5 Steps From Semalt To A Successful Content Marketing Campaign
Have you decided to invest in content marketing? Very rightly so! Valuable content supports building a positive image of your brand and inspires the trust of Internet users. It is also a necessary complement to SEO activities because it has a positive effect on the website's visibility on the web and its position in search results.
Interesting content is also a way to increase traffic on the website - people looking for information on the Internet will find it easier to find your offer. So there is also a growing chance that they will become your customers.
You already know it's worth it, but how to get it right? Each content marketing campaign should be based on 5 pillars. In today's article, you will learn about them all. This will allow you to consciously direct your content marketing activities. And that's the best way to success. Interested? I invite you to read it then!
Step 1: Analyze your own and competitors' activities
Before starting any work, realistically assess your situation. First, do your competition research in your industry with a high-quality SEO tool. Take a look at how other brands are presenting. Do they reach recipients through sponsored articles on nationwide portals? Or maybe they run a blog with how-to articles?
It's not that you copy their ideas. However, it is worth checking what works. If you see that interesting discussions are taking place under the blog entries of a competitor, it means that the publication channel fits the needs of potential customers. However, remember not to lose your identity - you know your company like no other and you decide what its image should be like.
Then honestly evaluate your previously published content: on the website, blog, in sponsored articles. Consider whether they are attractive and easy to perceive from the Internet users' point of view. If you already have a corporate blog, check the frequency with which the articles appeared. Maybe you neglected this topic?
Such analysis should be the starting point of any campaign. Otherwise, it will be difficult for you to make favourable decisions from the point of view of your marketing strategy. Being aware of your own achievements and shortcomings as well as knowing about the activities of the competition is essential. It allows you to decide whether existing texts need to be edited and the kind of new content you need.
So, what kind of SEO tool can help you achieve all this in a short time?
After exploring several SEO tools on the market, SEO experts have chosen to use the Dedicated SEO Dashboard to easily achieve their goals. Indeed, Semalt's experts have developed this SEO tool with the current SEO requirements in mind. Thus, they have equipped this tool with powerful features that you will not find in any other SEO tool. One of these features is Google SERP Analysis. This feature allows you to make a deep competitive analysis; as it shows you the most hidden secrets of success in the SEO strategy of your competitors. Thanks to it, you can:
- know the position of your website in the Google SERP;
- know the positions of the TOP pages and the keywords for which they rank;
- have a list of the main competitors in the searched niche;
- check the traffic generating keywords of your competitors;
- have an idea of the promotion strategy of each of your competitors.
In addition, the Dedicated SEO Dashboard has other features that you can use to accomplish several SEO tasks such as:
- Competitive analysis
- Technical SEO audit
- SEO reports Creation
- Control of the uniqueness of the contents of your site
- Analysis of your site's loading speed etc...
In summary, the Dedicated SEO Dashboard (DSD) is a complete web analytics and SEO audit platform that can be run on your domain at zero cost. It will allow you to provide your clients with advanced analytics services under your brand, whether you are an agency or a Freelance SEO Expert.
Step 2: Adapt to the needs of the recipients
Content marketing activities make sense only when the texts created meet the needs of the recipients. Adapting to their expectations and providing them with valuable content is the essence of content marketing. Therefore, as with any marketing activity, you should determine who belongs to your target group. For this purpose, the so-called personas are used.
What do you have to consider once you get to know the recipient's profile? First, the form of addressing the reader. You communicate differently when you address your offer to companies and when it comes to individual customers. However, whether you operate in the B2B or B2C sector, remember that you are addressing people who most likely know less about the issue than you do. They do not have expert knowledge, but they want to get the information they need. If the content is not user-friendly, there is a good chance that the potential customer will be discouraged.
The right style is only half the battle. Also, check what types of content your potential customers are looking for. Materials that are invariably popular among Internet users include rankings, "Step by step" instructions, and how-to articles. With professional tools like the Dedicated SEO Dashboard, you can determine what keywords are being entered into the search engine. Then you will find out what knowledge you need to share.
Step 3: Selecting Content Types - If you already know who you should...
...write for, it's time to choose the forms you will use. The decision depends primarily on the specifics of your business, but also on the goals you want to achieve. The content you can choose from is primarily:
- blog articles;
- descriptions of categories and products;
- content on the company's subpage;
- sponsored articles;
- back-end texts.
There are more possibilities, but you should definitely start with the above forms of Content Marketing. Why? Simply because your website is the main space of contact with internet users. If you don't present yourself properly there, other publication channels won't help much. A potential customer visiting the site wants to find the information they need, while you, through the content, can arouse their trust, interest and convince them that it is worth choosing your offer.
Through backend texts, you can effectively support the positioning strategy and expand your website's link profile. Attractive descriptions of categories and products in the case of e-commerce are a must. On the other hand, the blog allows you to present the offer in a broader context and answer questions asked by Internet users. Do you already see how much you can achieve with these several forms of content marketing?
Now let's move on to the distribution schedule!
Step 4: Distribution Schedule
The effects of the content marketing campaign will not appear immediately. Therefore, the continuity and regularity of activities are important. The publication schedule will help you maintain them. If you intend to outsource your content marketing to an external subcontractor, of course, you should also agree on such a plan with them and then enforce its implementation.
Why is it so important? The most effective are comprehensive activities, additionally related to the SEO strategy. However, the more channels and types of content you use, the harder it becomes to coordinate your work. Once you have a schedule, you won't miss a single publication. It will also be easier for you to analyze the results of the campaign because you can easily summarize what content was created and with what frequency it appeared at any time.
The schedule is best written several months in advance. However, be ready to modify it. If you see something working or that certain types of content need to come out faster, be flexible and adjust your strategy. Each campaign should be updated based on changing circumstances and lessons learned.
Step 5: Effective Content
Planning stage behind you? Time for the highest quality content. The analysis and planning will be useless if the content does not meet the appropriate standards. On the one hand, content must be written in such a way that Internet users want to read it, but on the other - adapted to the requirements of search engine robots. How can this be achieved? Here are 5 key tips:
- Take care of the spelling, grammar and stylistic correctness of your texts. Everything you publish must be professional and flawless.
- Format the content properly by adding headings, lists, tables. Thanks to this, the reader will not have the impression of the so-called 'wall of text' that no one wants to read.
- Combine a high level of knowledge with an accessible form. Valuable content should not be written in a language incomprehensible to the average recipient.
- Include keywords important for your business in your content. They should appear unforced and in an appropriate, not exaggerated density. Remember that your content must be unique.
- Use links to link pages and blog articles together. This has a positive effect on the browser rating of the site, but also encourages you to review the rest of the page or click the link to the product.
These are absolute basics, but the truth is that not everyone can write professional content. Remember that you don't have to create it yourself. Invest in cooperation with a partner experienced in the field of content marketing. Then you will be sure that you will fully use the potential of expertly written content.
We are at the end of this series of information on the 5 steps to a successful content marketing campaign. So, time to act! Plan the campaign, observe its implementation and measure its effectiveness. Analyze if you can do something better at any of the stages mentioned above. And remember - be open to the expectations of your audience. It is for them that you create content. Good content marketing practices and a well-thought-out strategy should always be the starting point in promoting a brand through content published on the Internet. Then the activities carried out will be really effective, and you will enjoy the effects.
So, I wish you good luck with a successful content marketing campaign!
Interested in SEO? Check out our other articles on the Semalt blog.