Your first step to content marketing success is to identify what you want to achieve with it. Some common goals that can be reached through content marketing include:
- Lead Generation
- Customer Relations
- Thought Leadership
- Brand Awareness
A content marketing campaign designed to generate leads will be different from one to help you build your brand. Knowing what you want from content marketing will help you zero in on your audience’s interests.
For example, to foster customer loyalty, think about your clients’ areas of interest and then create content dedicated to what they’ll care about and want to consume. They will come to think of you as a trusted provider of quality, relevant content.
A simple way to get started, keeping your goal in mind, is to pinpoint the keywords your audience will use when searching for the services you offer. Choose a search phrase that identifies your area of work and then research its variations and how often they’re searched for.
Long tail keywords – longer phrases with fewer but more qualified searches – are less competitive and can ultimately draw more hits to your website and more visibility to your content.
When you know what you want to get out of your content marketing efforts, it will become much easier to create and execute a successful program.
Learn more about how to create your own content marketing program by downloading our white paper, Drive Sales with Content That Converts.