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August 10, 2021

Unlocking the Power of Content Marketing for Sustainable Growth

Content marketing, a long-term strategy that involves creating and sharing media and editorial content, is designed to attract and engage visitors with the ultimate aim of transforming them into customers. However, this strategy comes with its own set of challenges. Generating fresh ideas consistently, maintaining momentum, and crafting genuinely engaging content can be demanding tasks. And it’s worth remembering, failing to engage your website visitors could mean missing out on potential customers and profits.

If you haven’t yet devised a content strategy for your business, now is the time to do so.

The Significance of Content Marketing for Your Business

Content marketing lies at the heart of successful digital marketing campaigns and has become a necessity for any modern brand seeking to build its reputation, generate more leads, and cultivate loyal customers. To further illustrate the importance of content marketing in Canada, here’s a rundown of the key benefits it can bring to your business:

Enhance Your Brand’s Online Reputation

High-quality content can foster relationships with potential customers. The more engaging, educational, and valuable your content, the easier it is to earn trust from your target audience.

Boost Conversions with Content Marketing

Content marketing can significantly enhance your website’s conversion rates by equipping consumers with the tools to solve a specific problem or the information they need.

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Optimized Content for Improved Search Engine Rankings

Content plays a critical role in enhancing your business’s online visibility. Creating a content marketing strategy is an effective SEO technique. Sites that regularly publish content have more pages indexed by search engines compared to competitor sites that don’t publish at all.

Showcase Your Expertise Through Content Creation

Content marketing allows you to demonstrate your expertise in your industry. Customers tend to place greater trust in companies that have proven their knowledge and experience because they feel they’re being guided by industry experts who can answer their questions and address their concerns.

Differentiate Your Business from Competitors with Content Marketing

In the saturated digital marketplace, it’s critical that your business stands out from the competition. Crafting a content marketing strategy allows you to showcase what makes your business unique and develop your brand’s personality and voice. Your brand’s tone of voice isn’t about what you say, but how you express a concept. It should reflect your brand and corporate culture, be human, practical, and consistent, and most importantly, create an emotional bond with potential customers.

Customer Journey-Based Content Marketing Strategy

The Customer Journey is the process that outlines the interaction between consumers and your company leading up to the purchase of a product or service. This process is rarely linear; customers typically discover a problem, find a product/service that solves it, spend some time contemplating the purchase, and then possibly proceed with the transaction.

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An effective content marketing strategy can prove to be invaluable during this process of product discovery and evaluation. Customers desire a remarkable shopping experience, and if they are consistently provided with content that is helpful, available, and kind, they will be more inclined to choose your business over your competitors.

To enhance your understanding of your ideal customer’s journey to buying, you should create a Customer Avatar in which you define individual wishes, key goals, values, weaknesses, and demographics.

With detailed analysis, you will be able to understand your audience so well that you can create content for each stage of their journey. The three stages each customer goes through in the buying process, each requiring a different type of content marketing, are:

  • Awareness phase
  • Evaluation phase
  • Conversion phase

Awareness

The first stage of a buyer’s journey is becoming aware of a need. At this stage, they are not necessarily ready to commit to a solution, but they begin to research how to solve it. Content marketing is perhaps your best ally at this point, as people get to know your business and discover that you have the solution to their problem.

You need to create easily digestible content as the customer is not yet motivated to make a purchase of your product/service, but is more interested in being entertained, educated, or inspired.

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The types of content that can be used in a content marketing strategy include:

  • Blog posts
  • Social media updates
  • Videos
  • Images
  • Infographics
  • EBooks
  • Podcasts

Evaluation

Once a prospect has identified your business as a potential solution to their problem, they will be more inclined to evaluate your offer in comparison to your competitors’.

To keep their attention towards your offer high, it’s necessary to build a relationship of trust with your potential customers and maintain direct contact with them. But how can we create a direct relationship with people we don’t know?

An effective content marketing strategy must include the creation of specific and valuable content for your audience, enticing them to leave their email contact. In this way, you will have the opportunity to send additional information, personalized offers, address objections, and present the benefits of each solution you propose.

“Lead Magnet” Content Includes:

  • Educational resources (case studies, informational ebooks, etc.)
  • Practical resources (checklists, swipe files, etc.)
  • Webinars/Events
  • Ebooks

Creating useful and valuable content could build user loyalty and develop a relationship that leads to them becoming effective customers.

Conversion

This is arguably your favorite part of the buying process. At this stage, you have convinced your potential customers to choose your product or services, and you just have to encourage them to make the purchase.

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Although the ultimate goal is sales, content marketing at this stage should still focus on helping the customer. Good examples of content are case studies, customer testimonials, product demonstrations, product comparisons.

An intelligent content marketing strategy based on the customer journey must anticipate possible customer actions and remove as much friction as possible to create a clear conversion path.

Content Marketing: Finding Ideas and Inspiration

What content should I produce? How can I find new ideas? Many businesses and freelancers feel overwhelmed right from the start. While writer’s block can be a real challenge, finding initial ideas for your content marketing strategy shouldn’t be a problem. Paying attention to the world around you and listening to people can provide potential ideas for your content. But where to find the questions to give the right answers? Here are some examples:

General Forums (Example: Quora and Yahoo Answers)

Simply typing in the topic that interests your readers or the industry in which you operate can lead you to questions that can turn into valid content.

Online Groups (Facebook, LinkedIn, etc.)

Social networking groups are like niche forums where people are interested in a specific topic and constantly ask questions. You can intercept their needs to build content that meets their needs.

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Google Search Box

When you start typing a keyword, suggestions related to the term you’re looking for appear in the Google search box. Some tips can be really useful to get ideas for your content marketing strategy and are the most sought after by people on the internet.

Google News and Google Trend

Analyzing your industry with Google News and Google Trend will allow you to find the most interesting search trends and topics for your audience.

Amazon

Amazon is an invaluable source of research. In the bestselling section of the best books related to your industry, you can find ideas you haven’t considered or see which topics people are most interested in.

How to create a content marketing strategy that converts.

Step 1: Define Clear Business Goals for Your Content Marketing Strategy

A goal is a percentage increase in a metric related to your brand or company. For example, you may aim to increase the number of people who find your brand through organic search by a certain percentage, or increase your newsletter subscribers by a specified amount.

These goals will help you understand how to design your content marketing strategy, which content formats to use (videos, blog posts, infographics, etc.) and which distribution channels to use (your website? Facebook? Instagram?).

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It’s crucial to identify your target audience and where your content is able to reach the right people. A content marketing strategy without defined objectives risks being ineffective: it goes beyond simple activities of creating and publishing content, and involves a process of analysis, strategizing, monitoring, and observing results.

Google My Business

Step 2: Create an Editorial Calendar to Manage Content Creation

A content marketing editorial calendar is essentially a planning document that guides you and your team on how to create content – from idea, to writing and publishing.

Creating content without a calendar is like driving a car without a steering wheel. It doesn’t work. Here are the main aspects that should be included in the editorial calendar:

  • List of contents to be treated according to your content marketing strategy: this can include topics not yet developed, existing content or content that will be repurposed.
  • Personnel responsible for creating and publishing content.
  • Creation of content and publication dates.
  • Type of content.
  • Call to action (CTA) within the content: If the content is valuable to your audience, what action can I ask my users to take?
  • List of channels to distribute your content.
  • Possible occasions on which to focus your content creation: seasonality,anniversaries, local celebrations and all those events related to your industry that can encourage greater sharing of your content and lead generation.
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Step 3: Research Keywords

Before starting the actual creation of your content, ensure that you research the most competitive keywords and those that will be typed the most by those interested in the topic you have decided to cover.

Keyword research is crucial if you want to achieve a high search engine ranking, which results in more exposure to people interested in what you have to offer.

Here are two simple tools that will guide you to compile a quality keyword list.

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Google Keyword Planner

The main advantage of this tool is that you will be able to extract information directly from Google, such as the average monthly search for a keyword, competition, and other keyword ideas.

Ubersuggest

Ubersuggest is an SEO tool that allows you to find words that revolve around a topic and focuses more on long-tail keywords, that is, keywords composed of multiple terms, more specific and aimed at conversion.

Step 4: Creating the Content

Now that you’ve done all your initial research for your content marketing strategy, it’s time to create the content or hire a freelancer to do it. If you intend to write the content yourself, try to follow these guidelines:

  • Create a catchy headline that will entice people to start reading.
  • Add an attention-grabbing foreground image
  • Create easy-to-use sections of your content such as small paragraphs, bulleted lists, and graphics.
  • Invite readers to add their comments and start a dialogue.
  • Allow your content to be shared on social media to expose it to a wider audience.
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Remember, converting content marketing appeals to human emotions.

Step 5: Always Include a Call to Action (CTA)

In your content marketing strategy, you should always ask your readers to learn more, to subscribe to your email list, watch another video, or take a specific action that will benefit them.

Step 6: Try, Learn, Modify and Repeat

Your content marketing strategy needs to be constantly evolving and subject to change as you gather ideas and feedback from your users. As in the search for new ideas for content marketing campaigns, even in modifying one’s strategy according to new ideas, one must pay attention to the surrounding world.

Conclusion

Content marketing is a powerful tool that can drive your business to new heights. It involves a lot more than merely producing and publishing content. It requires careful planning, strategic implementation, and constant analysis and improvement. With a well-devised strategy, you can use content marketing to attract, engage, and convert visitors, ultimately driving business growth and success.

Frequently Asked Questions About Content Marketing

1. What is content marketing?

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

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2. Why is content marketing important?

Content marketing helps to improve conversions because it allows you to connect with and educate your leads and customers. Not only are you working to build trust and relationships, but you are also encouraging conversions by giving consumers the information they need to make an educated purchasing decision.

3. How to create a content marketing strategy?

To create a content marketing strategy, you need to define your goals, understand your audience, determine the type of content you will create, decide how you will distribute your content, and measure your results.

4. What types of content can I use in my content marketing strategy?

You can use a variety of content types in your content marketing strategy, including blog posts, social media updates, videos, ebooks, infographics, podcasts, and more.

5. How to measure the success of a content marketing strategy?

The success of a content

marketing strategy can be measured using a variety of metrics, including website traffic, social media engagement, lead generation, sales, and customer retention.

If you have more questions about content marketing, feel free to contact us. Our team of experts will be happy to assist you.


Tags

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