Content Marketing and SEO make a great team! There are so many resources available to assist in creating a content marketing strategy.
I believe the first part in a content marketing plan should be auditing all existing content your company has created to date. A lot of teams skip this step, but it is essential for you to move on in even creating your strategy. Enhancing existing content based on your metrics and trends is an area that can boost your SEO faster than creating new content altogether.
I recently took the SEMRush Content Marketing Toolkit Course in the SEMRush Academy. It helped me learn more about the Content Formulation and SEO process when a company wants to engage in content creation and enhancements. It had different areas included in the toolkit:
- Content Audit
- SEO Writing Assistant
- Keyword Magic Tool
- Topic Research
- SEO Content Template
- Brand Monitoring Tool
- Social Media Poster
- Post Tracking Tool
- Marketing Calendar
Content Marketing is different from Social Media Marketing. Content Marketing is about the actual creation and crafting of the content, making it accessible to the right people, and ensuring it is valuable. This content should be consistently created which helps boost the SEO of a website. You want to attract prospects by giving them the information they need to solve their problems. It’s not always about selling your products or services. Social Media Marketing is about reaching as many people as possible and being rather promotional in the copy you write. Products and services are more featured in posts through copy, images, gifs, and videos.
The Essentials of a Documented Content Strategy by CMI and Content Marketing Foundations on LinkedIn Learning guided me towards using key strategies when creating compelling content pieces. This might sound simple but one of the first key steps is identifying your correct audience, what that audiences wants, and how you can serve them. To attract customers, storytelling is important and tying that story to a core message and reason behind it will boost engagement. Even placing human characters into these stories can make it feel more real. There is a plethora of ways that content can be formed into. Written content comes in the form of articles, blog posts, white papers, eBooks, magazines, and case studies. Videos, infographics, images, podcasts and presentations are all forms of visual and audio content. Lastly, there’s interactive content which can be displayed with quizzes, polls, surveys, webinars, and social media posts. Choosing your tone of voice and areas you want to focus on when creating content is definitely a necessary step of the process. The 5 Content Archetypes can help with that, displayed in the infographic to the left. It shows you what consumers are thinking of you. It puts you into categories based on the content you are creating.
A final and reoccurring step in all content marketing strategy plans is to track, track, track! An analyst should be keeping track of all new content created and published, existing content that was enhanced, and any past content live on the site. Metrics should be organized into reports so, the team can review each month and strategize new tactics to implement. SEO is an ongoing process and doesn’t end. The goal is always to stay visible on the search engines and striving to be a valuable content resource for potential and current customers.
Key Elements in Building a Content Strategy by Altimeter
Content Marketing vs Social Media Marketing. Marketing Solved.
How to Explain Content Marketing to Anyone. Content Marketing Institute.