If you’re starting the new year without a clear idea of how you’ll attract and keep clients online, you may be setting yourself up for failure. Whether you’re running a nonprofit or a professional firm, creating a content marketing plan paves a path to success.
Here are four steps to ensure that you get the most from content marketing in 2017:
Step 1: Engage your clients and prospects with content.
Give your ideal clients a reason to stay connected and maintain a relationship with you by developing content. That’s the best way to drive more new leads, repeat sales and online referrals. You are using your knowledge and expertise to deliver informative and educational content via email, web, social, video, mobile and print. You develop a plan that builds trust, loyalty and an engaging conversation across many levels.
Step 2: Think like an inquisitive journalist.
Developing a content marketing plan sounds convoluted. Let’s focus instead on answering basic questions.
Ann Handley, chief content officer of MarketingProfs and author of “Content Rules,” notes that like good journalism, a content strategy focuses on these fundamental five Ws:
- Why are you creating the content you’re creating? What are your goals?
- Who is your ideal client? Why should they turn to you?
- What do you want the content to achieve?
- When and how are you going to develop the content?
- Where are you going to publish?
Your content marketing plan should support your organizational goals and address the needs of your ideal clients.
The frequency of your communications depends on your time and resources. At the very least, you should consider updating your website or blog once a week, sharing on social media three or four times a week, and sending newsletters once a month. As resources permit, also consider creating short videos — nothing fancy, but definitely interesting.
Step 3: Repurpose, recycle and reuse your content.
You decide to start publishing weekly blogs to attract new clients. You’ll incorporate in your blog keyword phrases to make it easier for people using search engines to find you. One of the blogs could be used as an expert column or press release for local papers.
You’ll want to share the content on select social media platforms.
Then you can send a few blog excerpts to your loyal customers or supporters through an email marketing campaign. Repurpose, recycle and reuse as much as possible.
Step 4: Measure your marketing efforts regularly.
To ensure that you’re reaching your content marketing plan goals, determine in advance what metrics you will track. If your results aren’t as strong as you’d like, look for ways to improve your content. See what type of content gets the most positive response. No two organizations are the same. Each has a target audience with unique needs, and metrics will differ.
Metrics to review each month could include:
- Blog and website: Unique visitors on website, pages viewed, average time on site, bounce rate, response to individual posts
- Social media posts and videos: Likes, shares, follows, views
- Email marketing: Click-throughs to website, click-throughs to social networks, click-throughs to additional resources
- Press releases: Increased website visits around press release distribution
By implementing content marketing campaigns, your organization can excel in 2017.
Need help with your content marketing plan? Call us at 302.858.5055 or send an email.