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Content marketing is not a silver bullet. You will find that there are no universally effective strategies for content marketing.
But that doesn’t make your efforts futile. It’s far from the truth. Content marketing is a medium to high-performing strategy for 85 percent of businesses that use it. Understanding and following industry best practices is a big part of the success.
Before we get into the best practices for 2023, let’s take a quick look at some of the foundational principles you should follow, regardless of what year is on your calendar.
Content Marketing: The Basic Principles
Your content marketing strategy will crumble if it is not built on solid foundations.
Understand Your Target Audience
Behind every successful marketing campaign, an expert has carefully studied their target audience. It would help if you didn’t bet on the exceptions, which are usually blind luck.
Knowing your target audience intimately will help you:
Focus on the proper distribution channels
Adjust your style and tone to increase emotional connection
Create content that solves actual problems for your audience
Conversion rates can be increased by focusing on the pain points of customers.
You should also remember that the target audience is not just people who use your products or services. It would help to target a wider audience, including people your customers trust (influencers) and those they must get approval from.
Plan your action and set realistic goals
According to the research in the introduction, 73% of B2B marketing professionals have a written strategy.
This research shows that only 40% of marketers have a strategy. Writing down your marketing strategy is essential because it will be more accountable and is usually too complex for one person to manage.
It isn’t easy to define realistic marketing metrics and goals. You will miss your estimations when you do it for the very first time. Most likely by a significant amount.
Get dirty!
Compare yourself to whom? Your marketing budget will likely be smaller than the top dogs in your niche. Instead of waging war with them, try to beat companies with only one or two weight categories above you.
Second, make sure you outline the steps that will help you reach your goal. It’s an excellent goal to increase organic traffic by 50 percent in 12 months. But don’t stop here. It’s essential to break it down. Determine how many articles you will need to create and how many links you will need to build to reach your goal.
Doing this for all your goals will make you one step ahead of most content marketers.
Learn the basics
Content marketing is a way to generate leads, traffic, and sales by using content in that order.
If you think about it in this way, the only way to succeed is to know how to:
Content Planning (target Audience Research, Keyword Research).
Content production (selecting and producing the correct content type, ensuring that content is consistently well-structured with practical advice).
Content Optimization
Content Promotion and Distribution
It is daunting for businesses not large enough to have an in-house team. Even if you decide to outsource, it is essential to know the basics to ensure the agency you work with spends your money well.
Best Content Marketing Practices
It’s time to discover what content marketing strategies you should implement for your business by 2023.
Create a Keyword-Based Content Strategy
Personal experience has shown that one of the businesses’ most significant mistakes is needing a keyword-based strategy. Creating quality content will suffice. It is not true that ” If you build it, they will come. ”
You need a content plan based on keyword research to convert organic traffic into customers and leads.
Even in B2B industrial niches, we see a severe increase in competition. Content marketing has yet to be successful in the past. There are better ways to approach 2023.
How to add value to your content
Brands are increasingly recognizing the importance of quality content. You can compete with other brands for top SERP spots by providing more value to your audience.
In practice, it can mean many different things:
Make sure long-form pieces are logically organized and include a content table that is easy to use.
Actionable tips, real-life examples, and practical suggestions replace this general advice.
To increase understanding, support complex topics with (info)graphics and animations that include diagrams, steps, and other visual representations.
Experts in the field can be contacted to share their opinions on specific topics.
Add polls, quizzes, and calculators to your content to make it more interactive.
It is not an exhaustive list, but it should get you thinking.
Be Consistent
It’s similar to trying to reach a fitness goal. Consistency is the key.
You should:
Produce and publish consistent content
Have a minimum standard of quality that every piece of content should meet before it is published
Try to maintain a consistent tone and style of voice on all channels
Have set visual brand guidelines for a recognizable style
Feel free to experiment if you are just getting started. You may need to test for a while before you find the right voice for your brand. Once you’ve done that, you will create your brand style guide and stick with it!
Build what you can, and outsource the rest
It is challenging to scale up content production without sacrificing quality. I recommend hiring a content agency to help if you need a marketing department.
This does not mean you should give up all your responsibilities to an agency. You don’t have to give up all control.
We work with businesses with great content writers who deeply understand their subject. In this situation, we assume the role of editor and prepare content briefs. We also review outlines, create custom graphics, and ensure the content adheres to the best on-page search engine optimization practices.
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