Type any word or phrase on Google, and you’re likely to witness hundreds of articles related to it.
That’s a lot of content. But not all content shared on the internet is worthwhile. Why?
It’s not the quantity of content you share that matters, but the quality that drives potential customers to your website. Today, creating content is not only about starting a blog and posting on different social media platforms. Your content needs to capture attention – even in paid media. For instance, if you are using Instagram and seeking help for increasing engagement. Then you may search for the best Instagram bots to grow your engagement in no time.
Now, that’s something overwhelming for digital marketers.
Enter content marketing strategy.
With the potential to double your website conversion rate, marketers are slowly incorporating a paradigm shift in their content marketing strategy. Your content marketing strategy is a blueprint of your end-to-end tactic because it helps plan, create, and publish content that aligns with your target audience.
Creating and expanding your content strategy takes time, but when done well, it will make content creation and marketing that content a lot easier for your business.
In this article, we will discuss some tips to expand your content marketing strategy and achieve the desired business goals.
Let’s get started!
4 Tips to Expand your Content Marketing Strategy Like Never Before
Follow these four tips religiously to boost conversions and distinguish your brand from competitors.
1. Mix up your content
A video may get more engagement for some businesses, while for others, podcasts may generate a higher conversion rate. The reality is that different people respond to different things.
To increase the reach of your content, mix up your content and never keep sharing the same kind of content.
A part of your target audience may respond to freebies, while others may find an action-oriented video a more helpful way to connect with your brand. Regardless of your marketing communication, this will always hold true.
So, how do you generate so much content? Where will you get ideas and time to craft emails, shoot videos, write blogs, create landing pages, or record podcasts?
To provide a variety of content to your target audience, most companies choose to repurpose existing content.
For example, if you record a podcast, using Happy Scribe audio to text converter, you can convert that podcast to a written format and use it as a blog or a snippet from it on your social media channels. You can do the same with your videos and use them to generate ebooks, blogs, articles, and emails.
You can effectively mix up your approach by repurposing your evergreen content and offering your readers something new to read in different formats. This can help you reach more people and maximize the impact of your content marketing efforts.
2. Audit your content
Tweaking the famous Pareto Principle for content marketing:
80% of your website’s traffic comes from 20% of your content.
Confused?
Don’t worry; you’re probably not the only one! Thousands of marketers are probably unaware of this fact. So, how do you find which 20% of your content is resonating and driving traffic?
Conduct a content audit on your website.
Like a doctor, the content audit checks your content’s health, performance, strengths, and weaknesses. Once you know the performance of every page, you can delete or update those to revive your website traffic.
Also, an audit will provide your business insights into ideas for future content while evaluating your past efforts. You can audit your website content by following these steps:
- Create a content inventory: It’s the directory of your content with relevant URLs. You can use different content inventory tools to list your content inventory.
- Create inventory facet and catalog content topic: Use a content audit template to list all necessary facets of your content like headline, summary, H1, H2, Meta description, videos, PDF, and more. Also, classify your content based on the topic and length—for example, 800-words service page or 1500-words tips blog.
- Analyze or grade your content: Analyze your existing content and grade each piece based on the quality of writing, accuracy, and relevance for your audience. Grade your content based on the following approach:
- Keep (evergreen or top-performing content)
- Update (content with above-average performance)
- Remove (non-performing content)
- Consolidate (club similar content pieces into one)
Use the result of your content audit to expand your marketing strategy.
3. Capitalize on the power of micro-moments
Today, in the fast-paced and busy world, your audience probably doesn’t have time to read lengthy product or service descriptions or go through every word you write on your website.
More than reading, they prefer scanning content.
So, it’s imperative to provide easy-to-digest information. That’s why Google introduced the term “micro-moments.”
Micro-moments occur when customers, without conscious thought, search the internet either on phone or laptop to learn something, do something, buy something or know something.
Businesses need to capture these micro-moments as they are intent-rich moments and shape the preference and decisions of your customers.
For example, when a customer enters ‘audio to text converter,’ they expect Google to provide a list of tools that converts audio to text. They’re having an I-want-to know micro-moment. That’s why they expect a list of tools converting audio to text and not tools that can convert videos to text.
To capture such micro-moments of customers, companies are slowly developing knowledge bases and other informational resources to guide customers to what they’re looking for.
You can add micro-moments to your content strategy by:
- Creating FAQs
- Producing snippet information for search engines
- Using real-life and emotional stories on social media
4. Focus on the design element
The design of your content is paramount for its marketing and success because it helps build a positive user experience. Regardless of the content format you choose, give due importance to the design part. Poor design kills your user experience and tanks your content efforts.
Improving the quality of videos, photos, infographics, and design elements like font, color, page layout, and heading dimension can significantly impact how customers perceive your content.
In fact, according to a study, your customers can recall 65% of visual content they see up to three days, whereas during the same time duration, they can recollect only 10% of your written content.
So, this means people can remember the design element of your content longer than the written part.
Therefore, focus on creating visually attractive and appealing content to foster a long-lasting impression on your customers.
For example, instead of writing a user guide for a product, use a video tutorial to teach customers how to use your product or create an infographic explaining the process in an attractive manner.
You can focus on designing featured images of your content and thumbnails to expand your share’s reach and engagement.
Last but not least, consistent design across your website and content types builds brand awareness and helps you reach a wider audience.
Expanding your content strategy to boost business performance
Like Rome, which wasn’t built in a day, expanding you cannot accomplish a successful content strategy overnight. It’s not a one-time strategy session where you learn, implement and see the result there and then.
Your content marketing strategy is at the helm of everything you do to attract more customers and market your product or services. As content continues to evolve with each passing day, businesses will have to expand their content marketing strategy to avoid falling into the trap of content Darwinism.
Adapting to these four steps will eventually help you achieve the desired results.
As the best practices of content marketing are witnessing a rapid change, reevaluating your strategy once every few months and tweaking changes as necessary is important.
How are you expanding your content marketing strategy?
