Everyone keeps telling you that content marketing is king and that you really need to add a blog to your website.
They probably said that it will benefit your SEO and that your audience will reward you with their loyalty and business.
Well the good news is that they were right: content marketing is king.
The bad news is that providing valuable and engaging content to your target audience every week is not nearly as easy as it sounds.
Keep on reading and I will tell you 3 easy things that you can do to improve your content marketing strategy.
1. Keep your employees involved. This is particularly important for small businesses, and also holds true for bigger organizations. Your company blog will cover many different topics and it is unlikely that only one writer will be passionate and knowledgeable about them all. Talk to your team to understand who would be better suited for a specific topic or even a specific format, i.e. video, Infographic, slideshow. etc.
The blog can become a great creative platform that will give your employees a chance to express their passions and interests.
2. Plan, plan, plan. Great, everyone is now up to speed. The team has great ideas and is looking forward to making a contribution! But be careful; this excitement is going to vanish soon. You need to create processes to keep your blog moving.
The first thing you need to create is a publishing calendar. You can decide how far into the future you want to plan, but I suggest trying with two weeks to start. As you become more familiar, move to a month or more.
The second thing that you need to plan and structure is content creation. Essentially, you want to think about how you are going from a topic to an idea to the final product. Some of the questions you want answered are: Who will be responsible for idea generation? Once we have an idea who will approve it? Who will edit and publish the final post? How long will it take to go from idea to publishing?
I’m sure you get the idea here! For more resources check out Content Marketing Institute‘s website.
3. Track results and tweak your strategy. You will get better at this with time, but you need to learn from your mistakes and understand what is working and what isn’t.
There are two main things you need to monitor: content performance and the effectiveness of your internal processes.
You can monitor content performance by tracking traffic, social media generated engagement and number of mentions. Once you collect this data don’t let it sit on your desk; rather, try to make sense of it. Look at what type of content worked better and what days of the week your audience was more receptive and make the necessary changes in your publishing schedule based on these insights.
Assessing the effectiveness of your internal processes should lead to a better work-flow.
Learn to understand the strengths of your team members and don’t be afraid to ask them what they think can be improved. There’s always room for improvement! The road that will make your content marketing strategy great is a long one, but it’s well worth it.
Don’t waste another minute; you need to start somewhere and now is as good a time as any!