You’re convinced you need a content marketing strategy, but where do you begin?
Here are some tips to get you started.
1. Review Your Demographic
Have you ever heard the saying that we get what we need, not what we want? That’s often the case when it comes to internet marketing. You can try your best to attract a certain demographic of people, including employing specific SEM parameters, but that doesn’t always mean you’ll get that audience.
For example, if you have a website about yoga, you may try your best to attract people who are experienced yogis, but instead you find new enthusiasts. Does that mean your readership is any less valuable to you? No. Of course not! You should embrace people who find your content helpful, and aim to build a community around that which will still achieve your original goals.
So, ask yourself these two questions:
Who do you think you want to attract?
Who are you attracting?
Then, to the best of your ability, figure out who is coming to your site? Do you want to continue growing in the area where you’re succeeding or to change strategies and risk losing the community you’ve built up?
2. Analyze the Vertical
Or, in other words, do a competitive analysis. If you’re starting a vegan baking blog, you’re entering a very competitive space. You’ll need to look around, see what blogs are having the most success and build upon that for your own.
There’s something that sets every site apart, no matter how similar they may be. That’s where a full-on content strategy comes into play, meaning that you have support for your content. Maybe your competitors don’t take pictures as well as you can, or don’t include little anecdotes. You’ll also want to study their social media channels and make note of how you can improve upon their strategies.
As with any business, spending some time doing competitive analysis will at the very least help you carve out a niche for yourself, which is a key to winning on the internet.
3. Brainstorm and Gather Assets
There are no bad ideas in a brainstorm, so get everything from your research down on paper. In keeping with the food blogger example, you may notice the photography on some feature soft, natural lighting, while others are vibrant. Think about your photography direction and how you can best showcase your food.
Then get to work putting together an editorial calendar. Be flexible with your calendar, but assembling a skeleton plan will help you get ahead of the game for events like holidays, social media marketing opportunities, and anything else that can help you drive traffic to your site.