Content strategy is a critical component to the success of your online marketing strategy. This blog post is the first in a series of articles where we will discuss successful content strategy tips for the modern marketer of the future.
Content is the key element to every online marketing activity. From social media and paid advertising, to blog marketing, email marketing, and SEO – all of these online marketing activities require high quality content in order to produce results. In fact, Demand Metric conducted a study that shows an amazing 78 percent of Chief Marketing Officers (CMOs) believe custom content is the future of digital marketing.
However, high quality content marketing is only one piece of this intricate marketing equation. In the ever-evolving world of online marketing, a business needs to conduct significant research and focus on the development and execution of a winning content strategy to reach its goals.
We would like to introduce you to five key aspects you need to consider when creating a killer content strategy for success. Each one of the following aspects will be expanded upon in individual blog posts to follow.
1. The Purpose of a Good Content Strategy
A solid content marketing strategy will serve as the fuel or the driving force that is needed to propel a productive digital marketing campaign. The next article in the series will discuss these purposes in greater detail, but include the following:
- Defining your brand
- Creating a plan to produce content that resonates with your audience
- Building trust and equity with your brand
- Attracting new visitors to your website and social media platforms
- Streamlining the content creation process
- Providing a compelling reason to take action
- Encouraging loyalty and promoting engagement
- Telling the story about your business
2. How to Effectively Built a Content Strategy
A winning content marketing strategy is one that inspires your audience to take a desired action. So how do you get into the minds of your target audience and influence them through the content you create? That’s a good question and one of the most common challenges faced by businesses when they are developing their content plan. In the third post in our content strategy series, I will expand on the following tips:
- Figuring out who your target audience is
- Weaving your value proposition throughout your content
- Making your value offer applicable to all mediums used for marketing
- Testing everything and finding out what works
- Being sure your content compels people to take action
3. The Relationship Between User Experience (UX) and Content Strategy
First impressions are everything. In today’s modern world of website design, user experience (UX) / user interface (UI) is king when it comes to the first impressions. If a user lands on a website and it’s not intuitive to their needs, they are going to bounce. Fast.
The content strategist plays a critical role with the web designer when it comes to creating a design that has structure, workflow, substance, and governance that syncs up in perfect harmony with the type of content conveyed.
Briana is one of our in-house digital marketers that has a strong passion for design and has been studying UX/UI design principals for more than a year. Join her in the fourth article in the series where she dives deeper into this harmonious love affair between the UX design and content strategy.
4. Making WordPress Work for You to Display Content
At Webdirexion, we build custom websites for clients. We know from experience the importance of delivering content in a way that grabs attention and encourages the user to spend some time on the site and click-through to other pages. Once we have nailed down a design custom-tailored to the unique users to that site, we must create the pages on the site that will display the content in the most appealing way using smart logic, website development strategies, and ongoing testing.
We personally use a WordPress development theme called Divi, which provides easy and unique ways to display information users see when they come to your website. With Divi we are able to:
- Build websites using “building blocks” called modules
- Rearrange and tweak the design by moving around these modules
- Easily test any element on a webpage to optimize for maximize lead gathering capabilities
Learn more about how creative strategy intertwines with content strategy in our fifth post written by Scott, our chief website developer. This article is all about implementing your content strategy with WordPress.
5. Developing Cornerstone Content
We are going to cap off our series about modern content strategy with a newer technique that’s been gaining steam and proving effective, which is the development of cornerstone content.
Cornerstone content refers to having one central hub page on your site that other on-site pages and posts link to in order to rank for certain keywords. In order to strategize the content on your site effectively, you must leverage similar content in a meaningful way through internal linking.
At Webdirexion, we recently met with our SEO specialist Julie, who shared some valuable information on how to implement the most effective internal-linking strategy to improve site rankings, and other search engine optimization tips that use existing content in a more meaningful way.
Join us in the final blog post in the series where we will discuss the topic of cornerstone content and share expert tips to help you with implementation. We will also provide some information about the SEO plugin we use called Yoast, and how cornerstone articles can be promoted with this plugin.
Briana is our content maven at Webdirexion bringing writing, editing, SEO, and social media skills to the team. She graduated from the University of Georgia with a B.A. in Communication Studies and has served as an “Ambassador for Global Awareness” a volunteer assignment to promote civil rights and social action.
At Webdirexion she is helping with writing, editing, quality checks, and learning page layout and split testing using the Divi WordPress theme.