By Timo Selvaraj
As I watch several content marketing strategists talk about using targeted content for marketing and lead generation, and analyze our own efforts for marketing over the years, it is very apparent that knowing the content that sites within your repositories is a key challenge. Knowing what we have already is half the battle. Marketers are not armed with the required data for their content today, but merely rely on keyword suggestions and SEO tactics for content marketing.
As a text search/analytics technologist and digital marketer, following the key points listed below offers me a great starting point for all our content marketing initiatives:
#1 Start with what you have instead of jumping into new content creation
Using text analysis to understand what content we already have that is accurate and relevant, is a great start. Knowing what we have will lead to a better understanding of where we could go with new content. Instead of large-scale content changes, baby steps taken towards cleaning up and making what we have more relevant to the marketing strategy may offer a better start.
#2 Knowing your audience and what they are looking for
Online audiences are very diversified and highly fragmented with lower attention timespans. Knowing precisely who your audience is and what they are looking for in your content is very important. Successful content marketing campaigns have all focused on highly targeted content for very specific audiences. Successful content marketing strategies don’t just bring unique visitors but allow for more repeat visits.
#3 Establish thought leadership through content presence
With many organizations spending a lot of dollars on content marketing, the missing element seems to be thought leadership. Simply rehashing the same topics and themes will not be enough to keep the audience engaged and have them coming back, instead the content marketing efforts need to consistently analyze audience needs and content themes to establish a thought leadership on the subject.
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