Content Marketing — Implementing Your Strategy

Minimize risk with a content marketing strategy

Welcome to the second article in helping you create a successful content marketing plan. Now that you have begun to define your content marketing strategy, the next stage is to build a long-term and sustainable plan aimed at growing your reputation, website and business.

Create an Editorial Calendar

Now that you have defined your goals, audience, business and voice, the next stage is to plan out (ideally) a year of content. A simple starting point is to create a simple chart that has:

  • Weeks 1-5 going down the page (there being four months a year with a full, or most of, a fifth week
  • Then give each week a subject. For example, Week 1 is product reviews; Week 2 is holidays/seasonal; Week 3 is menu changes; Week 4 is monthly deals; Week 5 is a miscellaneous post
  • Across the top of the page write out the months of the year, beginning either from January or the month your content marketing plan is due to commence
  • Then complete the chart by filling in a weekly post by subject for every month.

If you're looking for more inspiration, HubSpot has some great editorial calendars.

A calendar will also help you assign roles within your organization, or if you're using an agency, to give that business a document and time frame from which to prepare.

Content Marketing and SEO Strategy

Quality content and high-quality inbound links (discussed below) are the two most important aspects of search engine optimization.

Search Engine Land published a useful article on Google's top-three ranking factors, and quotes Andrey Lipattsev, a Search Quality Senior Strategist at Google.

Search engines love websites that are regularly updated. Why? Ultimately because it shows the organization cares about its audience. This is especially true if the content you are publishing is relevant, informative and engaging. The more regularly a website publishes, the greater the chance that content is consumed and shared. Search engines will then deem your website more relevant and it will get bumped up the search rankings.

More content also likely means:

  • promoting and discussing more products, more about your business, or your story
  • targeting more keywords relevant to your business, or creating more content targeting existing keywords
  • greater potential for link building, to both external sites and within your own site
  • more opportunity for sharing, engaging with and discussing the content on social channels
  • possibility for creating landing pages that can be targeted by SEO, Adwords or a combination of both

Link-Building Strategy

There are ultimately two ways of getting inbound links. Asking for them (active), or being linked to due to quality content (passive).

  • Active: actively asking relevant business, publishers and influencers to link to you
  • Passive: when you have become a trusted resource people will seek out and link to your content

Naturally, how and who you ask can take many forms but it still boils down to an active strategy to gain inbound links. Naturally, being linked to because people respect your knowledge is the aim, but this takes time, diligence and the understanding that SEO is a marathon not a sprint.

Link building will be discussed more in upcoming posts about SEO. Stay tuned...

Promote Content on Social Media

If you have your social media networks set up then great. If not, consider which platforms suit your content, business and message best. Resist the temptation to blast out the same message in the same format across all your channels. This is akin to junk mail. Different channels attract different sections of your audience and allow you to talk and present your information in a way that is palatable to each demographic.

Things to avoid include: spam, misleading headlines and asking people to like, share, retweet etc. I have always espoused when teaching social media best practices to avoid asking people to take an action; to me it devalues it—of course you want people to engage and interact with your content, but you want your audience to do it because you've created something compelling.

Much like with SEO best practices, publish quality content regularly, provide value, integrity, humour, wit and incentives (educate, inform and entertain).

The Facebook news feed algorithm operates in a similar way to that of search engines. Social Media Examiner and Hootsuite published blog posts which outline in more detail how it operates, and best practices to follow.  Hint: quality and integrity will win out over spam and clickbait.

Social media marketing is worthy of being covered in more detail, and will be in the coming weeks. But the info above, combined with the links, is a great starting point for your strategy.

Analyse, Report, Tweak

Google Ananlytics is a free and powerful tool to track your web traffic. It can tell you, among many other details, information about your audience, the devices and browsers they use, where in the world they are, how long they spend on your site, and what content is most popular.

This is not intended to be an introduction to web analytics, a topic to which entire sites and books are dedicated, but simply to highlight if you have a website you need to have an analytics app tracking it. About this there can be no debate.

From a content marketing strategy standpoint it can tell you what content is or isn't successful. It can also tell you what keywords (search queries) your audience is using to find your web pages.

We can help you with this. We provide a service to set up, track, monitor, report, and use the information to help inform your content marketing strategy.

20 GOTO 10

As a child I dabbled in recreational BASIC, a gateway programming language which led to recreational html use (nested frame sets—that's a bad trip down memory lane).

Apologies for indulging my inner-nerd, but what this subheading refers to is an infinity loop. The full BASIC instruction would look like this:

10 PRINT "CONTENT MARKETING IS ESSENTIAL."
20 GOTO 10
RUN

CONTENT MARKETING IS ESSENTIAL

CONTENT MARKETING IS ESSENTIAL

CONTENT MARKETING IS ESSENTIAL

CONTENT MARKETING IS ESSENTIAL

CONTENT MARKETING IS ESSENTIAL

Etc, etc etc...

What this means is twofold. You now have a strategy which is an established document until such time as you feel a new strategy is needed, your goals or situation change. Secondly, you should publish, share and analyse your content marketing efforts repeatedly to ensure you're building your reputation, your audience, your website, your search ranking and your bank account.

Thanks for reading.


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2 Comments

  • Maria Tayler Reply

    Content marketing and SEO both are very essential techniques of digital marketing. As content marketing is the long term strategy based on building a strong relationship with your target audience, by giving them high-quality content. We should try to take care of it. It’s great to read this. Thank you for sharing.

    • Chris Gordon Reply

      Thanks for your comment, Maria. I appreciate you taking the time to read over my site. Cheers, Chris

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