Over 60% of businesses do not establish a proactive content strategy according to the Content Marketing Institute (CMI). Without even a basic content strategy to form the building blocks of your proactive efforts, success or failure is just a matter of luck – and you risk all of your resources going to waste.
Step 1 – Defining Your Goals
Firstly, we need to set out a content marketing mission statement. This will make it easier to focus on what topics you are centring your content around and that it stays on track with the brand’s vision. A content marketing mission statement outlines your target audience, the content you’ll leverage to communicate with them and the benefit they’ll receive from being exposed to your content.
It is important to note that you must create compelling content to not only reel them in, but to come back wanting more so that they can later be nurtured by sales teams further down the funnel.
You must develop a compelling case to outline how your business will benefit from this. That’s where your business goals come in. Just to name a few, some goals could focus around improving revenue, elevating social media engagement, enhancing marketing influence and building on SEO.
Step 2 – Establishing KPIs
KPIs provide milestones you can check off when measuring your success. They’ll include what you plan to achieve in terms of revenue, sales, traffic, SEO, traffic and different aspects of digital marketing like email marketing and social media metrics. Here, you can also track marketing expenditure and ROI, lead acquisition costs, engagements, qualified leads and making sales.
A recommendation here is to remember to attribute the content to any sales which are derived directly from it. This way you can derive performance figures from the correct marketing channels. With MarketMate’s pre-built dashboards, see all of your social media content metrics in one place and easily export the data to upload onto any custom performance dashboards or CRMs.
Step 3 – Knowing Your Audience’s Needs & Wants
You’ll need to be clear about who your audience is so you can create the right content which resonates with them. One of the quick and easy ways to find this information is in your own Google Analytics. Go to Audience » Interests » Overview. You’ll see the market segments your web visitors fit into. Combine this with audience insights derived from your social media platform analytics to determine your most popular and enticing content areas.
Once you identify what makes your audience “tik”, based on stringent content parameters, MarketMate can help you automatically create top content centred around your audience’s interests. This ensure that you reproduce more of the content your audience “craves” and a good way of generating repeat visitors, increasing social engagement metrics and pushing browsers into your website. See how you can add custom filters on MarketMate to generate more compelling content here.
A MarketMate top-tip here is that you take this analysis a step further to identify content gaps you can exploit vs. your competitors. Using tools like Ahrefs, you can easily uncover your content gaps. In turn, these gaps can then greatly be reduced by entering the missed content parameters into the MarketMate so that it could automatically be generated.
- Missed content and keywords relating to your audience.
- Questions your target audience is asking that you’re not answering.
- Content that’s starting to rank well but could be improved.
Step 4 – Creating A Powerful & Proactive Content Calendar
As part of your content strategy, you’ll need to know exactly when you want to publish your content on each social stream. Lack of planning is a key content marketing mistake, so it’s essential to use a content calendar like MarketMate to get all of your content scheduled. MarketMate already has the ability to organise and schedule its own generated posts alongside the content created by the user.
It is important to gather feedback on the content you are pushing to your audience’s to ensure that you are maximising your efforts. With time, the MarketMate brain develops social intelligence tailored to your brand, leveraging audience engagement and building a relevant audience following by creating content best suited to your business’ goals.
Step 5 – The Right Content At The Right Time
To ensure that your social presence doesn’t become irrelevant, it’s very important that you regularly search relevant websites, industry blogs and follow leading specialists to see what others are writing about. Websites such as BuzzSumo and Google Trends are a great place to discover which topics, related to your business or customers’ business, get the most attention.
Another interesting tool which can work in tandem with insights derived from Google Trends or BuzzSumo for sourcing content are the AI Assistants built in to MarketMate – The tool which helps you automatically source and create top trending content for your social media presence. With the virtual AI Assistants, there is no need to spend the time and resources required to search to find interesting and relevant content to post about. Instead, the tool automatically does this for you as many times as you need it.
Top Tip: Make sure to create multiple personalised AI Assistants for different days within the MarketMate platform so that you are the first to spot and post around an array of trending topics specifically for your brand or industry. See how to create and fine-tune your assistants here.
Activate your social media strategy with MarketMate by accessing the free trial here.
The MarketMate Platform
In an effort to help marketers, MarketMate was created so that businesses can adopt, implement, and learn how to activate their social media and content strategy. MarketMate’s tools are relatively cost-efficient solutions, and when used correctly and consistently, they can make a huge difference in your social dominance — and your bottom line.
The MarketMate platform sources, analyses and automatically generates social media content tailored to your brand’s messaging and audience interests
MarketMate lets you connect LinkedIn, Twitter and Facebook accounts (Instagram coming soon) so that we can create and schedule queues of tailored content based on custom, stringent parameters alongside your own social posts.
With MarketMate, its powerful intelligence tools can provide you with insight of your brand’s social position. You will get a clearer picture of where your business fits in the social media realm. Track your social media share, engagement and correlate trends with MarketMate so that your stand-out content is automatically created as frequent as you need it.
“With the use of MarketMate we have been able to say goodbye to hours of content sourcing and post scheduling, freeing up valuable time up to focus on other aspects of the business. It’s been a great investment for our company.“
Founder and Managing Director, Visaura