Content marketing is the backbone of any digital marketing strategy. Used well, content marketing is cheap, effective and engages your customers in a way that no other marketing can. However, getting it right can take a lot of work. In today’s article, I look at five ways to make sure that you are putting your effort into the right areas and making content that will meet the goals of your business.

1) Write with passion

If you’re creating content for your own business, this should hopefully be an easy thing to achieve, but it’s worth saying all the same. The first and most important thing when putting together content marketing is for you to have a genuine passion for what you are writing about. The aim of content marketing is to create material that will draw your customer’s attention. If what you are writing is flat and uninspired, or if you are trying to fake an interest, your readers will know it. Make sure that you care about the topics you are covering, and you’ll be well on the way to creating content your readers will care about too.

2) Write with a goal

Always remember that content marketing needs a specific purpose. While it’s important that your readers will be interested in what you’re saying, you also need to bear in mind exactly what you are trying to get your reader to do with each piece, whether that be to sign up to an email, to engage with your website or to buy a product. Keep your intended goal in mind as you create a piece of content, and make sure that your content is leading the customer towards that goal.

3) Use analytics

If you follow this blog regularly, you’ll notice this is a piece of advice that I’ve given again and again, and it’s worth repeating. Pay attention to your analytics. You need to be sure that the content you create is resonating with your audience, and you need to know which pieces you have created are getting the most attention. Using your analytics will show you what your best performing content is, which means you’ll know what works for your audience and what doesn’t.

4) Master research

The internet is a treasure trove of information that can be used to inspire and provide material for content. If you’re not already great at research, take the time to try to improve your skill in the area. Ideally, you should be able to look through the data available to identify trends in your industry, analyse market data, identify new opportunities and generate new content to take advantage of them.

5) Make use of marketing automation

As I said at the beginning of this article, content creation can take a lot of work. Marketing automation takes some of that work off your shoulders, not just scheduling content for your website but also letting you set up email and content flows that will automatically send your leads the content to nurture them from their first interest to becoming a potential client, saving you time and energy.

If you want to build a better content marketing strategy for your business, John Rowbottom Design and Marketing can help. Visit us online at jrdm.com.au to find out what we can do for you.

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