7 Killer Ways to Refine Your Content Marketing Strategy
The problem with online advertising is that no one cares about online advertising anymore. Fortunately, the solution to this problem is available, too. Content marketing has proven its mettle time again. It works because it is genuinely aimed at helping readers find solutions.
And, in so doing, it forges lasting connections.
But, content marketing is a lot trickier than just hammering out blog posts by the hundreds. As Aaron Orendorff says in his latest article:
“The power of content lies in entering an audience’s heart and mind through a consistent story well told; one with people, not products, at its core.”
Seems hard, right? Not with the right approach and tools, it’s not.
So, here are seven ways you can take your content strategy to the next level.
#1 Conduct a Content Gap Analysis
The toughest part of a content strategy is coming up with ideas worth sharing. Marketers use many methods to do so.
Some research their competitors. Others, just wait for the muse to settle upon them. But you can turn this art into a science with content gap analysis.
A content gap analysis does what it sounds like — it helps you discover content ideas by analysing existing content to find unexplored angles and topics.
Let’s say you want to write an article on how your SaaS product helps remote working. Your research may reveal that no one has written on how cloud companies tackle security issues.
This in turn might inhibit prospective buyers from finding a cloud productivity tool. This “gap” in content can be turned into an article and shared online.
Now, you can go through all your content to see if there are unexplored angles. Alternatively, you can also use a simple workflow software to discover ideas quickly.
These tools give insights into your business systems and can highlight issues. You can then create content that helps the user solve those issues.
#2 Be On Top of Current Trends
Like it or not, current trends and events affect how your audience perceives you and your product. The coronavirus pandemic is just the latest example here.
Building on the previous example, a SaaS company offering remote working tools may suddenly see a huge increase in demand. More people will need the company’s expertise.
The company can leverage content marketing to help its users and prospects through a tough time. Some content ideas they can work with here are:
- How to separate work and personal life when working from home.
- Managing enterprise security with a remote team.
- How to manage communications when working remotely.
Freshbooks for example, links to their Covid-19 specific content straight from their home page.
#3 Focus on Personalized Content
We all know that personalization has a positive effect on content. 80% of shoppers are more likely to buy from a brand that offers a personalized experience.
But, just what does personalization mean? Is it simply sending the same email with the recipient’s first name? Or, can we go deeper?
The fact is there are a plethora of ways you can personalize your content marketing efforts.
For example, you can make like Amazon and use data analytics to suggest similar items to users.
SaaS companies can offer customized feature add-ons to users that might need them.
You can also let your users personalize items if you’re selling physical products.
The personalization here can be custom engravings or enabling the user to create their own product sets from different items.
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#4 Use Reviews to Your Advantage
No matter how helpful your content is, your users will look at it with some skepticism. It’s coming from the seller, so they’ll wonder if there’s a hidden agenda behind it.
This is why reviews are so important in content marketing. Someone will always trust a third party’s opinion of your product or service over your own.
Firstly, ask your users for reviews every chance you get. Especially if they’ve expressed their trust in your product.
There are a bunch of ways you can use reviews in your content marketing. You can for example publish them on your website’s product page:
Your best customers deserve a bit extra, though. Consider publishing their reviews to your website’s front page like Ardent Growth:
#5 Make Generous Use of Visual Content
Say content marketing and the first thing everyone thinks of is blog posts, long-form articles, and website copy.
Even though video and pictures usually rank low in the content marketing pecking order, their impact suggests otherwise.
So, how can you use more visual content in your marketing efforts?
You can start by including videos on your landing pages and relevant blog posts if they add value. This article on medical alert system discounts uses videos to explain how the devices work:
And this landing page from Spruce does a good job of using video to engage their audience.
The video did not only catch the viewer’s attention, but also connected with them on a deeper, and more emotional level.
#6 Keep It as Simple as Possible
Too many times, marketers use overly complex language to sound professional, only to push prospects away.
One of the primary challenges of content marketing is to present information as simply as possible. This shouldn’t come at the cost of quality or depth, though.
This applies doubly to complex products or services like legal firms, SaaS products, and tech companies.
Consider this page on Life Insurance:
The web page is ideal for both people knowledgeable on life insurance and those who are hearing about it for the first time. They can also find out how much they need before choosing an insurer.
The takeaway here is that even if your product is complex, the content should be easy enough to understand by a layman.
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#7 Create a Content Library
A content library can help your users find useful information quickly. But, it can also help search engines index your content easily.
Furthermore, a content library can help you organize your content better. Like any other library, your website’s content repository needs categories.
The categories themselves can be keyword, product, benefit, or feature-based.
Check out this content library from Sleep Junkie:
Their content library has three sections — popular pieces, new pieces, and all pieces. The content is also very focused and has some interesting angles on sleep that users will find interesting.
You can use a tool like Loomly to create and manage your content assets. Loomly comes with its own content library which can be customized.
If you’re using WordPress to manage your content, then Wordable can help you speed things up. The app is designed to transfer content from Google Docs to WordPress without needing to reformat anything.
Relevancy, accuracy, and personalization are the hallmarks of a good content strategy. All three are going to become more important in times to come.
The strategies given above help achieve one or more of the three in some way or another. Feel free to tweak and add to them to find something that works best for you!