
Content Marketing: Using Content & SEO to Grow Your Business [Complete Guide]
Defined simply, content marketing is: 1. The Creation of Quality Content 2. The Promotion of Quality Content In this, step-by-step, all-in-one guide to planning and launching a content marketing strategy you will learn that good content marketing strategy includes both on and off-site content creation and on and off-site content promotion. And they’re almost never mutually exclusive. For instance, video content marketing for Youtube would fit into both the created and promoted buckets. You might create a quality blog post and then promote it by PR and link building outreach, then create more content off-site to link back to your original post. In reality, content marketing may more appropriately look like this: The who, what, when, where why and how you create and promote your content is how one develops the ideal content marketing strategy for success. In order to create and promote, you need to understand your ideal customer persona, where they are online and how to promote to them. In other words, you will need to have the necessary skills to be an adept content marketer. Only then will you gain a true edge or competitive advantage. For instance, a Shopify ecommerce store will have a very different creation and promotion strategy than a local tax attorney or tax service business. How to Plan Your Content Marketing Strategy There are some important reasons why you should plan a content strategy—by which I mean a formally written document—that outlines your plans for success. According to research from the Content Marketing Institute, there are four main factors responsible for differentiating self-described “successful” content marketers from self-described “unsuccessful” content marketers. (Image Source: Content Marketing Institute) The Content “Research Phase” Let’s move on to the actual steps you’ll need to take to draft your content strategy. First, you’re going to need raw information. Remember what I said about needing to have more objective information, rather than relying on your own assumptions and instincts? This is the stage of the process you’ll use to get that information. There are several types of research you’ll need to perform, each with their own challenges and tactics. Your end goal is to walk away with enough raw material and data to inform your strategic decisions. When doing content marketing research, you can use keyword research tools or the unique data provided from organizations like Content Marketing Institute. Let’s take a look at some of the most important research areas: Market research Market research is what you’ll use to identify and understand your target audience. Your target audience will be the ones reading your content, supporting it through social sharing, and eventually becoming customers. Hopefully, you already have a solid idea of who your clearly defined audience is—but don’t make assumptions yet. Take your time evaluating different demographics and how they might relate to your brand and already have brand awareness based on your content marketing. There are several ways you can do this; for example, you can rely on government-drawn census data to learn more about the buying habits and dispositions of your key demographics (and demographics you may not have previously considered), or you can leverage recent industry studies or market research companies to dig deeper into more specific information. Google Trends and Content Marketing Institute are great tools for engaging in custom research on trending keywords as well as research insight from articles on the company website. Device usage You’ll also need to pay attention to what types of devices your target audience is going to be using. For the most part, you’ll find that there’s a great diversity here. More users are opting for multi-platform access to content, switching between desktop devices, tablets, and smartphones throughout the day. Image Source: ComScore (via smartinsights.com) Still, you’ll find that your demographics and your industry likely favor one device more than the others. You’ll need to make your content compatible with all devices, but you might bear one in mind more than the others. Preferred media types Don’t neglect things like images, videos, and audio streams. Beyond that, there are multiple methods of serving these mediums, such as various channels and file types, and many formatting variables, such as length and overall presentation. Most content marketing strategies will benefit from using multiple of these media types simultaneously, but the only way to figure out which ones are best for you (and your audience) is to research it. Competitive research Competitive research adds another layer of sophistication to your research phase. So far, you’ve been researching what audience segments you’ll be focusing on and what types of content they might like to see. This is good information, but it’s all theoretical. Competitive research helps you see content marketing in a live environment—and in your niche, no less. Make a list of your direct and indirect competitors, and take a look at what they’re doing for their own content marketing campaigns. Keyword research Keyword research is specifically done for SEO, though even if you don’t plan on investing heavily in an independent SEO campaign, it’s worth doing. Here, your goal is to uncover various keywords and keyword phrases that might serve as good targets for content topics. (Image Source: ahrefs) Again, keep any keyword insights you find here in balance; your primary goal is to produce good content. Write for readers, not for search engines. Setting Content Marketing Goals & Establishing a Timeline Once you’ve done enough research to give you a broad understanding of your clearly defined audience, your competitive position, and your niche, you can start drawing up the main goals of your campaign—as well as a timeline in which you’ll meet those goals. The long-term nature of content marketing Before you get too ambitious, you need to realize the long-term nature of content marketing. You can’t use content marketing as a get-rich-quick scheme, nor can you use it as a short-term boost for your brand awareness. If you’re going to get involved with content, you need to have a long-term focus. Budgetary considerations Ideally,