Content is everywhere. It’s probably at the forefront of every strategy in any discipline, but when it’s relevance takes the prize when it comes to marketing. Did you know that the content marketing industry was estimated to cross $300 billion in revenue by the end of 2019? What’s more is that 86% of B2C companies and 91% of B2B companies use content marketing as a part of their marketing strategy.

But what really is Content Marketing Strategy?

It’s basically management of any tangible media that you create or own and it forms a section of marketing plan because it demonstrates our expertise in your field. There are different forms of content and different channels that you can publish them to such as websites and blogs, or social media. The 5 most popular tools of content marketing are: 1) Blog Posts: They’re one of the highest ranked when it comes to visitor attraction because they provide valuable content that usually finds a solution to something they’re looking for. 2) E-books: Usually used as lead-generation tools, they’re shared with potential customers based on their contact information. They’re more detailed and often contain CTA’s in order to get the user’s contact information. 3) Infographics: They visualize data in a compelling way by making it clear and easy to understands what the data is talking about 4) Videos: Engaging, shareable and easily accessible, videos are bigger on investment. However, they are 40X more likely to ger shared on social media and as a result, used widely. 5) Social Media: An area that has come up recently, this is where you put up content in newer formats for social networks. It’s pivotal to amplifying your brand’s reach, and includes networks such as: • Facebook • Instagram • twitter • LinkedIn • Pinterest • YouTube So, when everyone is employing the same thing to land more clients, sales and thus, revenue, how can you make sure that you content marketing strategy stands out?


1) Formulate Buyer Persona

If you want to make sure that you content reaches the right places, seen, heard and appreciated- you have to start at the very beginning- by defining the ‘right place’. This is the part that target audience places in your content marketing strategy and is also known as your buyer persona.
buyer persona
  This means that you have to segment your audience according to product need. This is because people exist at different stages in the buying cycle and the same content won’t appeal to all of those people at the same time. For example, if you’re creating content through retargeted ads etc. for users who are already well-versed with your dynamic, you can’t assume that the same retargeted ad can appeal to first-time visitors of your brand. This is why you should chalk out an ideal profile of one segment of your audience- by doing so you can create content that is relevant to that segment and attain accuracy in that aspect.  

2) Audit your content

Reviewing you content is one of the most important things that you will do as a content marketer. It will help you to keep a tab on your efforts and results and understanding what you can do differently. If you start out with blog posts, you can also move on to other content pieces, and by constantly adapting you content- you can target the millennials. Millennials, have been estimated to spend almost $1.4 trillion on shopping in 2020 alone. Now you understand why they must form a chunk of your target audience? And doing so, requires adaptative content- which is not only evolving with time, but also across different platforms, such as mobiles, laptops and other devices.  

3) Use the Hedgehog Content Model

Keeping aside the name of this model, it basically means to start small- which is exactly where you may be right now. The key is to be consistent with your content marketing strategy. You should do this by keeping smaller timebound goals which is beneficial in the sense that regardless of having lesser visitors, you can create extremely high quality content which is going to be shared across social media channels. Creating high quality content, that also on a regular basis is not is not easy. You can focus on timely topics and certain niche areas that may appeal to your audience – but beyond publishing your content- you should also keep a check on organizing it.  

4) Run A/B Tests Often

A/B tests are basically a form of user research methodology where one experiments with one or more variants of a page to note which one performs better with conversion as a goal.
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  This means that every time you run a A/B test, you can actually increase your conversion rate since you’ll be more privy to which combinations and tactics are driving more traffic to your page. You can similarly, extend this split test to your content marketing strategy. The main focus is have users convert, not just land on your page- this is why A/B testing will send more targeting buyers to your product pages. Statistically speaking, there are roughly 5.20 billion unique mobile phone users in the world today. It’s about time we also took a look at mobile testing. A/B split tests can’t only be run on desktop users.  

5) Keep true to your core values

This brings us back to the point of authenticity. When you create content that is in line with your ideals and matching of your persona, not only does it become more believable but also becomes more relatable. Fundamentally, content is all about connecting to your target audience. Apart from attractive information on your brand, you can let people in on your personal core values and surround your content with those values. For example, if being thorough is a an aspect of your personality, then apart from your content shining through on that front, even your visitors would believe that your brand and product offering and thus, your content, reflect the same values. Hence, you should take time to articulate your values in writing- which is something that must originate from your core beliefs. Storytelling is one such method by which you can achieve this. Sharing stories through your personal experience, knowledge and opinions comes through on your marketing effort and feels seamless and authentic when it’s projected out to your readers.  

6) Get Local

Despite this being something that most content marketers believe, it isn’t always the best thing to impress the international audience. If it’s any indication, almost 97% of consumers use their online search for local products and services. That is where the demand is at, and where you should keep your main focus when creating content. You can also optimize your keyword using your location since majority of web searches for a product or service are followed by the name of location- which leads them directly to the company’s contact information or location of office. The next time you draft your keywords, you should include keywords used by customers in your locality. For example, if you own a bakery, it is not just important to mention that- it’s equally important to mention in your keywords, “bakery in London” rather than only “bakery”.  

7) Competitor Analysis

Until now you’ve been so focused on your own content strategy. But as I mentioned before, content marketing is used by almost all business to spring their brand forward. Why is why, it just isn’t an option to check up on what your competitors are doing, it’s practically a requirement. Competitor analysis is an integral part of marketing success because it helps you understand what they are doing better, and at the same time- what you are doing better than them, which has an important implication for when identifying your USP as a brand as well. How can you figure out what your competitors are doing? Gone are the days when physical spaces governed the majority competition in the market- now, it’s all about going virtual. To understand just how their content marketing strategy is panning out you can make a note of how many quality links they have, their speed and search performance.  

8) Use Emotions to drive your content

A loyal audience and site traffic requires you to pre-sell your content and product- you have to create the hype for it. When you drive the emotion behind some incoming content, it allows your target audience to feel that surge of excitement for your content. ‘Behind the Scenes’ is one such tactic that can be employed and is extremely popular in video marketing- because it creates a sneak peek which drives the audience towards curiosity. Another way is use emotional keywords- magnetic headlines often target the emotion felt behind why your audience wants to read your content. For example, if your product offering is an online organizer, and you are creating content about it, you can create headlines such as, ‘Organize with ease’ or ‘Make organizing a fun thing!’ When you target the feeling that your content is supposed to produce, you’re automatically attracting more people towards it.   Content marketing strategies are often something that most businesses overlook despite employing them in their marketing strategy at a daily basis. This is where you can take advantage of the situation and gain speed to grow your business further by doing the smart work in relation to your content.