How to Improve Your Content Marketing Strategy for Optimal Results

How can you improve your content marketing strategy for a better return on your investments (ROIs)? 2020 is gone, with the new year well ahead of us. What content marketing tactics have you put in place to help strengthen your content strategy?

While there are hundreds or thousands of content marketing hacks, not all will get your campaign results. But a stable content marketing strategy will help you produce content that:

  • Converts
  • Drives organic traffic
  • Generates targeted leads, and
  • Increases sales (depending on your content marketing goals).

However, in today’s digital marketing space, consumers are more connected to businesses, other people, and places from different locations worldwide. It means that for your content marketing campaign to be effective, you need to understand the three basic principles of effective content marketing.

What are the three principles of content marketing?

The three ethics of content marketing you should understand for an efficient marketing campaign are:

  1. Value: You don’t create content for the sake of it. Your articles must add worth to the reader by addressing a need. He must get something of value from reading our blog posts. Hence, your content should be useful, helpful, and informative.
  2. Choice: Your post materials must be the choice of content that engages your target audience.
  3. Relevance: Your content must be relevant to the reader and connect. It means providing valuable materials to readers by harnessing the power of other digital assets, such as SEO, social media, and content.
content relevance
Source: Slideshare

 

Knowing these ethics enables you to strengthen your existing content marketing strategy or create a durable one.

Why?

Because these elements are the cornerstone of efficient content marketing. But since some marketers are not aware of these principles, they struggle to create or improve their content marketing strategy.

Research reveals that 64% of marketers confirm that their biggest educational challenge is learning how to build a results-driven content marketing strategy.

content management education 2
Source: Graphic by Marketing Charts

 

Thus, if your content marketing strategy is not working, or you’re struggling to create a sustainable content strategy for your marketing campaigns, this article is for you. Although this blog post is for marketers who want to amplify their content strategy, you can also learn a few tips and tricks to develop a workable system.

7 effective ways to strengthen your content marketing strategy

As stated earlier, over 60% of marketers struggle to develop a scalable content marketing strategy. For this, 43% of respondents say their content performance is just okay.

 

content marketing effectiveness 3
Source: Graphic via SEMrush

 

As a result, we assembled seven helpful hacks that enable you to improve your content marketing strategy.

1. Improve your content creation abilities to boost overall success

Did you know? While 64% of marketers say their biggest problem is knowing how to set up a scalable content marketing strategy, 72% of respondents disclose that adjusting their existing content strategy or creating a new one contributes to increased content marketing success.

Interestingly, almost 80% of these marketers disclose that creating high-quality content is the most significant factor in their increased content marketing successes.

 

content marketing success factors 4
Source: Graphic via Content Marketing Institute.

 

Given this, since more businesses are making gains with content production, improving your content creation abilities to produce better blog posts that convert is your ticket to success. Also, examine your content creation plan, make adjustments where necessary, and organize your topic ideas to enhance your content creation processes.

2. Survey your marketing targets to understand their needs

Developing a content marketing strategy without knowing what your target market wants from you is like driving to an unknown destination without a roadmap. The same principle applies to improving your content strategy and not knowing what your buyer personas need.

So before creating content for posting across marketing channels, ask yourself:

  • What are my audience’s needs and wants?
  • What problems are they trying to solve?

Leverage different marketing platforms where your audience is hanging out to gather valuable information to create blogs that get results. You can strike a conversation with your marketing persona on social media sites, ask them via emails, create polls and surveys, and more.

Furthermore, use your blog to learn more about your audience’s needs with a call-to-action at each page’s end. After you collect the details, arrange them according to the user’s needs and according to your buyer personas and their journey. It enables you to establish a map of vital content that addresses their needs and wants.

3. Conduct competitive analysis to boost your content marketing strategy

What is competitor analysis? Competitor or competitive analysis, also known as competitor research, is a marketing approach that lets you examine and pinpoint your competitors and understand their strengths and weaknesses compared to yours. This marketing hack helps you study how to out-perform the competition and maximize your content strategy.

Therefore, conducting competitive analysis is a vital component of your marketing toolbox because it helps you:

  • Know your competitors
  • Understand why your competitors are performing better
  • Know how your audience and potential customers rate the competition
  • Build a system for developing and improving effective, competitive content strategies
  • Define your marketing personas’ needs
  • Build on your competitors’ content marketing strategy to improve yours.

The concept is to know who your competitors are and improve your content marketing strategy to stay ahead of the competition.

4. Develop a content execution system

Why is this step important? Because your target audience and prospective clients are at different stages of their journey. The conversations and polls you had with your audience earlier, as stated in section two, will help you identify maximum content terms that fit into each funnel stage.

It means that consumers will need various types of content to satisfy their needs. Thus, develop a content execution program that shows what kinds of blogs to produce that conform to your audience’s needs. Consequently, your content execution plan lets you reach your business goals while at the same time adding value to your readers.

5. Plan content creation & distribution processes to improve your marketing strategy

In the above section, I mentioned that your customers and potential clients are at different funnel stages. The customer journey has five steps, although some marketers put it at six and seven. The five stages are:

  1. Awareness
  2. Consideration
  3. Decision
  4. Conversion, and
  5. Advocacy

The consumer journey doesn’t stop at the conversion stage because you want them to tell others about your products or services after purchasing. And if they’re satisfied with their purchase, they become brand advocates.

So, before planning your content creation procedures, discern the objective of your material.

Ask yourself;

  • Will the blog content I create match my customers’ journey?
  • Will it move them from one stage of the funnel to another, to the final goals of conversion and advocacy?

In view of this, ensure that the content you produce will support readers at every stage of the funnel. It means that your content should not be a one-size fit all. Instead, you should diversify your marketing content to stimulate appeal and attract more audiences.

Nevertheless, you should identify result-oriented content distribution channels that work for you. These are marketing platforms where your audience regularly consumes content. However, ensure to use the three critical elements of content distribution; owned media, earned media, and paid media. This growth hack enables you to improve your content strategy and build a long-term business relationship with your target market.

6. Produce SEO-friendly blog content

Why should you care about SEO-friendly content? Because search engine traffic out-ranked social media referral traffic. According to a Shareaholic report, based on 2017 data of over 400 million visitors to more than 250,000 websites of various niches, SEO traffic accounted for almost 35% of the total visits.

share of visits 5
Source: Graphic by Shareaholic

 

In contrast, combined referral traffic from social media platforms was about 26% in total. What does this mean for your content marketing campaign? It means that creating SEO-driven content that will increase your visibility on SERPs is crucial to your business success. Moreover, ensure that the blog posts you produce follow the spatial order organization in writing for easy understanding.

Several SEO tools can help you optimize your content for search engines. And if you’re using WordPress, you can start with the Yoast SEO software, SEMrush SEO writing assistant, or Rank Math. These software apps for SEO will make the job easier for you. They make creating SEO-friendly content a breeze.

How?

They crawl your article, highlight optimization blunders, and make suggestions on optimizing your blogs for better ranking. This process helps you boost your content marketing strategy and ROIs.

7. Examine your content marketing performance

Yes, examining your content marketing performance is vital to your overall marketing success. Why? It helps you identify what is working for you, such as content that is performing well based on your objectives. The evaluation procedure lets you see what type of blogs to produce more for your marketing personas and where to make adjustments.

In other words, you will see what content excites your readers and what puts them off, enabling you to create fascinating content your audience and Google will love. Therefore, study user behavior to identify how they interact with your blog posts.

Look at:

  • Unique visitors
  • Time on page
  • Bounce rate
  • Engagement and other essential metrics.

Wrap up

Content marketing continues to evolve with new trends and strategies. So, it is vital to be open to change and adjustments. Apply the content tips above, measure your marketing performance, and make adjustments where needed.

However, it may take time to see positive results, but a durable content marketing strategy will help you accomplish your business goals. Did we forget something? Please, tell us in the comments below!

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5 thoughts on “How to Improve Your Content Marketing Strategy for Optimal Results”

  1. Very insightful article, Moss!

    “Examine your content marketing performance”

    That line really speaks to me because as someone who does content marketing as a profession, it is necessary for us to counter-check if the strategy we’re using is effective. One, because it’s pretty much useless using a strategy that doesn’t work. Two, it’s such a waste of time and energy. So thanks for sharing this article!

    Reply
    • Hi Janet,

      I’m so glad that you like the article, particularly the need to examine your content marketing strategy. It helps you see content gaps and opportunities for better results.
      Thank you so much for coming by and contributing to the discussion.

      Reply
    • Hi Janet! Thanks for the comment. You’re so right. Without measuring the results of your content strategy, you miss out on many opportunities for improvements to help enhance your ROI. Too many businesses produce content just for the sake of producing content. You really need to understand your audience and form a strong vision of whether or not your content is connecting and driving the desired results.

      Reply
  2. Hi Jones,

    Nice to e-meet you here as well. Yes, I agree with your views because without knowing who you’re marketing to or who you want to interact with your content, all your effort will be a waste of time. I’m so happy that you like the article and find it useful to you.
    Thank you for coming by and contributing to the discussion!

    Reply
  3. Moss,

    Glad to see you here! By the way, understanding the target audience’s need and defining our content marketing goals are super-essential. Your ideas are awesome to design a content strategy that helps attaining the goals.

    Reply

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