Not convinced your content marketing efforts are effective? It could be because your content strategy missed the crucial points!
Your content strategy will completely define the processes you develop for your content creation.





Comments


Written by HeatherStone
3071 days ago

Daniel,

All of this is great and thanks for sharing this post with the BizSugar community. There are two questions, however, and I would love for you to address these in the comment section on the BizSugar community, if at all possible. First, when we talk about traffic, we also obviously need conversion. In other words, just as I would imagine that the sheer number of visitors on a very popular website would result in at least a few sales of my product, I would assume that if my content strategy was better calibrated, I might be expected to make more sales with fewer actual visitors (because the visitors I am getting are the right ones.) As an example, just because there are millions of people cramming onto my site to see a cute kitty photo, does not mean they'll be buying my report on how to build a profitable website. So how do we make sure we are getting not just traffic, but the right traffic? Second, how can we be sure content that worked for someone else's blog will work for ours as well? I think we've all seen this again and again. A certain kind of content works effectively on another popular blog but we publish something similar and all we hear are crickets. Part of the reason for this, I think, has to do with the fact that there could be ever so subtle differences between that blog's audience and yours. It could be an age difference, a cultural difference, a difference in experience level. Heck, it could be just about anything. So how do we filter our planned content through what we know about our audience to determine whether or not a great piece of content on a competitor's blog will really work effectively for us, or whether our resources would be more effectively spent developing a different kind of content entirely?



Written by HeatherStone
3071 days ago

Hi Daniel,

Thanks for the great response and, of course, for contributing to the BizSugar community!



Written by TrafficMarketingExpert
3071 days ago

Hi Heather. In the article I spoke about clearly defining your goals for your content - in other words content ought to be created to serve a purpose of some kind of conversion based metric; shares, signups, point of contact, comments. With your content as well - each piece shouldn't deviate too far away from your blogs purpose. In the case of a cute kitty photo we're not really adding value to our niche and I wouldn't expect any kind of meaningful conversion/interaction from that. Also Heather I do agree with you about using competitors blogs for content research; it can be difficult to know for certain but we need to be looking at the types of content they're posting and find the intersection between that and our own goals. Once we test this we will get a pretty good idea whether or not we should keep this in our content strategy which we should refine constantly from data we gather and our changing goals.



Written by Webdev1
3072 days ago

This is a great article. I will be reading this more often. Keep on posting.



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Share your small business tips with the community!
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Share your small business tips with the community!