Thanks to the growing dependence on social media and online reviews, consumers are now very much in control of the messaging that brands put forth. As a result, businesses realize that investing in a well-rounded content marketing strategy is a necessity. However, while brands are investing more money than ever in content marketing, many of these businesses remain unsatisfied with the results that their strategies are generating.
While revamping your content marketing strategy may bring some initial success, it can be challenging to be able to sustain this success with a pipeline of fresh and value-added content. On a positive note, by making the following four tweaks to your strategy outlined below, you can really step up your content marketing game in a way that will continue to benefit your business in the long term.
Proven Tactics for Beefing Up Your Content Marketing Strategy
If you're looking to make some enhancements to your content marketing strategy that will continue to benefit your business for years to come, incorporate the following tweaks to your strategy:
1. Diversify Your Content
People today are more connected than ever and like to consume content on multiple channels. Embracing the concept of cross-channel marketing--providing a seamless experience for users across multiple channels--will help your business to increase engagement and build brand loyalty with the content that you create.
It's important to note that cross-channel marketing is different than multi-channel marketing. The difference is that with cross-channel marketing, you're using content to communicate with your audience across multiple touch points. For example, a prospective customer could visit your website to read about your products and services. That same customer is then retargeted with an email from your business that he reads on his mobile device. By diversifying the types of content that your serve to your audience (blog post, social media posts, email, etc) and delivering it using a cross-channel approach, you can create a seamless branding experience for your prospective customers.
Be cognizant of any monotony that exists in your content marketing strategy and be sure to include a variety of content formats to continuously stimulate your audience, such as videos, infographics, animations, podcasts, webinars, whitepages, and more. Exploring new content mediums by providing a variety of formats to your audience will help you to reach them in a deeper and more intimate way.
2. Re-Evaluate Your Existing SEO Strategy
Trying to get a handle on SEO can feel like a full-time job. If it's been a while since you've evaluated how your current SEO strategy is performing, your content is likely not earning the visibility that it should.
As a best practice, you should be regularly evaluating the performance of your SEO strategy. With search algorithms constantly being updated, your SEO strategy needs to consist of more than keyword research and content optimization. Partnering with an experienced content marketing agency like New York Ave will help to ensure that your content is being seen by the right audience at the right time.
3. Segment Your Audience
One of the biggest mistakes that businesses make with their content marketing strategies is trying to reach too broad of an audience. Unfortunately, when you're trying to use your content to speak to everyone, you ultimately end up speaking to no one.
If you want to be able to engage your audience and sustain interest, it's imperative that you segment your audience. Take the time to create detailed buyer personas for your ideal customers. This will help you to determine how you want to segment your target audience. The benefit to segmenting your audience is that it will allow you to serve them content that is most relevant to their interests and their stage in your sales funnel.
4. Leverage Data
A major advantage that digital marketing has over traditional print marketing is the wealth of data that brands have access to. However, many businesses fail to leverage this data in their content marketing strategies.
By taking a look at key metrics such as traffic, conversions, and engagement rates, businesses will have a better grasp of how their content marketing strategies are performing and when improvements need to be made. To truly be able to understand the strengths and weaknesses of your content marketing strategy, it's in your best interest to partner with a digital marketing agency such as New York Ave that specializes in data-driven audience analysis.
How New York Ave Can Help
All in all, if you're questioning if your content marketing strategy needs to improve, that means it's time to give it a boost. Our team at New York Ave is passionate about helping businesses put together content marketing strategies that produce real-world results.
If you're ready to step up your content marketing game, we're the people to call. Contact us at New York Ave to learn how you can begin reaping the benefits of a well-implemented content marketing strategy!