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How to Integrate Content Marketing Goals & Strategies

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How to Integrate Content Marketing Goals & Strategies When it comes to content marketing, there are the prospect is captured through SEO and three broad content marketing strategy types lands on your page you can describe what a you may want to consider. registered agent is and why it is important. A few years ago, YouTube published Therefore when it comes to inbound content a research paper proposing that companies marketing strategies, it is all about anticipating who established the strongest brands on the customer’s entry points and then social media did so by publishing three targeting long-tail keywords in the title and different types of content. The paper focused content and follow good search engine design on video content and the terms were a bit principals. confusing but the underlining premise of much of the report was sound. Therefore, I have The problem with an inbound content digested the underlining message into a marketing strategy alone is that once the description of three content marketing strategy prospect finds the answer they came for, they types. often leave your site. Therefore, you need to give them a reason to stay or explore further. Inbound Content This leads us to the next strategy: Once you know the customer segment you want to reach you have to try to understand Addictive Content their intent. More specifically, what are they Once a prospect lands on your site, you want searching for? Unfortunately, as we stated them to stay and explore or come back later in Will You Fail Because You Don’t Know for another dose. Therefore, you must What You Don’t Know, many customers are encourage them to subscribe to your future ignorant of your industry and as such have content or provide content that makes them difficulty selecting the right words in what to click-through and discover more of constructing a proper search query or your content through links and teasers. completely ask the wrong questions based on wrong or incomplete information. Typically, you create an addictive content marketing strategy through regularly With an inbound content marketing strategy, scheduled content that gives a prospect a you have to figure out alternative search reason to come back for the next content queries and even try to anticipate improper installment. By developing content with a questions. strong editorial voice and an identifiable personality, prospects will be encouraged to For example, many of my clients have no idea sign up to mailing lists or become subscribers what a registered agent is or what they do so they are alerted whenever you publish new when they create a new entity for their content. business. Most don’t even ask. If as part of your inbound content marketing strategy you targeted keywords to educated prospects Tentpole Content about what a registered entity is and what Once you have had a chance to build a they do, you would miss a vast number of following of loyal fans, you may want to build prospects that would gain value from the buzz to promote an upcoming program or knowledge but never asked. Therefore, as release in an attempt to use your current part of the inbound content marketing audience to leverage an even broader strategy, you would need to create content audience and extract even larger financial with a title like, “How to register an entity” or commitments from them. The term “tentpole” “What you need to know before you register is a marketing tactic that gets its name from an entity.” This is because the prospect would the shape of the activity leading up to an likely be including “register an entity” in their event. search query and not “registered agent.” Once When you create a program or have a new Engaging in content marketing to achieve your product release they are usually costly and SEO results is a common business goal, but time specific such as a live streaming program it’s not the only goal content marketing can or a new release of a book. For these events accomplish. Here are three primary content to pay off, you want to make sure you can marketing goals to consider: extract the greatest value from the event. As you get closer to the date of the event, you will want to build up the frequency of your content SEO marketing buzz to generate more and more Creating content that attracts search engine excitement as you are getting closer to the traffic depends on using targeted long-tail date. keywords, creating good headlines that invite click-throughs, and delivering content that Moreover, after an event or release, you will conforms to Google’s search rules. If your want to produce post-event content to primary goal is SEO, your content focus is to maximize your returns. For example, create content that is popular and therefore immediately after an event/release, you will gets high traffic volumes. want to capture post-event comments and encourage discussions among the participants. Finally, you will want to consider Customer Retention repurposing the content of the event/release A second content marketing goal has nothing into other products. For example, if the event to do with attracting prospects but entails is a live seminar, perhaps, you may want to serving your current customer’s needs as a produce an audio podcast of the event. If the way to providing quality customer service event is a book release, you may what to experience so that prospects and customers create a few white papers that describe remain loyal to your brand. For example, you specific topics covered in the book. might have a frequently asked question (FAQ) section that answers commonly asked questions. Or perhaps, you might host a user I’d like to expand upon that concept and look forum so that your users can be engaged with at three content marketing goals and then tie other users. Or, you might provide a series of them to our previous discussion on content how-to-videos to help customers make the marketing strategy types. most of what you offer. perhaps having landing pages ranking high for Authority smaller niche keywords. For example, several A third content management goal focuses on of my specific posts rank high for specific the proving that you are a thought leader in your long-tail keywords like; “Leverage industry and are worthy of their attention. Contingency,” “Thick Markets,” “Self-Weeding Often when authority is the goal, as is the Gardens” and many other very important case with my blog, the content may not rank topics for the business owner to understand. very well with search engines because the However, since these topics are not concepts content is focused on conveying less common or as common as search terms like “Business information and may be pushing the Loans” or Business Entity” site level SEO can boundaries of common understanding. suffer. As a business with a goal of establishing authority, much of your content tends to be Tying Together Goals and more advanced and covers content areas that are not in the zeitgeist. Therefore, there is less Strategies search traffic for your content keeping the Now let’s tie together our previous discussion overall site from ranking really well but on content marketing strategy types with today’s discussion of content marketing goals. So, we have three content marketing goals between that content marketing strategy type and three content marketing strategy types to and the content marketing goal. serve the goals. ln the chart, we can see how these combinations work together to create Looking across the first row, you can see that nine possible content marketing strategies. if your goal is to drive organic traffic to your site through Search Engine Optimization The yellow highlighted blocks indicate that the (SEO), the focus would be on investing content marketing strategy type and the primarily in an inbound content marketing content marketing goal are aligned. The strategy type. You would want to make sure unhighlighted blocks show a disconnect that your content made use of long-tail keywords that you can rank for and are Finally, if you want to establish your business relevant to your brand. as a thought leader in your industry, it requires that you be a bit more controversial and less mainstream. Since being a thought leader An addictive content marketing strategy type means being in front of popular trends and might also be somewhat useful to this goal but exploring niche concepts that are not yet to a lesser extent. Furthermore, you would popular, optimizing your content to attract probably never invest in a tentpole content organic traffic should not be your number one marketing strategy since you have yet to gain priority. However, creating content that makes the number of followers or established a prospect think in new ways should be a yourself as an authority to make that content priority. type effective. Moreover, once you get recognition for your If your goal is to strengthen the relationship authority, you can take your audience to the with existing customers and build a reputation next level by employing a tentpole content for superior customer service as a way to marketing strategy type. retain customers, inbound and additive content marketing strategy types are your best strategies. For more ideas • The buyer psychology including check out “Practical behavioral economics and emotional Marketing Concepts appeals For Your Small • Dozens of free and low-cost ways to Business”. Buy the achieve greater brand awareness complete book • Tactics to make your message more at Amazon.com. memorable and sticky • Common pricing mistakes that can kill Practical Marketing a sale Concepts For Your Small • Ways to leverage economic gyrations Business is a wisdom-packed book that was and current events to improve sales written for the budget conscious entrepreneur • General marketing and sales advice to looking to better market their products or help make better marketing decisions services.
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