Content marketing strategy involves much more than just writing monthly blog content. Many brands and businesses post monthly or twice-monthly blogs, but then content marketing stops here. When we post things on our sites without sharing them on other platforms, it is really difficult for people to find them. We want to share ideas with you on the steps to take after your blog post goes live.
Building a Content Strategy
Before we delve into ways to get your content out on the web, we need first to discuss how to build an effective content strategy. While it can be tempting to write blogs or create videos about topics that you are interested in, you need to focus on the topics that searchers are seeking out.
Content strategies can be built on keyword research and competitive analysis, but that is not quite enough anymore. Instead, we need to consider searcher intent, which requires us to put ourselves in the perspectives of our target audiences.
Let’s say your business operates in a very technical field—cybersecurity, for example. While you and your colleagues are experts, your target audience likely is not. For this reason, you should steer clear of jargon and technical topics, and instead, create content about topics that your key audiences will be searching for on Google or other search engines.
Your brand’s content strategy does not end when you hit publish, however. When you are building your content calendar and coming up with topics, you need to think about how you will disseminate this content, and which platform(s) will be most effective in reaching your target audience. As you create your brand’s content calendar for the year, you should include how you will share and promote your content across the web.
Read our blog, The Comprehensive Guide to Creating Content for Your Website, to learn more about building a content marketing strategy for your business.
Optimizing Blog Content
The first thing you can do to help your content get found on the web is to optimize before publishing it. Following SEO best practices will help you rank higher on the SERPs.
Various tools can help you optimize blog content. SEMRush is a great tool to help with both paid and organic search tactics. Content marketers can put pieces of content into a program that evaluates the readability, makes keyword recommendations, and compares the piece of content to your competitors.
Remember to incorporate keywords but do so in a natural way. Both Google and searchers will notice if a piece of content is stuffed with keywords.
Check out our article Keywords 101: How Many Keywords to Target Per Page to help you reach the perfect number of keyword occurrences to get you ranking on the first page of SERPs.
Yoast is another tool we use to help optimize blog content. This SEO plugin can be added to any WordPress site, and you can use it to ensure your metadata is optimized. Other things you should consider include the URL and URL structure, image sizes and alt text, headers, and numbered lists.
Sharing Your Content
Once you execute your content strategy and publish blogs or articles on your website, you will need to create a plan that ensures members of your target audience see it, open it, and, hopefully, read it. Here are five ways to share your content across the web.
1. Share Content on Social Media
The easiest and least expensive way to share your content is to post it on social media for your followers to see. They may repost it or share it with their friends and followers, which will help you gain brand awareness. If your business has a Facebook or LinkedIn group, you can also share content here, as well.
Brands should consider the most effective places to share their content. The best platform will depend on your business model, industry, and target audience. If you are a business-to-consumer company that provides HVAC or plumbing services, Facebook is likely the best option for sharing content. If you are in the wedding industry, Instagram and Pinterest are where your target audience will be.
For those in the business-to-business space, LinkedIn will be your primary platform—although Twitter may be an option, as well. While it may seem beneficial to share blog content on Instagram or Facebook, your target audience will rarely be thinking about business decisions while scrolling these platforms. Instead, when they are on LinkedIn, your audience is already thinking about the industry or how they can make a connection that enhances their career.
2. Sponsor Content on Social Media
Simply posting content on social media helps you share your content, especially to those with who you are already connected. However, sponsoring or boosting this content allows you to reach more people in your target audience.
Sponsoring content on LinkedIn is an effective way for B2B companies to reach their target audience. Whether you are in advertising, engineering, recruiting, or finance, LinkedIn is a great way to promote the content you publish on your website.
LinkedIn lets you create an audience based on criteria that describes your ideal customer’s professional attributes. Examples include their company, industry, role, and seniority level.
For B2B companies, 80 percent of social media lead generations occur on LinkedIn. This makes sense. However, we must use it to our advantage. One way is to build brand awareness and introduce your company to prospective clients or buyers through promoting content.
LinkedIn continues to update its Campaign Manager platform, which can make it tricky to use at times. However, it helps to have a team member dedicated to understanding the tricky advertising platform. Content can be promoted through native ads that link straight to your website and allow the user to read or watch your piece of content.
Facebook allows organizational pages to boost content. When you share your most recent blog on Facebook, you can increase the number of people who see your post by sponsoring it. Like LinkedIn, you can create target audiences based on the characteristics of your ideal customer.
Many people still go on Facebook daily, which means, depending on your target audience, you will probably be able to reach a lot of people. Facebook is an effective advertising platform for building brand awareness and sending traffic to your website.
Before sponsoring content on Facebook, however, you should carefully consider who your ideal consumer is and what actions you would want them to take when seeing your content on Facebook. Business-to-consumer offerings will see a lot of success on Facebook, especially if your target audience are millennials or older. If your product or services are for homeowners, parents, or Baby Boomers, Facebook will be a great platform for sponsoring your content.
Pinterest is a combination of a social media platform, search engine, and planning tool. Users turn to Pinterest for recipes, crafts, decorating ideas, and so much more. While the platform continues to be dominated by women, 40 percent of new signups are men.
Many brands and businesses are successful in sponsoring content on Pinterest. Here are a few examples of categories that should consider promoting content on this platform:
- Home improvement
- Decoration and interior design
- Clothing boutiques
- Wedding planners, vendors, and venues
- Craft stores
- Educational resources
- Kitchen supplies
Pinterest ads will show up alongside other images in a user’s search results. To make your content stand out, you will need to include high-quality images that grab a user’s attention.
Instagram is a popular social media network, especially among younger generations. Therefore, you should think about spending your ad dollars on Instagram if you are a B2C company targeting millennials or Generation Z.
When many Instagram ads are simple videos or photos, others link to educational, informational, or entertaining content. If you decide to create an Instagram ad, you will want to make sure the content is visually appealing. Video also performs very well on this social platform.
Although not all industries can find success on Twitter, certain industries like entertainment, news, politics, and technology can all turn to Twitter to spend their ad dollars. Twitter offers unique ad targeting features that you can’t find on other social media advertising platforms. One of the main benefits to advertising on Twitter is that you only pay for promoted tweets when you reach your marketing objective, whatever that may be. All other actions are free, which means you can still get your company seen without paying for every impression or engagement.
Keyword targeting is also an option when advertising in Twitter, meaning that you can target people who have used or interacted with other tweets containing specific words or hashtags.
Another unique feature that you might not realize Twitter offers is engagement targeting. You can not only target people who have seen your previous tweets, but you can target those who have specifically engaged with your past tweets.
Finally, Twitter offers advertising at an unbeatable rate. Many ads will see a cost per click rate of just a few cents. On LinkedIn and Facebook, you easily could be paying more than a dollar per click.
3. Run Native Ad Campaigns
While native ad campaigns can be run through social media, they can also be executed through programmatic platforms. You can run ad campaigns that sponsor your content on various publications and websites across the web. Our programmatic team uses Choozle to manage our clients’ native ad campaigns.
Native ads can be successful for both B2B and B2C organizations. These campaigns allow you to share content on sites that your target audience will be browsing. Like other platforms, you can build target audiences based on the characteristics of your key audiences. Sponsoring educational or informational content provides value to your target audience, which is a great way to build trust and brand awareness.
4. Reach Out to Industry Publications
Off-page SEO incorporates a variety of tactics, and one of these is publication outreach. Old SEO practices involved increasing the number of backlinks to your website. However, today, it is much more important to have high-quality links before focusing on the number. Publication outreach is the practice of guest posting on industry publications both to build brand awareness and to acquire a backlink to your site.
Publication outreach requires a long-term strategy. You will need to cultivate relationships with the editors at industry publications and provide high-quality content that they will want to link to or put on their own websites. You may also need someone or several people in your organization to take authorship of these posts, whether they write the article themselves or have a ghostwriter produce the article on their behalf. In a sense, these individuals act as brand ambassadors and industry experts.
5. Email Marketing
The last tactic you can use to share your web content is emailing articles directly to your subscribers. Sending out blog content links to your email list is a great way to drive traffic and get your target audience to your article. Investing in a customer relationship management (CRM) system will allow you to share new products or services, deals, and company updates with your loyal customers. CRM systems will also allow you to email your customers to share new content that could be valuable to them.
When it comes to email marketing, following best practices is crucial to the success of this tactic. One misconception is that the bigger your email list, the better. However, like backlinks, email marketing is all about quality over quantity. If too many people on your email list are not opening your email, it can be marked as spam. If this occurs too often, you can become blacklisted, which means Google and other email providers block your emails from getting through to your audience.
At Rank Fuse Digital Marketing, our content team can help you with every step of the content marketing process. Please contact us today if you have any questions about how content marketing can help you grow your business.