Content is the backbone of your blog and I am sure I don’t have to stress this point to get it across to you.
And, having a super duper content marketing strategy is an inevitable thing to your business, especially if you have a blog.
Why? Because a blog is comprised of content (duh!). And if you want your blog to act as a marketing tool to help you reach new prospects on a consistent basis, you have to rock with your blog content.
But that doesn’t mean you should just randomly publish blog posts, right?
Waking up one day and publishing a post on “10 ways to do X”, and then a month after that publishing a post on “5 ways to do Y”. Or publishing content everyday just because a highly popular blog in your niche is doing that.
You need a content marketing strategy. And not just a cookie cutter strategy. You need a content marketing strategy that is tailored for your business.
And, in this post I am going to focus precisely on devising a content marketing strategy so you can drive more traffic to your website. Let’s dive right in.
Knowing your readers is the first step to devising your content marketing strategy
The first and the foremost thing is to know your readers. Because your blog contains the content you publish for your readers. If you don’t who your readers are you can’t publish the right kind of stuff.
If you publish random stuff, your content marketing strategy is going to be a fail, for sure. So the first step in devising a successful content marketing strategy that will attract you more targeted traffic is to first identify that traffic.
And this comes down to identifying your goal or the purpose of your blog.
- Do you want to help stay at home moms pack healthy lunch? You now know who your audience is.
- Do you want to help Oracle programmers get smart at their programming? You know your audience.
- Do you want to help entrepreneurs become more productive? You know your audience.
- Do you want to help women? > It might seem to you that you know your audience, but you don’t! You are not precise enough.
When we talk about knowing your audience, it is about getting precise. You have to get very precise to the point where you picture your ideal audience sitting in front of you when you are talking to him/her whenever you publish a piece of content.
If you focus on a wider audience, you won’t be able to satisfy the needs of the reader.
Most bloggers choose a wider audience in hopes of getting a non-stop list of blog post ideas to write for the years to come. They choose a niche and an audience safe enough so they don’t run out of blog content ideas to write about.
While this sounds like a “safe” strategy, having a too wider niche will not only dilute your focus but will also make your content strategy so dilute – so dilute to the point where none of the content you publish benefits the reader.
If you don’t know your readers, you won’t be able to serve them; you won’t be able to achieve what you want with your content marketing efforts – traffic being one of them.
Know what your readers want to drive website traffic
This is the very next step immediately after you identify your target audience. You have to identify what he/she wants.
You have to get precise here too. But you can research in different angles here.
A set of examples will be the following:
- What excites your readers?
- What makes them feel depressed?
- What makes them feel motivated?
- What is their biggest challenge?
- What makes them feel afraid of?
- Why do they hesitate to do “X”
I can go on, but I hope you get the point. You have to put yourselves in the shoes of your ideal reader and think like him/her.
You have to live his/her life and look at things from various perspective.
This way you will be able to identify potential problems, solutions, helpful resources, motivating points, various instructions and so on.
This information will help you devise a highly effective content marketing strategy.
And when you deliver what people want exactly, they will come to your site in bunches. They will spread the word.
People in your niche will find your site to be a “go to” site for a particular topic. You will be looked upon as a resourceful person.
Find your style of publishing
Once you have managed to identify your ideal readers and their problems, it is time to put that information to good use.
As we all know the internet is overloaded with information and getting people to pause and notice you is a great challenge.
Among the sea of other information how are you going to get your content to the attention of your readers? You have to be unique.
I know that sounds like a boring advice from mom. But that’s how it works.
Even though you have incredibly useful content, it is hard to get it to the attention of your readers –
(i) to get it in front of their eyes (promotion) and
(ii) to make them notice it (publishing in style).
Only when these two are done correctly you will be able to get more traffic via the content you create.
Apparently I cannot give advice on how to publish in style – coz if I do, that will be a style that I prefer, or to be precise, my very own style.
Your publishing style or your unique voice is something that you need to identify yourself. Are you good at humour? How about story telling?
Or can you write case studies powerfully? Are you good at tapping on to people’s emotions? Can you communicate in a way to make an impact?
Do you convey your message well in a video, rather than writing a text post?
Some bloggers are good at talking out their ideas rather than putting them in a text format – and if you are good at that, you can get the attention of your readers who prefer to watch a video rather than read text.
Or if you are good (and technically good) to do podcasts, yup, you’ll win the readership of busy people who are willing to listen to your podcasts while they’re commuting or walking on the treadmill.
Or you can do a mix of all. Obviously I wouldn’t advice it – it could be an overkill of sorts; but if you can manage to do it, that will be great.
In order to do a mix of different forms of content, you don’t have to provide variety with each piece of content you publish.
For instance, you don’t need a Powerpoint version of all of your blog posts, and a video that accompanies all of them and an infographic and a podcast – you get the point.
Some content do well as videos, some become good podcasts (especially guest interviews), some can be converted to Powerpoint slides, and certain type of content do well just in the text version.
To know more about having your own content marketing strategy and how to create a mix, and mash content strategy.
If you are worried about technology, don’t be. Find ways to either learn something yourself, or simply outsource it.
You can publish themed, systematic, or sequential content. It is totally up to you – but make sure that both your content and your blog as a whole display your unique voice.
Keep a running list of ideas that address your readers problems – this is handy when you encounter the “so-called”, “non-existent” writer’s block.
Where is my website traffic? In your content marketing strategy…
Obviously it is in your content marketing strategy. If you do useful content marketing and make your content “findable”, you can absolutely rock it with traffic.
As I’ve discussed in this post, it all starts with identifying your target audience and their potential problems/issues/challenges/struggles etc.
In addition to that, you have to publish in style, with your own voice and in an engaging way.
Hope these tips help you find your content marketing strategy that in turn helps you get more blog traffic.