brand values with your audience. A good content strategy also gives your posts, updates and other online marketing activities a method to reach your business goals.
Having no strategy can lead to a helter-skelter content approach which can confuse your audience and hurt brand credibility. This approach can also lead to generic content which could hurt your SEO strategy by having bland content that gets buried in search results.
Having a content strategy can help with the following;
Content strategy involves a variety of steps from preparation to content creation to measuring and testing. Before moving forward with an inbound marketing campaign, here are 6 questions to ask when planning an inbound marketing strategy;
Buyer Personas; a buyer persona is a detailed picture of your ideal customer. You need to answer the question; “who is my ideal customer and what are their pains?”
Attract New Visitors; inbound is about being found when people start searching on the internet. You need to answer the question; “how will consumers find us online?”
Convert Visitors to Leads; visits to your website aren’t enough to bring success to your campaign. To see results you need to answer the question; “how will we convert anonymous visitors to our site into engaged leads?”
Automated Nurturing; when a new lead is added to your data base they aren’t always ready to speak to someone. You need to ask yourself; “how can I use education to nurture leads through the process.”
Customer Delight; your goal shouldn’t be a single sale. Instead you want to increase customer lifetime value by asking; “how can I delight our customers after purchasing so that they purchase again and tell their friends?”
Scale for Growth; to establish a growth engine that continues to attract, convert and close new business you need to ask yourself; “how can I build a sustainable system that scales effectively over time.”
Content Mapping applies the concept of creating buyer personas to the three lifecycle stages of a buyer's journey. This process allows us to ensure that our content is targeted to the right people at the right time.
We have provided a FREE eGuide about Content Mapping that breaks down the process and allows you to start formulating your own content.
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