content marketing strategy

In 2015, content will continue to spread its dominance over the world of SEO and internet marketing as a whole. We’re seeing more and more brands make the push for becoming more than just a website, but establish a knowledge base around their brand to extend their authority across the web.

Big brands are not alone in their push for more creative content. In fact, small businesses, local shops and more stand to make the biggest splash in the SEO industry if they can continue to create useful, quality content on their website.

Shifting from Big Data Analysis to Even Bigger Content Creation

Long gone are the days of what AdWeek calls, “tech mania.” In one of their newest articles, AdWeek addresses the need for businesses to dive in and make the shift from big data analysis to content creation. “The most successful companies will be those whose superior content draws consumers routinely and repeatedly.”

As consumers, we are naturally drawn towards successful storytellers. We don’t just want quality products, but rather we want quality products that are backed by a high profile expert.  Giving your brand a more human, relatable identity will not only help keep your existing customers happy, but also drive new business to your website!

Nearly half of all businesses and companies have a content marketing strategy in place, and 70% of B2B marketers are creating more content than they did one year ago. Getting started on your content strategy as soon as possible is the best way to avoid getting left behind the competition.

Crafting a Successful Content Campaign

If you have yet to take advantage of the value that high-quality content can provide for your site, or are looking for ways to revamp your content strategy in 2015, then you’re in luck! Our content team at Eyeflow has spent the past few months scouring the deep reaches of the web for all the latest and greatest content marketing strategies that can help kick your business into high gear in the new year!

1. Listen to Your Audiences’ Needs

The first step in creating a successful content campaign around your brand is to listen and respond to what your target audience is saying. By paying close attention, you can better cater to the demand of your customer’s and create content that helps to drive web traffic to your site and increase your sales conversions!

Three of the biggest tools you can use to help you find your next story to share are Google, Reddit and AllTop. Creating content around what is popular at the time, and paying close attention to the biggest trending topics in your industry will help you find the latest and greatest news on the web and help you build your content topics around what’s hot right now!

Another way to make sure you are capturing your audience’s interests is to follow along on their conversations using social listening tools. Listening to what your audience is saying, and responding to their needs is the best way to extend the reach of your brand’s content. Tools like Hootsuite, TweetReach and Social Mention go above and beyond simply listening, but gather key information that you can use to help drive the message behind your content strategy.

2. Show, Don’t Tell

80 remember seeThe best storytellers know that content should be approached in a way that shows a reader the information rather than just telling them. Giving your content some visual flair is one of the best ways to not only increase your readership, but also keep your audience engaged with the topic at hand.

One of the biggest visual assets entering 2015 is the rise of video usage. YouTube has become the second-largest search engine in the world, and videos can easily be shared across all major social networks. In fact, last year alone saw a 3.6 times increase over the amount of branded videos shared on Facebook Newsfeeds.

Giving your content a visual element can be as easy as adding images to your blog posts, and even just one image can double the amount of social shares your content receives. However, you must make sure that your content stands out. Over 72 hours of new video are uploaded to YouTube every minute, and over 2 million pieces of content are shared on Facebook. The key to content success is to give your content  a some sort of visual flair. Remember, only 20% of people remember what they read, but 80% remember what they see.

3. Make it Unique

As mentioned above, one of the downfalls that many content marketers come across is that their content seems to get lost in the shuffle and fall into the depths of the internet without ever being seen or heard. More often than not, brands create poor content that simply just adds ‘noise’ to search engine results.

Thinking of yourself as a storyteller rather than a blogger will help you create more relatable content and create a more authentic connection with your audience. Your readers crave new, unique and original content rather than hearing a recycled message over and over again, so make sure to give them what they want.

Your content should provide something new for your audience to digest that adds to the conversation, helping to assert your brand as a leader, rather than a follower. Best of all, Google will reward your site for going above and beyond the norm to create a unique, high-quality piece of content.

4. Give them something of value!

One of the easiest ways to help you create unique content that compels an audience to take action is to provide them with something of value. Including a how-to guide, a downloadable white paper, or any form of actionable advice in your content pieces can help give purpose to your content while simultaneously rewarding the reader for reading your piece.

Giving your audience this extra incentive can help put you content strategy over the top, as interactive content will help increase conversions for your business. Furthermore, making sure your content adds something to the conversation rather than amplifying an existing message will help put your brand front and center.

No matter what, you must make sure that your content entices a reader to interact and participate with your brand. Incentivize your readers to share your content across the web to help establish more “word-of-mouth” around your business and extend your reach to new and diverse customers.

5. Document Your Content Marketing Strategy

One of the biggest obstacles you will face with your content marketing strategy is sticking to your routine. With so much to do surrounding your business’s day-to-day activities, we see many companies push creating content aside in favor of handling different areas of their business.

However, businesses can overcome this obstacle by creating a clear and concise documentation of their content marketing strategy. Having a clear alignment of your content’s goals, and even creating a calendar to align your content with the rest of your marketing strategy can help you stay ahead and build a sense of accountability around your campaign. Studies have shown that the simple act of having a strategy in writing can increase the effectiveness of your campaign.

Once you have a clear content strategy in place, make sure every piece of content you create closely aligns with your documented strategy. Making sure every article has a unique purpose that fits within your overarching strategy will help you develop your brand’s story and identity on the web.

Creating a successful content strategy for your brand is far from an easy task, but having a strategy in place that truly engages your audience will help pay immediate dividends for your company. Without a doubt, the content you produce will be your brand’s most influential marketing tool to generate leads and increase traffic. Make sure you have what it takes to carry on a conversation surrounding your brand with help from the content marketing services from Eyeflow.

At Eyeflow, our content team works around the clock to help drive the conversation on your brand, transforming your website into a knowledge base for customers and industry thought leaders alike.  We create a sustained content marketing strategy that is built on keeping your brand on top of the search engine radar, helping establish meaningful relationships with your users to build industry authority.

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Cory is the Director of Content Development at Eyeflow. He graduated with a degree in Multimedia from Point Park University, where he held focus in print writing and online content. When not at work, Cory spends his time conquering Pittsburgh's hills on his bike, tackling DIY projects and crafting creative recipes.

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