Do you feel like you’re spinning in the content marketing hamster wheel? It might be your lack of strategy that’s thwarting your approach.
You start a conversation you can’t even finish it
You’re talking a lot, but you’re not saying anything
When I have nothing to say, my lips are sealed
Say something once, why say it again?– Psycho Killer, Talking Heads.
Activity Without Response
One of the most common problems in content marketing is not the ability to create the content, but it’s the lack of response or results from the content. Many marketers have no problem creating blogs, emails, and social media to fill empty pages. But where is the response? Where is the ROI?
You Didn’t Go Deep Enough
The challenge with this scenario is an obvious lack of strategy in the content marketing program. What we mean by strategy is a properly laid foundation with goals and or objectives to reach in the content campaign. The number one goal of most content marketing campaigns is search engine optimization that results in higher website traffic.
If you’re asking yourself, why are we doing content marketing anyway? You probably should stop immediately.
A clearly articulated and followed strategy is the key to any marketing campaign. Especially with a marketing campaign as time and resource intensive as content marketing.
Where You Should Have Started
You should have begun your content marketing approach with a clear goal of SEO rankings. SEO rankings are what will generate new site traffic to your website. In addition to web rankings, referrals and shared content on other blogs and platforms is another great source of traffic to your website.
We’ve written hundreds of SEO articles as well as hundreds of editorial articles to achieve both campaigns. To say, that both approaches are valid.
But if you started with simply the idea of creating great content for your customer, you’re not completely out of your mind. That is a good intention and will have some results. Yet, it’s not enough. It’s not enough simply to create clever content, it also has to be relevant to either your SEO ranking strategy or be very attractive for a content sharing or social campaign.
So if you have not done this approach correctly, it’s time to start over it’s time to start with a clear plan and I’m gonna show you how.
Basic Content Marketing Strategy
In these next few paragraphs I’m going to show you how to really start your content marketing campaign. If you’ve already done this, good for you. But for many, the proper ground work was not started and now they are in a great big mess when it comes to content.
Step One: Create Master Keyword List.
In creating a master keyword list, there are lots of resources online to help you with the task. But the idea is really simple. Find relevant keywords that match your product or service that are high volume searches. The more searches, the more potential traffic with your right customer.
Step Two: Keyword Sitemap
A keyword site map is a list of your site pages mapped to the corresponding keywords you would like those pages to rank for or that are most relevant. This is done first, before an editorial calendar, to help you understand which pages will be your highest priority. Typically you will use the most important keywords as pages in your site and secondary, or long tail keywords, for blogs and other content.
Step Three: Create Editorial Calendar Based on Keywords.
To create your editorial calendar you simply need to figure out what you want to write about based on the keywords. Since you’ve already done your keyword site map you know which key words remain in your list. You can pick the biggest search volume keywords and write really relevant content in hopes to rank #1 for those keywords. (note: that last sentence was the equivalent of simply saying something like; start walking up the mountain in hopes to summit on Mt. Rainier.)
Step Four: Create-Review-Repeat
This is the marketing cycle step. In this step, you create content and market it. Then you monitor the content via analytics and metrics, then assess the success and make adjustments. Then do it again! This is what you do month and month out until your goals have been reached. Until you have the SEO rankings you wish, and the source of traffic or amount of traffic you desire for your site. If you don’t know how much traffic you need that’s another blog post for later.
Now Go Get It
So there you have it a simple framework to help you get started on your content marketing campaign to increase traffic to your website. It sounds simple, but spoiler alert, it’s not. It will take hard work. It will take the termination. It will take trying and trying again to achieve the ranking you desire. Frankly, if it were easy, everyone would do it.
So here’s to you. Give it the old college try get out there make some content and increase your traffic for web success. And if you need some help, we can do just that.