5 Steps for Effective Content Marketing

Fresh, interesting and good quality content is the key to driving traffic to your website. Here’s how to make your next content marketing campaign a great success.

1. Who is your audience?

For a marketing campaign to work it must be relevant to the audience you are trying to reach. All the different social networks have a different demographic so you need to check the current information on each site to make sure you are sharing your content with the most appropriate audience. Look at what your customers are sharing on social media and target your content accordingly. This is a great way of gaining free advocacy and is a marketing tool you shouldn’t overlook.

2. Avoid self-reference

Continual self-reference is not going to stimulate engagement. Try to use narrative or anecdotes to show what benefits your business has to offer. Write your copy in the second person to personalise your copy and minimise promotional content to keep your community interested.

3. Sharing what works

Not everyone likes creating white papers or lengthy articles and many people don’t have the time to read them either. If you’re not really a writer, try getting your message across in a different format; infographics, photographs or short instructional or product demonstration videos all work well. If you enjoy what you are doing and are passionate about the subject matter, it will come across to your readers and viewers. That’s the key to encouraging repeat visits and shares.

4. Curating

Curating refers to the growing trend of using content from others’ RSS feeds and turning it into shares that are relevant to your audience. This may sound like a lot of legwork, but if you set aside just half an hour each day for the task, finding suitable articles to share is a pretty simple proposition. Curating is a good way of establishing yourself as a reliable source of specialist information for your audience. It also has the additional benefit of helping you to build relationships with others within your field.

5. Use metrics

One great benefit of sharing your links and content on social media platforms is the many free metrics tools available which allow you monitor and keep track of how effective your posts actually were. The only way you can be sure of just how effective your campaigns are is to know how many people read your content, how many shared it or acted on it.

If it turns out that a particular content type or platform isn’t delivering, focus your effort elsewhere on the ones that are.

In conclusion

Your content marketing strategy will gradually build over time if you keep it fresh and well-targeted. Make sure your long-term content marketing plan has reasonable expectations. Identify your audience, share what’s relevant in the right places and systematically measure the results of your campaigns.

Image source: Shutterstock

Alison Page

About Alison Page

Alison is a small business owner, freelance writer, author and dressage judge. She has degrees in Equine Science and Business Studies. Read her full story at http://www.theladywriter.co.uk

Alison Page

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