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Content marketing is essential for any business. Whether it’s written, video, or images, the content you share with your prospects and customers helps define the image your brand has in the world.
But what is content strategy exactly? Content marketing decides what you post, while content strategy determines what you create and where and why you post it. It sounds complicated, but we promise it’s intuitive when you work with the right expert.
Learn about the benefits of investing in a content strategy, below.
Your strategy is a plan of action on how you’re going to deliver value to your customers that educates them about your brand simultaneously. Your strategy can (and should!) change with your business and the goals you’re investing in at the time.
For example, a business that wants to establish its brand as an expert in the field would have a more educative content strategy than a business looking to grow its customer base. The first business would focus more on how-to and opinion articles, while the latter would focus more on social media and content trends (like Reels and TikToks).
Different types of content have different purposes, though all work together to improve business growth.
Before you read this section, take a deep breath. There are many different types of content, but you can repurpose the same piece in various ways to make it multi-functional.
Content types include:
… and the list goes on. Without a content strategy, the list above can feel overwhelming and impossible. With the right one and help from a marketing professional, you can make your content work for you instead of the other way around.
Knowing what to post, when, and where to post it can feel like a full-time job. That’s because it is; it just shouldn’t be yours. When you have a small business to run, you don’t have time to keep up with trends and constantly create content. That’s where marketing professionals come in.
Not only can they help you create a content strategy, but they can give you ideas for what to use, too. Learn how a professional strategy can improve your business below.
The great thing about content marketing is that it works hand in hand with your SEO. When your SEO expert delivers you your list of keywords, you should see that as inspiration for social posts.
At the very least, your list of keywords can inspire blogs, which are great for building your search engine ranking. Blogs can easily be turned into YouTube and Facebook videos, then converted to audio-only podcasts.
Once you have a blog post, you can use that as a social media post. Choose an image that represents the blog content and your brand, then post it on Instagram, Facebook, and Linkedin with a link and relevant caption.
Repurposing content takes the pressure of constant creation off and is an efficient way to use your marketing budget.
Let’s say your current business goals are to establish yourself as an expert in your niche. To do that, you write a bunch of blog posts using keywords like “how to find the best blank and what to look for in blank business type.
When the consumer clicks on those articles, the goal is for them to be so impressed by the content that they stay on your website and choose to invest in your services. You provide them value, and they give you their business in return.
Google is smarter than you think it is. The search engine giant considers more than just your keywords to decide your search rank. It looks at page value as well. That page value includes things like bounce rate, page authority, loading time, and other factors an SEO expert can help you with.
When you create high-value content regularly, Google sees that you’re providing value to your customer, not just trying to get sales.
In the same SEO-improvement vein, posting high-quality content on different channels organically brings people to your website. Let’s say you write a blog post, then advertise the new post on Linkedin. The Linkedin post has a link to the blog on your website, which 230 click and follow.
Once those people are on your site, they browse around a little bit and hopefully convert. That’s organic traffic.
Google’s spiders notice this and rank you higher in the search module to reward you for providing value to your customers.
With the right content strategy, you can deliver consistent value to your customers, encouraging them to interact and shop with your business. The more you invest in your content, the better your company will be in terms of SEO, too. Everything in marketing goes hand in hand, as long as you do it right.
To get help creating the kind of content strategy that will improve your business, get a free consultation on how to start your content marketing campaign today!