The Perfect Content Marketing Strategy

Celebrate the New Year with the perfect Content Marketing Strategy

Time for you to start going over your checklist and make sure everything is in place for your 2016 marketing strategy.

Online marketers have many options as they create and refine their web content strategy.

Content Marketing Strategy consists of unique keywords and Meta description that enhance ranking of your website on Google Search Engine. Our SEO strategies and content writing experts select unique and relevant keywords for your website. These keywords must also be commonly used by people while searching on Google search engine. We use this type of keywords to provide you better results for your website.

Did you know that Twitter has some distinct communication networks? Well, social media has shown no signs of slowing down and it can be hard to keep up with all of the updates and trends. This infographic illustrates 10 surprising facts about social media that many people will be glad to know.

Content is one of the most important pieces of marketing and sometimes you can hit a roadblock. It’s not easy to come up with great ideas, especially ideas that will grab your audience’s attention and keep it. Here is an infographic that can help you get through the roadblock and on your way to writing great content.

Originally posted by Copyblogger.com, click below to see the full infographic.

In the “olden” days of Social Media (back in 2007) most of the literature encouraged business owners to become personally involved. After all, it was social media. Seminars, webinars and workshops taught people how to use the social sites themselves. Engagement needed to be personal and immediate. This was a new type of marketing that allowed people to interact personally with a company.

However, as sites like Facebook and Twitter grew to the millions and hundreds of millions of users, the “noise” on the sites became overwhelming. In order to reach a target audience, it was necessary not only to post things that would be “liked,” “shared,” and “commented upon,” it was also necessary to post regularly and consistently. Interesting, informational, funny and original content was the currency of this new medium. Third party apps and ads were being developed with steeper learning curves. It became important to have engaging Facebook cover photos and Twitter backgrounds. Many business owners simply did not have the time or talent to keep up. Some of them never really understood the concept of posting anything but advertising messages. Some business owners abandoned their pages altogether.

When it became obvious that social media marketing was here to stay, traditional marketing companies seemed to transform themselves overnight into Social Media Marketing companies, offering to take over the social media campaigns for companies. Many of the newly minted social media marketing companies did not fully grasp the online networking model, and continued to use traditional marketing tactics on the social sites – often with disastrous results. Many companies saw their authenticity and unique “voice” lost.

Today’s true social media marketers understand that there is a delicate balance when it comes to inbound marketing techniques. These professionals stay current on each platform’s rules and norms, have the ability to design cover photos that not only fit in the space, but fit the company’s brand. They understand and use the apps that help clients succeed on social sites. They keep current on what type of content is working on the sites and how to present it. Most importantly, they regularly monitor the site and are quick to notify the client of posts that specifically need the client’s attention (complaints, questions, etc.)

Smart social media marketers also know when a company is best-suited to handle their own pages. Owners of very small businesses, who have more time than money, can be taught to become active and successful on social sites themselves. They may need help designing and setting up the sites, and guidance on content, but they don’t need to pay high prices to a marketing company to post content and monitor the site. However, once a business is successful enough to keep the owner busy, hiring a dedicated and knowledgeable social media management company can be a very smart move – one that will pay for itself in social currency and real revenue.

Why Infographics Are Not Enough For Successful Global Content Marketing

No one can deny the rapid rise in the popularity of infographics. No wonder, since they are graphically attractive, they solve user problems of information overload and they make great webpages. Oh, and then there’s that point about infographics being great for link building too!

Personally, I love looking at infographics − they make life bearable to those of us who would dearly like to win back time. But are they really the right solution for global content marketing strategies?

It’;s true, your average infographic can be translated to communicate the same information to speakers of different languages − although you should never forget that when translated, different languages have different lengths and this needs to be considered right from conception.

Is Widening The Concept Of Infographic Necessary?

In my view, the concept of “infographic” needs to be widened − and we need to retrace our steps on what content marketing is all about.

Let’s remind ourselves that our chief obligation is to liberally give away information which will make our target audience feel that we (or our clients) are genuinely the authority on the subject we’re interested in.

Here’s a definition based on my own experience:

“Global content marketing means sharing relevant knowledge with people in a target audience through the language they speak, the information channels they prefer, the trust anchors they believe in and shaped in a way they respect, to win their confidence in the author’s credibility.”

Of course, in many cases the author will be the brand and the communication channel will be a web page, and we also must remember that as search engines evolve, the importance of the quality of the content delivered by websites can only grow.

A Framework For Success In Global Content Marketing

A Framework For Success In Global Content Marketing

As the above chart shows, there are some key factors to consider before fleshing out a content strategy. Firstly, the appropriate method of delivering content may be hugely affected by the languages involved in the targeting. A particularly important factor to note is whether or not the speakers we aim to reach will all be mother-tongue speakers of the language or second-language speakers.

So, let’s consider a particular scenario. Let’s imagine we were launching a product which was to be sold right through Europe and the European Union with all countries launching at roughly the same time.

This creates a situation where speakers of many different − but relatively similar languages − will be viewing the content at a similar time. In addition, many speakers of languages other than the target language will come across the content.

What Should Our Conclusion Be For This Scenario?

A graphical approach may be the most appropriate. However, if the target audience was located in a much more diverse range of locations − such as Asia and Europe combined, the conclusion may be different.

Think Channels In Global Content Marketing

Think Channels In Global Content Marketing

At the beginning, I commented that infographics were simply not enough to rule the world in terms of effective authority. I believe we need to define the additional information sources listed below to complete the picture − and there may be more. Feel free to suggest these in comments!

  • Infographic
  • Infopage
  • Infowidget
  • Infoapp

You might at this point think I’ve lost the plot! But let me explain. Infographics already has a tight definition, but what exactly is an “Infopage”? You could argue that every page is an “Infopage” but my point here is that to deliver credible content to some people you will need to deliver information in a textual rather than a graphical format.

I’d also like to add that, unlike a typical “landing page,” an “infopage” has a sticky quality which brings people back rather than generating a direct and easily measurable conversion.

In other words, the measurement of success might be a high bounce rate − but a high level of returning visitors!

Some Cultures & Professions Really Do Like To Read Text!

There are also some cultures which would expect a “busy” page of both text and graphics and would consider a cheesy infographic to be less than authoritative.

For instance, if this is an economic discussion site, a scientific papers or a “how to write novels” website, your audience is likely to be looking for more text and less graphic − noting that in most situations even a text information page will contain some graphics. Meanwhile, if it was to be targeting Korea, there would be a greater expectation of a busy page with mixed text and graphics.

“FAQ” pages, which by the way are extremely popular with users, are a very good example of infopages in this context! Why, oh why, oh why, do we not learn from the success of our FAQ pages and repeat it when there is so much evidence that Q&A sites, such as Quora, are so hugely successful?

Credibility, Crediblity, Crediblity… Even On The Move

Just as important is the fact that if we are to achieve full credibility for our information brand, we need to deliver that information to users who prefer to access in a mobile or “disconnected” environment.

This could be because the target audience was based in a location where mobile content was easier to get hold of − or because the target users needed access to information when they were out and about. This would apply, for instance, to construction staff or people anywhere.

For me, an infowidget is simply a widget added to content which provides some additional functionality which “proves” beyond all doubt that our author or brand really does know what he’s talking about. After all, that is what we’re trying to achieve.

There have been many contributors which have offered a diverse range of ideas, tools, and guiding principles on how best to handle web content, including tips on how to achieve better conversions.

Here are some of the best practices that they’ve shared:

1. Use templates to save time and effort

For your content strategy for the Web, you can save time and stay organized by taking advantage of a suite of invaluable templates.

You’ll find everything from a content mapping template to a social media conversation calendars. In addition, the post references additional tools recommended by contributors, including a content questionnaire and a template to track keywords.

2. Manage the process by breaking it into steps

Managing a web content strategy requires a wide range of skills and processes, not to mention considerable ongoing efforts. But it’s easier to stay on task if you start by defining goals and following some effective, established best practices. The five Phases for streamlining the process, providing relevant deliverables and advice for each:

  • Phase 1: Research Overview
  • Phase II: Analysis Overview
  • Phase III: Strategy and Design
  • Phase IV: Content Creation and Testing
  • Phase V: Maintenance

For example, we recommend existing content and competitive analysis reports. We also believes a readiness report is worthwhile. It’s described this way:

The readiness analysis is an optional spreadsheet for a smaller project, but it is a necessity for larger ones. This document evaluates the readiness of a content strategist, a team or a company for conducting the project successfully. This document should look at the three Rs: resource readiness, process readiness, and technology readiness.

3. Try a creative approach

The web content you produce can be presented in many different formats.

Businesses need to decide whether a non-traditional or humorous approach makes sense for their web content strategy. Marketers should ask questions like, “What style will best represent your business?

With your web content strategy, you need to be mindful of how far you push out the content because of a number of opportunities throughout the web, including social channels.

4. Avoid overextending your reach

Acknowledge the pressure to extend the reach of your business.

In the current culture of “share everywhere,” it’s essential that companies start to take a more holistic approach when deciding what, when, where, and how to connect with various stakeholders across the social web. Four key content imperatives:

  1. Create a holistic system that allows you to communicate with stakeholders across a number of social channels, drive conversation, and influence customers.
  2. Engage with more customers through a wider online presence by allowing more people to contribute content throughout your organization. Be sure to remove any technology or process roadblocks that inhibit the expansion of your contributor pool.
  3. Don’t view your corporate sites as “the central point of engagement.” Instead, look to the edge of your network while delivering fresh, compelling and timely content that engages users and keeps visitors returning to your site.
  4. Listen to your target audience members and their online conversations. Build your web content strategy based on the insights that you gain. To complete the cycle, constantly test new ideas, and dump what doesn’t work while further optimizing what is working.

If you’d like to hear some additional voices chime in on the topic of content strategy for the Web, search out some additional articles. How do you effectively manage your website strategy? Please share what’s been working for you.

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