The Importance of an Effective Content Strategy within Your Digital Marketing Campaign
Content builds trust between brands and consumers. The content you create tells a story about your company and helps to establish you as a leader in your field. Any amount of small research will tell you content is an extremely important part of any marketing campaign.
The content you create is the basis of any of these campaigns and determines how your company is viewed by potential clients. Many companies realize content is important; however, most fail at creating a content strategy that will benefit those campaigns. Read on to learn more about some of the crucial elements which should be a part your Content Marketing Strategy.
Developing a defined content strategy is vital to the success of your campaign. Can you just set out to write a blog on a topic of your choice and achieve great success from that one blog? In most cases, you cannot. To achieve optimal results, you need to have a strategy defined regarding that blog topic, how it ties into social media, your search engine optimization efforts, keyword strategy, etc.
Along with have a defined content strategy, it is incredibly important to have someone who is able to oversee your content strategy to make sure all the content produced meets the overall goals of the campaign.
Content affects search algorithms
In an effort to improve user searches, the search engines make changes to their algorithms indicating what they want to see in content. For instance, the Google algorithm update known as Panda uses content quality as a key metric for how sites rank. Your content needs to be concise, yet long enough to give a full in-depth review of your topic. Google’s Hummingbird algorithm, released in August of 2013, put an emphasis on search results coming up much in the same way that we naturally speak, as a result your content writing is going to be forced to adjust to these conversational searches.
Mobile content marketing
Mobile users are looking for “in the moment searches” so determining what type of content fits this criteria should be a big part of your content strategy. This is commonly known as having a mobile first thought process. Mobile users are typically looking to convert quickly and your mobile content should be tailored with that in mind. In addition, your website and email campaigns need to be fully responsive to mobile devices so your content is easily viewed through any platform.
Knowing your audience is as key as the content you are writing, and analyzing your audience’s mobile habits help to create useful content for your mobile users. You want to know the answers to the following questions before you begin your mobile content strategy.
- How many people are accessing your site via mobile?
- How long are they staying on the site?
- What method of content are they coming from (social, newsletters, blogs, search results, etc.)
- What content are they reading? Is it topic based or format based (blog, social posts, newsletter, etc.)
Last, but not least, are the importance of a well written headline. Even the best content will not get read unless you have an engaging headline. Dynamic, engaging headlines that show in a few characters what the content is about will increase your chances of the content being read.
Need help with designing and implementing your Content Marketing Strategy? NewtekOne’s team of experienced Digital Marketing experts can help you, call today at 866-820-8910