Content marketing is a long-term game. If you want instant results, your time is probably best spent on a different strategy. Each piece of content you produce only makes a very tiny splash. But, it’s the cumulative impact of all this content that results in a giant wave, flooding the Internet with your content.
Building a content strategy from the ground up requires a lot of work. But, it’s better to spend this time upfront, rather than having to fix your strategy months down the road.
Below we show you how you can create a killer content strategy for your WordPress website.
Why Content Marketing Matters
Content marketing refers to any form of written content you use to help meet your marketing goals. In the online world this usually refers to the blogs and guest posts you write, the emails you send, and the social media posts you write.
There’s a lot of incredible wisdom out there in the content marketing space, so if you’re still not sold. Then, take some time to read these posts. They’re long and detailed, but well worth your time. This epic beginner’s guide from Moz, and this guest post from Brian Dean on OkDork.
Content marketing is a multifaceted marketing beast. Meaning you’ll receive all kinds of benefits for your business, like:
- Improved brand awareness and reach
- Increased search engine rankings
- More traffic to your website
- Growing your authority in your space
- Higher customer satisfaction
And a lot more, as long as you stick with it.
Creating Your WordPress Content Strategy
Below we dive into a five-step process for designing your content strategy from the ground up. There are multiple parts and we recommend doing every single one. You want a strategy that gets you results, right?
Organizing Your Content Strategy
Planning is just as important as the content creation itself. Without a solid plan you run the risk of either burning yourself out, or having a non-sensical content strategy that only confuses your readers.
After all, it’s called ‘content marketing’, not ‘write whatever you feel like and hope it works’.
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The Role of Keywords
What exactly are you going to write about?
You probably already have a few topics in mind, but if you’re serious about your content strategy, then you’ll do a bit of keyword research.
For basic keyword research you can fire up Google’s Keyword Planner, and enter a few keywords that are related to your products and services. This will give you a list of keywords related your niche, and give you search volumes and relative search volumes.
If you’re looking to dive deep into keyword research, then check out this post from Backlinko.
Finding the Right Style of Content
What kind of content will you create?
When people first think of content marketing they usually think of writing blog posts. Creating the right kind of blogs can be very valuable, however, there are other forms of content you’ll want to think about too:
▪ YouTube Videos or Slideshare presentations
▪ Facebook, Twitter, and other Social Media posts
▪ Ebooks and content upgrades
▪ Long-form content, and short-digestible content
When you’re just getting started it’s recommended to experiment with different content types until you can actually see what works. After all, you can’t be entirely sure what form of content your audience will readily consume.
If you’re looking to get the most longevity from everything you create you can use a workflow like the one below:
- Create an epic long-form blog post that addresses a common need of your readers.
- Turn that blog post into a Slideshare presentation or video script.
- Create a series of social media posts that take relevant quotes from your post.
- Create a content upgrade that extends the value of the post, that requires your readers to subscribe to download.
Planning Your Content
One of the most effective ways to organize your content is by using a content calendar. Something as simple as a calendar that shows which posts you’ll publish on what days will help to keep you on track.
Set Your Content Marketing Goals
Goal setting for content marketing is incredibly important. Set the wrong kind of goals, and you’ll deem your strategy as worthless, even if it’s moving your business forward.
Yeah, it’s that important.
The type of goals you should be setting are long-term goals, and goals that can be tracked. For instance, a solid long-term goal could be to build brand awareness and expand our reach as a company.
This, in itself will be hard to track, but you can combine this with certain quantifiable metrics, that will show you if you’re on the right track with your goals.
To see if your reach is growing as a company you could track metrics like:
- Growth in industry leaders linking and sharing your content
- Increased sharing of content from fans
- Improved rankings for company-related keywords
- Growth in relevant web traffic
Defining your content marketing efforts isn’t as cut and dry as other marketing methods. But, you can take a more qualitative measurement by looking at the feedback you receive from your users, like thank you emails, and combine that with data that points to growth, to see if your strategy is working.
Create Stellar and Useful Content
The success of your content marketing efforts relies upon the quality of your content. You can’t just produce crappy content and hope it’ll grow your business.
Remember, we’re dealing with real people. Your content could be your first chance to make a stellar first impression. For instance, if a reader’s first interaction with your business is through an epic blog post that helps them solve a pressing need, that’s going to help build trust.
On the other hand, if they come across a post you’ve written and it’s nothing more than a fluff post with an enticing title, it won’t be much of a benefit to your company. They probably won’t come back again.
Spend some time reading the top blogs in your niche to see what kind of content your audience loves. You can use a tool like Buzzsumo to see what pieces of content from your favorite blogs garnered the most social shares.
This will help to point you in the right direction of the kind of content you should align yourself with.
Develop a Promotion Strategy
Once you publish a post on your blog it’s time to get active. Just pressing publish is only the beginning for you.
To get the most value from your content you should promote it as far and wide as possible. Derek Halpern of Social Triggers advocates that you spend 80% of your time promoting your content, and only 20% of the time creating it.
Once you’ve created an epic post it’s time to get your post in front of your readers. There are dozens of methods of promotion you can use. The options below are a great place to start:
- Find influencers in your niche who might find value in what you’ve written. Mention them in a Tweet about the article, and email them your post. This works best if you’ve quoted or mentioned the influencer in your post.
- Find relevant Quora questions related to your post and answer the questions in-depth with a link to your post.
- Share your post across any existing social media or email channels you have.
- Find relevant online magazines or websites that syndicate content in your niche, like LinkedIn Pulse, or Medium, and post your blog there.
Test, Experiment, and Refine
When you’re just starting your content marketing journey you probably won’t get everything right the first time around. For instance, you might start by creating a series of epic posts that are each over 5,000 words long, only to find that your audience doesn’t have time to digest these posts.
Maybe, you convert these same posts into infographics, and easy digestible videos and find that your audience can’t get enough of these.
Experimentation is at the heart of successful content marketing. The only way to fail is to stop. Don’t be afraid to try new ideas and experiment with new content types. Scroll back up to the section ‘Finding the Right Style of Content’; just to see how many content types you have available at your disposal.
Remember, you won’t get results with your content strategy right away. It’s a long-term game. But, by following the strategy above and sticking with it over the long-term you’ll see some big time results for your business.