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A successful content marketing campaign is difficult to create if a proper strategy was never implemented beforehand. According to Forbes, only 37% of B2B marketers have established a content marketing strategy. Here are 3 easy steps to help your company build a strong content marketing strategy.
1. Locate your best content and review previous work
It’s important to be critical of your work and pay attention to how well it is performing, and the people who are viewing it. See which content is working most effectively and how often you publish content from a specific topic. It isn’t necessary to invest time and money into every type of content; focus in key areas that are attracting attention.
You can make a list of the content your company most often excels in, such as…
- Informative articles
- How-to articles
2. Rework your buyer personas
Your buyer personas may not stay the same; if their wants and needs change, you need to be sure your content corresponds with this change. Consider your buyer’s lifestyle and values and be sure to show your audience that your content is still relevant to them. To create a network of connected content, include links within your writing that can lead readers to related content on your site.
3. Build a strong content analytics system
It’s not uncommon to feel confused about what you should be measuring; generating data for the sake of providing numbers isn’t a helpful option. Focus on what will give your company the best results, instead of just broad analytics. List the key areas your site can improve upon, whether it be page views, click through rates, or the average time spent on a single page. Consider how your marketing team works to support sales; in a similar manner, your content marketing should work toward supporting your company goals.
The road to a strong content marketing campaign starts with building an effective strategy. If your company is looking for more ways to strengthen their content marketing, download thinkdm2’s ebook today.