What Are The Types of Content Marketing Strategies?
December 22, 2020 •DJ Team
We’ve all witnessed it—when a content marketing strategy clicks on a large scale, creating long-lasting opportunities and growth for their business, and engaging new audiences. How did they know? How did they craft a message, funnel it through the right channels with impactful content, almost as if they knew exactly what would work?
As students of content strategy, we know the end goal of a content marketing strategy is to be able to show how our content development and execution has achieved clear business objectives. But doing so requires spending time identifying the most effective ways to connect with our audience.
What does a content strategy look like?
Content strategy requires a lot more than creating and distributing content—even if the content is good. A well-crafted blog or a semi-viral video with 10,000+ views is not how content strategy achieves business objectives for you or your company. The flow of new, incoming traffic is a nice boon, a high-five for your marketing team, but it rarely leads to real results.
Understand your audience in their full capacity as information gatherers; each has a long history of detecting time-sap, click-bait, unengaging content traps. They know garbage when they see it. And now they value worthwhile content more-so because of those bad experiences.
A good content marketing strategy focuses on relevancy and connection with audiences over time and across multiple forms and mediums. The goal is to achieve authenticity with your viewers—and there’s no single content strategy that suits every business. Approach yours organically, but don’t hesitate to look at different types of content strategies to get you started.
Types of content strategy
Your content strategy is not limited to any set formula—nor should you follow the below examples to the teeth. Audience awareness, innovation, and playing to your strengths will help form your content marketing strategy, and take these examples as starting points.
This type of content marketing strategy generates traffic through related, linked pieces of content. Generally, a main pillar page will act as the catch-all authority on a broad topic; then multiple “cluster blogs” on related topics will hyperlink to the pillar page, and the pillar page will navigate the audience to a website or webpage with even further information.
What’s interesting about this model is that the audience can start at any point of contact, and will eventually be linked to all the related pages. Doing this gives substance to your content strategy.
While keywords still play a big role when it comes to Search Engine Optimization, this strategy of getting your content to the forefront of search engines includes factors like mobile-friendliness, content quality, authenticity and others to ensure audiences are being directed to reliable content. In a similar way that cluster-pillar strategies achieve authenticity through interconnected content, SEO achieves authenticity by earning through search engine algorithms designed to detect worthwhile content. At the end of the day, the cluster-pillar model is an SEO strategy, after all.
Subject-Matter Expert Authority
Often, cold hard information wins the day—and many audiences want reliable content that cuts through the rhetoric. A subject-matter content strategy strips your content to its bare bones. Infographics, how-to articles, online instructional manuals, educational tools. When you have information that gives audiences real-world, pragmatic tools, they’re far more likely to engage and even subscribe to mailing lists or e-newsletters.
Social Media Strategy
A strong presence on social media is hard for businesses to achieve without coming across as heavy-handed or invasive. But there are organic ways to connect with audiences, as long as your social media push isn’t to drive audiences away from social content and into direct marketing of your product. Businesses who achieve success with social media strategies build their brand through interaction and participation on social media groups and related social content.
Content Marketing Tactics
The front-end—or execution—of your content marketing strategy is calculated, thought-out. But one uncertainty remains: how will your audience respond? And if the response isn’t what you expected, chalk it up as a loss? Wrong.
Tactics in content marketing are formed and developed when you’ve created the content and seen the results. To quote E.M. Forster: “How do I know what I think until I see what I say?” In this case, how can we know our effectiveness until we see the results of our content creation.
Data analysis is a great way for you to learn how to strategize your future content, and creating lets you learn more about your audience—and there are tools available to help you engage with this data.
DemandJump’s Instant Consumer and Competitive Insights show you where you are winning and where you are losing to your competitors around any topic. The platform will point out gaps and opportunities to take traffic share, and with one-click SEO-optimized content outlines, you’ll save time in the process.
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