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WHAT YOU MUST DO TO DEVELOP SUCCESSFUL CONTENT MARKETING


Your digital strategy must include useful and interesting content for your target audience, but it is not enough to just produce and publish it.


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The content marketing is the basis of all Inbound Marketing strategy , but not just to write text or design infographics haphazardly.


Successful content marketing begins with developing a carefully crafted plan that considers several factors, including:



  • Your target audience

  • Your goals (attract, retain, convert)

  • Available resources

  • The collaborators who will participate



Understanding your target audience is essential in any digital marketing strategy; what's more, in any marketing effort. If you do not know who you are talking to, how will you know what to talk to them about, in what tone, with what language to do it and through what channels to communicate with them?


Who is your target audience?


Start by doing market research that reveals the tastes and preferences of your customers and prospects.


Based on this information, the next step is to create a profile of your ideal client, so that when creating your content you always have in mind who you are targeting and, by distributing it, you can better segment your market.


Finally, take advantage of analytical tools that allow you to extract important data about your followers from the interaction they establish with your brand, through your website or your social media accounts.


What are your goals?


Setting goals will help guide your content strategy. Without a destination it is not possible to plan the route to follow.


These objectives must be SMART, that is, specific, measurable, achievable, results-oriented and have a deadline for their fulfillment.


What resources do you have?


You know what you want to achieve with your content marketing strategy, but carrying out your plan requires resources.


Once you have a budget in place, distribute it in the best way so that you can achieve your goals. Determine the type of content and the formats that you will use, as well as the channels through which you will distribute it.


Who will participate in the creation of content?


Assign functions to your work team and establish a "creation manual" that determines limitations and rules to follow in terms of themes and language, as well as the best practices to guarantee original and quality content.


How to optimize your content?


You already have interesting and useful content for your target market, developed according to a fluid production plan and distributed through the channels where your audience is, is this enough?


No, to ensure that your brand is positioned and relevant it is necessary that you apply an SEO strategy that helps make it visible on the internet and produce organic traffic to your website.


It's not just about satisfying your existing customers, but also about attracting a general audience that seeks solutions to their problems and then converting them into prospects interested in what your company sells.


To improve your SEO, take into account these tips for successful content marketing in 2018:



  • Conduct topic research instead of limiting yourself to keywords . Google's search engine algorithms have evolved to identify sites that are meaningful and relevant to the user's search terms. To do this, it will help you to do a market analysis, learn about the best practices of your competitors and focus on enduring and repeatable topics.
     

  • Focus on the Frequency of Terms and the Frequency of Reverse Document . Known by their acronym TF and IDF, these metrics are used together and measure, on the one hand, how often a word is found in a document and, on the other, the frequency in which a word is found in a set of documents. Ideally, you should lower the IDF of frequently used but unimportant words, such as prepositions and articles, and raise the TF. There are analysis tools that help you make these measurements automatically and adjust your texts to generate better positioning.
     

  • Seek to appear in featured snippets. The so-called featured snippets are the fragments that appear at the beginning of the search engine's answer page, or SERP, and that occupy the "zero positions", taking up space and relegating all other answers to the background. To make your website appear there you must identify which of your pages already appear in the first 10, focus on the keywords  in the form of a question, offer structured answers and use the subtitles appropriately.
     

  • Select your keywords taking into account searches on mobile devices. If you see that your content is more viewed on devices other than a desktop computer, that will tell you about its relevance to the user, editing it taking that into account will help you position it. You can find out this using the Google Analytics "Mobile Audience" report. If you see that your content is more viewed on devices other than a desktop computer, that will tell you about its relevance to the user. Editing it with that in mind will help you position it.


Improving your content strategy will help you attract organic traffic to your website which, in turn, will help you improve your ranking in the SERPs.


It all starts with clearly identifying who you are addressing, what topics interest them, and what language and tone you should use in the content you create for them, but it doesn't end there.


Positioning your content on the internet so that it is visible to your target audience is a matter of a detailed plan and putting into practice the best SEO techniques.


Do you create original and quality content for your target audience? How do you measure its result? Are you careful to apply SEO techniques?


Resources:



 


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