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SEMrush Blog

Choosing the Right Content Marketing Strategy

SEMrush Blog
Choosing the Right Content Marketing Strategy

How to Connect with Customers!

It is true that many content marketers and SEO’s get a bit anxious and even freak out a bit when planning a content marketing strategy, and rightly so. They do this because, they more than anyone else, know all too well that in online content marketing, just when you think you have ‘nailed it’, the rules of the game change, leaving you to consider other tactics and strategies.

What is Content Marketing?

Content marketing is a marketing method of creating and distributing relevant and valuable content to attract and engage a clearly defined target audience with the sole objective to drive up profits. Basically, a content marketing plan is the art of communicating with your customers and prospects without selling.

Why Should You Care about Content Marketing?

According to a recent survey, 86% of B2C (business to consumer) companies are planning to keep or increase their current content marketing spending this year, while 54% of these companies are planning to increase their content marketing spending in 2014. Knowing that the demand for content marketing is increasing, it's worth investing resources to start researching and learning more about the opportunities a content marketing strategy can bring to a site.

Content Marketing Strategy:

The first step in developing a content marketing strategy is understanding the company, but when all else fails, identify the following:

  • The company's business model
  • The existing customer base
  • What are the company's brand considerations?
  • Data collection
  • Competitor analysis
  • Keyword research
  • ​What keywords bring traffic to the traffic?
  • Market research and customer surveys
  • Specific product/service-related questions
  • Phone Interviews with Existing Customers
  • Create a benchmark audit using analytics
  • Putting together a content audit
  • Create and promote the content
  • Access content performance
  • Promote the content to key influencers

Content Marketing Strategy:

Once you’ve mapped what you need to do, get started on the following!

Make Your Website Rock!

A great way of content marketing is to share and develop great content. This will allow you to get to the top and stay there. The internet is a tool people use to find resources and entertainment. Think about your target market while making a content marketing plan. Where do they spend their time and how do they consume online content. Which do they prefer? Do they like video, audio, or text to get information? Mix it up and see where that gets you. For getting the traffic you crave, you will have to identify the problems and think of their solutions in your market niche.

Stay Active!

Don’t give up just because you aren’t on top of Google or other search engines. Remember that it can take months to a year or so to get to the top. Have a long term goal for your content marketing strategy, be consistent, and you will hit pay dirt eventually. By studying the current leaders in your market niche and working hard enough, you should get to the top spot of the SERPS in no time!

Backlinks Rule!

Every day, you should take time to build links that direct back to your website. In a content marketing strategy, your link building strategy should be simple and does not need to take hours or days. A few minutes a day, every day, building a link can add up to many over a period of time. The more backlinks from good websites you have the higher your search rank will be on the SERPS.

Should You Use Twitter?

If you start tweeting links to all of your posts, thinking that Twitter is a high authority site, so it must give great benefits to get as many links as possible to your site via tweeting, well, here's the catch. Twitter does something a little different with its coding method that you should keep in mind when building a content marketing plan. Twitter actually makes all of those ‘tweeted’ links into ‘no follow’ links. This means that in the coding for the site, it informs the Google spider bots not to crawl those links. So while they're there, they won't actually do anything in terms of creating backlinks. That being said, Twitter still has immense value for you in terms of SEO and online content marketing, and from a back link perspective, there's still the possibility that tweeted links could benefit you."

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