Content without a Strategy is a Waste of Money - Digital Marketing Agency Toronto

 

Statistics show that brands need content marketing. Demand for content marketing is growing as users learn to defend themselves against annoying ads. 

Brands want - brands do. They start blogs, go out on social networks, and attract opinion leaders. But only Digital Marketing Agency Toronto understand precisely what they are doing and why.

But content promotion without a prescribed strategy, clear goals, and clear criteria for success is open burning of advertising budgets.

How to Build a Content Marketing Strategy

It is impossible to move into emptiness. It would help if you understood why you are doing something and what result will satisfy you.

The goal should take into account the specifics of your company, audience, and circumstances.

It must be precisely formulated and spelt out so that, it is possible to assess the productivity of the work at any time. If you increase sales or attract customers to the site, how much? If you raise brand awareness, then how this should be expressed?

At the same time, the goal should be flexible enough to be painlessly adjusted and refined along the way.

Get to know your target audience

Who are the people to whom your proposal is addressed? What is their gender, age? Where do they live, and what do they do? What sites do they visit on the net, and what information are they looking for there?

What is a communication style close to them? Who forms their opinion on life issues in general and about purchases in particular? What motivates them, and what problems bother them? Without a deep understanding of your audience, your strategy won't be effective.

Take a content inventory

Chances are, you've done some content before. You have pages on social networks, a blog, or other communication channels with the audience. Check that what you have already written can be "combed" and put to the service of your audience.

Perhaps this is a series of valuable articles that you can type into an e-white paper? Or work tools that you can offer users free in exchange for their contact information or specific actions on your site?

Check out which posts have generated the most audience engagement. Perhaps they can be updated, supplemented with new information, and offered to readers again?

At the same time, analyse in what form your readers prefer to receive content: are they long articles or short light blocks of information mixed with entertaining content? Use this information to create a publishing schedule.

Also read: 30 Content Marketing Tactics You Have to Try

Define Success

The parameters by which you can determine that a post has achieved its goal may vary, depending on the overall goal of your strategy. The user's time spent on the page, the number of pages visited transitions from page to site, actions on the site, etc.

Plan publications

Building on the previous steps, choose the content types that will be most relevant to your audience and are comfortable with the channels you choose to communicate. To keep your posts in demand, look for niches that are not yet filled enough and fill them with unique, expert, and actionable content.

These can be:

· Articles in the blog of the company;

· Electronic books;

· Infographics;

· Video content, audio podcasts or live video broadcasts;

· Articles on external trust resources;

· Publications in social networks, email newsletters, etc.

Organize your content

Digital Marketing Agency Toronto recommends creating an editorial calendar that will display all publications on all selected resources.

It will help capture and balance the overall picture of promotion, take into account all topics: from evergreen to acutely relevant, catch fluctuations in audience interest and generate peaks in traffic. Choose sites for distributing content.

Content marketing is much broader than just publications on your blog and social networks. Ideally, potential users should find information about you wherever the Internet brings them.

Organize content distributions that expert articles on your behalf, positive reviews, and links to you are met on all resources that are significant for your target audience. These can be third-party sites and blogs, thematic forums, reviews, professional discussions platforms, opinion leaders' blogs, etc.

For this, you studied the portrait of your target audience to understand which resources it is worth organizing the seeding of content.

Track and Adjust Results

A good strategy is teamwork by Digital Marketing Agency Toronto

Do not try to do content marketing alone, even if it seems that you can handle it or that a small young company does not need a large scale. The front of work here is too vast and varied for one person.

Quality content-marketing requires the participation of talented and versatile professionals. Therefore, involve the team. It is the only way to make the strategy competent, accurate, and balanced.

Internet marketer, project manager, SEO specialist, analyst, psychologist, journalists and editors, SMM and email marketers, content manager, tautologise. Each task is conveyed through the pipeline, from data collection to client approval, publication, and analysis of the results.

It is large-scale work, and only in a team can it be done professionally from all sides, control the results and eliminate errors in time.

One-handed promotion is a small boat in the digital ocean. Teamwork to create and implement a strategy is already a powerful frigate. Choose what is more convenient for you to move around.