Content Marketing Strategy

Regularly publishing interesting content is a great way to initially get and keep your target audience’s attention. To create consistently good content, you need a content development strategy.

Content Development and Distribution

Content marketing requires a system for consistently creating good content, which can be defined as content that engages people in your target audience. Rather than giving customers a hard sales pitch, content marketing seeks to establish your company as an authoritative, trusted source in your industry by regularly publishing useful resources. (These resources may be informative, humorous or inspirational, or they may evoke any other emotion). To do this for any period of time, you must have a strategy.

– Brainstorming Content Strategy

Content creation begins with brainstorming. When sitting down to think up content ideas, ask yourself or your team the following questions:

  • Who is the target audience?
  • What niche or topic do we want to focus on?
  • What content type do our customers engage with?
  • How can we keep current customers happy?
  • How might we attract potential new customers?
  • What are our competitors doing?
  • What do we like, and what do we dislike about what our competitors are doing?
  • What do we want to highlight about our brand?
  • What is our primary business objective?
  • What activities, including both online and offline activities, can be converted into shareable content?

– Manage Your Content Assets

Once started, your content will need to be filed in an organized system. This will assist the creation and distribution processes. One way to organize content is to file your it by type. Additionally, a spreadsheet should be kept that details the content’s:

  • unique ID
  • page or document title
  • location or URL
  • type of content
  • R.O.T Score (Is it redundant, outdated or tired?)
  • other notes

– Develop Your Editorial Calendar

Once you have several pieces of content started, it is time to create an editorial calendar. When deciding on publication dates for pieces, start with holiday themes and then fill out the other days. A good calendar will include sharing other companies’ content, as well as publishing your own unique content.

– Perform Keyword Research to Attract Traffic from Search Engines

Performing keyword research before creating a piece of content will ensure that the piece is properly formed to attract traffic from search engines. Good research will provide you with plenty of words to target through on-page optimization. This work can seem tedious at times, but it is a fundamental step in content creation. After all, it does not matter how good your content is, if no one is searching for it. Because keyword research is so fundamental to the content creation process, this step in the process must not be rushed.

– Head Keywords vs. Long Tail Keywords

Keywords are broken into two types of keywords: head keywords and long tail keywords. A head keywords is the primary keywords that a page targets. For instance, the head keyword of an ecommerce category page that lists coffee makers would probably be “coffee makers.” Long tail keywords are 4-word and longer variations of the head keyword. In this case, some long tail keywords might be “four cup automatic coffee makers” and “eight cup stainless steel French press.”

Long tail keywords are a viable way to compete in even the most competitive niches. Following the example given above, the results for the head keyword “coffee makers” is likely dominated by major retailers such as Amazon and Wal-Mart. Long tail keywords, which are less competitive, would provide smaller retailers with a chance to rank in the search engine result pages (SERPs).

– Keyword Researching Tools

There are a number of tools for keyword research. Google AdWords is one of the most powerful tools – and it is free. Many other programs derive their data from AdWords’ database. From Google AdWords, you can find the historic search volume, trends and estimated CPC for keywords. The data in AdWords can be segmented by match type, geographic region and more. Whether estimating organic traffic or planning a pay per click (PPC) campaign, Google AdWords is the tool to start your research with.

Other keyword tools can be used to complement AdWords’ data. One great place to begin looking for other tools is the Keyword Research category on’s blog.

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