The ABC's of Content Marketing

Analytics

Data, typically derived by an analytics tool, adds a separate dimension to your content marketing strategy.  It measures the reach and effectiveness of your marketing efforts.  A good analytics tool will return information on which search engine led the visitor to your site, the visitor’s geographic origin, and the type of device that the visitor is using.  These are just the basics!  With proper analysis of the data presented, content marketers will be able to ascertain whether their content is reaching the intended target or whether their personas could use some adjustment.  

Buyer Personas

Even the most engaging and well-crafted content falls on deaf ears, if it’s not reaching the intended target.  In its simplest form, a Buyer Persona is a profile of a fictitious (or real) person whose needs will be indirectly or directly met by your product/service.  Personas may contain age, demographic information, and personal interests/ hobbies (amongst other things).

Content

Compelling, relevant content, in any form, is the fuel of an effective content marketing strategy.  The objective is to draw your target audience in by pushing out information that speaks to their needs or interests.  But first, be clear on who your target audience is and what appeals to them.  

Distribution of Content

Content marketing efforts should be targeted but they should also have broad reach.  The objective is to have content be present everywhere your prospective buyer is, which also means that your content should be consistent.   A user shouldn’t see separate messages on their Linked-In and Facebook feeds.  Where possible and appropriate, your content should be the same and should never appear disjointed. The presentation may be tweaked for a specific platform; however, the content itself should be universal.  

(Search) Engine Optimization [SEO]

Search Engine Optimization, or SEO, is the process of increasing the probability that your webpage will rank highly in a search engine’s results. Proper use of keywords, or significant terms, in your content helps in strengthening your SEO outcomes.  As are most things web-related, integration of keywords and SEO is truly a science.  The frequency of certain keyword use and the number of inbound links to your published content are two of several factors that play into your ability to land at the top of Google’s search results.