Traditional marketing strategies like print and direct mail, while still relevant with certain demographics, have given way to digital marketing approaches over the past several years. Today’s consumers are becoming more and more savvy, and they’re turning to the internet to research and purchase products. In fact, Gartner estimates that B2B buying groups spend over a quarter (27%) of their buying time researching independently online.
If you’re one of the thousands of brands trying to connect with online searchers, how do you ensure that your website—and your products and services—are getting in front of the right people? With SEO-driven content marketing, like white papers and blogs, that speaks to search engines and your target audience.
To succeed in content marketing, however, you need a plan. That’s where a content strategy comes into play. A content strategy is a way for marketing teams to develop and execute a plan for their content marketing. The right content strategy can take you from topic ideation to publishing and beyond. But what are the benefits of a content strategy and what content strategy goals should you aim for? Keep reading to find out.
A content strategy is a roadmap that takes marketing teams through the entire process of generating topics, identifying high-value keywords, creating content, publishing content, and promoting it to your target audience across a variety of channels.
While every company’s content strategy will vary based on identified goals and objectives, here are a few high-level pieces of information that most content strategies include.
For most companies, one of the primary goals of a content strategy is to increase the amount of organic traffic to their website. To do so, companies must rank highly on search engine results pages (SERPs). Over 25% of users click on the first organic search result on Google, and this fact alone illustrates exactly why you need a content strategy. Getting to page one doesn’t happen accidentally. You need a solid content strategy with the right tools to make it happen.
It doesn’t stop with more traffic, though. A solid content strategy provides myriad benefits.
As we discussed above, for most businesses, the end goal of a content strategy is to get more visitors to your site. Why content is important, then, is because it’s how you make that happen.
When it comes to content marketing, you must align your content to your buyer’s journey. Building a relationship with a potential customer takes time and effort, and that’s exactly what your content should do. As such, the purpose of your content will fall into one of or more of the following four buckets: entertain, educate, inspire, or convince.
At DemandJump, we’ve taken all of the guesswork out of creating your content marketing strategy. Simply enter the topic you want to rank for and DemandJump will show you where you are losing to competition and the exact pieces of content to create to take market share.
But wait, there’s more!
Once you have your prioritized list of content to create, you are only one click away from an SEO content brief that recommends exactly what keywords to include to ensure your content ranks.
It really can be that easy—try it free for yourself.