Content has always been and will forever be the king in the digital world. Hence, over 70% of businesses invest in building content marketing strategies. It is now a crucial aspect of modern marketing that focuses on organic growth and builds conversions.
Blog posts, emails, videos, and infographics are different forms of content about which your marketing strategy usually revolves. However, the going is getting tough from millions of websites competing hard to rank on SERPs. Search engines only demand authentic, crisp, and straightforward information catering to what the consumers want. And this is where having foolproof content strategies can come in handy.
Why Focus on Content Marketing Strategies?
Modern consumers no longer judge a business through their product quality alone. It is valuable information and a comfortable user experience that differentiates an organization. Hence, implementing powerful content marketing strategies can deliver what your customer exactly wants. If done the right way, it can:
- Bring people to your business
Promote brand awareness
Enhance customer journeys, and
Build better consumer relationships
It is not as easy as it sounds to have a full-fledged content strategy. Content marketing trends are changing too often, making it very challenging for businesses. So, it is best to swing along with the trending tides.
Content Marketing Strategies to Boost Traffic
People are consuming plenty of information through all forms of media. From blogs and emails to videos and podcasts, businesses have the opportunity to meet and serve their target audience at every communication source at their disposal. So, whether you are new to the game or an old player, the strategies mentioned below are of immense help to upgrade your content marketing strategies.
1. Content Optimization for Voice Search
The dimension of search trends is gradually shifting from text to voice. The popularity of Alexa, Cortana, Google Home, and Siri is a clear indicator for the best SEO marketers to direct their tactics towards voice search optimization.
As per recent studies, around 65% of people use voice search enabled devices at least once a day. Unlike written searches, voice searches have a few distinct features:
- Search inputs are usually longer than text.
Most queries are FAQ-based and involve what, where, when, how, who, and why.
Voice searches are widely performed on smartphones.
Localized content works best with voice search results.
Keeping the above factors in mind, you can optimize content in the following ways:
- Pick up targeted ‘question keywords,’ also known as conversational keywords, and create content answering those queries.
Break the blog page into multiple short, meaningful paragraphs with proper subheadings and answers in bullet points.
Ensure including a separate FAQ section that covers most user-generated longtail keywords.
Ensure mobile-friendly content navigation on websites, as over 55% of consumers voice search through mobile phones.
Get help from professional content writers and create targeted local content that serves the users’ queries precisely and concisely.
2. Focus on Video Content
Blogs and emails will always have their prominent place in marketing. The increase in demand for video content is taking a tremendous turn, where 9 out of 10 customers desire to watch more videos from brands and businesses about their products. With so much hype on video content, it will be worth a move to invest in making a solid video creation strategy.
Here are a few ways:
- Ensure having short, crisp, and entertaining storylines alluring the target audience towards your product or service.
Video SEO is equally important as blog SEO. Make sure to have catchy video titles, keyword-centered descriptions, proper hashtags, and internal links to level up your visibility chances.
Address user queries through videos with precise information and includes call-to-action phrases cleverly.
Spread your video availability on the website, YouTube, and other social media channels. Interact with consumers and respond to comments.
3. Personalization Works Wonders
Personalized emails, pop-up messages, welcome notes, abandoned cart notifications, shortlist recommendations are great ways of building a great relationship with customers. Personalization is a great tool to make users feel more connected to the brand. It creates a sense of appreciation in the consumers and helps them authenticate your business.
Content creation at a very personal level is the best way to entice consumer attention in a world of businesses competing across the market. Special birthday wishes, email notifications for early bird discounts, and personalized promotional invitations will only add more value to your business in the users’ eyes.
But how do you achieve personalization? Get to know your consumer persona in detail. Conduct surveys, engage with them on various platforms and implement email list segmentation to identify the different qualities of your target customers.
4. Implement Strong SEO and Use Emotional Keywords
SEO is an integral part of content marketing that will never grow old. Having SEO-rich content will naturally bring better visibility, rankings, and conversions. Make sure to include the following crucial factors in your strategy:
- Use Google Trends to understand what your target audiences are searching for and create content to serve their requests.
Ensure SEO-focused headlines, meta tags, subheadings, image captions, descriptions, and internal and external link building strategies.
Repurpose your previously published content to enhance reach.
Try creating sourced content, i.e., collect informative insights from various sources around a trending topic and club everything as a helpful guide.
Besides, implementing ’emotional keywords’ is an easy way to upgrade your content strategy. Emotional keywords are targeted to the user’s feelings about their search. Most of the time, consumers feel attracted to content that addresses their pain points and offers solutions to overcome them.
For instance, the article titled ‘5 ways to improve your sales quickly’ results in a hit by searchers who are desperate to find strategies that will serve their purpose. Thus, appropriate usage of keywords to nudge the emotions of your target audience is an excellent technique to bring conversions.
5. Use ABM Integrated Content Strategy
Content strategies are proving to work wonders when integrated with Account-Based Marketing (ABM). ABM works opposite to the generalized marketing funnel and focuses on special targeted accounts that bring in the highest revenue for a business. Implementing ABM while creating content enables you to have specialized information rather than generic posts targeting all over the place.
ABM’s integrated strategy aims to reach consumers who bring value to the business. It helps in curating customized, personalized, and high-quality content that builds strong consumer relationships in the long run.
The Crux of It All
The speed at which users consume information on the internet is directly proportional to the change in content marketing trends. Marketers need to be vigilant of the transformations and keep updating their strategies to stay ahead of the competition.
Sticking to only emails and blogs will lead you nowhere. Work towards creating engaging video content, infographics, podcasts, and all content forms that consumers demand. User-generated content will give the best results, better conversions, and massive organic growth.