Creating an Effective Marketing Content Strategy

So you already launched your website and posted content. Now, you’re also considering SEO to optimise your search rankings and make your content visibly seen. User engagement metrics, which measure what users do on your website and how they do it, has become unofficial ranking signals with Google. It means poor quality content has a far more negative impact on a site, causing it to drown in a sea of content that was created just for SEO purposes.

 Google’s recent patent filing shows that the way content is interacted with online is definitely on Google’s radar. This is a material fact because creating a sound content marketing strategy is necessary not only to attract and retain users, but also to improve a site’s Google search rankings. Hence, what needs more focus and emphasis on your end is to ensure in producing quality content to ultimately achieve the desired boost in SEO rankings.  

As cliché as this saying goes, there is indeed no substitute for preparation. It is imperative to always strategize before producing any content. It is definitely frowned upon in the digital marketing scene when one produces content just for the sake of it. In the long run, producing quality content with assured user engagement will catapult your search rankings. Since we cannot compromise content and it is material in establishing greater SEO results. This article tells you what constitutes a good marketing content strategy.

1. Business case. By communicating your reasons for creating content, the risks involved, and your vision of what success will look like, you are much more likely to gain executive support for your strategy — and to get permission to make a mistake here and there as you figure out what works best for your business.

2. Business Plan: This covers the goals you have for your content program, the unique value you are looking to provide through your content, and details of your business model. It also should outline the obstacles and opportunities you may encounter as you execute your plan.

3. Persona and content maps: This is where you describe the specific audiences for whom you will create content, what their needs are, and what their content engagement cycle might look like. You may also want to map out content you can deliver throughout their buyer’s journey in order to move them closer to their goals.

4. Brand story: Here, you characterise your content marketing in terms of what ideas and messages you want to communicate, how those messages differ from the competition, and how you see the landscape evolving once you have shared them with your audience.

5. Communication Plan through Channel Platforms: This should include the platforms you will use to tell your story; what your criteria, processes, and objectives are for each one; and how you will connect them so that they create a cohesive brand conversation.

How to Execute an Effective Marketing Strategy

1. Define your goal. In developing a comprehensive marketing plan with the aforementioned considerations, it is important to go back to your goals. What is it that your business wants to achieve?

2. Conduct a persona research. Creating a buyer persona based on a research on basic demographics and simple analysis of your buyers are important. By knowing your target audience, you can produce more relevant and valuable content that they’ll want to read and convert on.

3. Running a content audit. If you’ve been active in your online presence for a considerable amount of time, you might want to try a content audit where you assess the trends and engagement results and your content per se. This way, it will help you screen what to scrap or what to adopt in your future content.

4. Choose a content management system. Have a system in place where you can create, manage, and track your content, otherwise known as a content management system (CMS). A few vital parts of content management include content creation, content publication, and content analytics.

5. Devise a content plan from brainstormed ideas. This tip is relative as it depends on the type of marketing content you ought to use for the specific time being. It could range from social media to blog posts to eBooks. A simple content plan involves your ideas, themes, sources, possible dates on when to publish to certain platforms and action items needed from your marketing team. This should be a liberal approach because at the end of it all we are encouraging creativity and flexible marketing content.6.Publish and manage your content. This is where organising and adhering to your marketing communication plan based on item no. 5 come handy. You can make use of holidays and other world celebrations to tweak the content of your marketing initiatives and make it reflect your business. Yes, it takes skills and a comprehensive communication plan for your marketing to be able to pull this off.

For those of you that are discovering Ngakkan Nyaagu (NGNY) for the first time, we are an Indigenous Digital Agency. NGNY is a 100% Aboriginal owned business and has been operating for 5 years. We have been engaged to deliver website, mobile app, graphic design and hosting services for Indigenous organisations and businesses, non-Indigenous organisations, businesses, government and enterprise. We are Supply Nation Certified, NSW Indigenous Chamber of Commerce (NSWICC) registered and B-Corporation Certified. We have gained a wealth of knowledge and experience along the way and have a lot to share with Indigenous businesses and the buyers of their products and services. (