2018 Guide to Building A Content Marketing Strategy

Building A Content Marketing Strategy

Whether you are selling potting soil or baby cribs, consistently publishing quality content to your blog that answers the questions prospective customers are asking about your topic brings highly qualified traffic to your website to convert into customers. Building a content marketing strategy needs to be a priority for every blogger.

Building A Content Marketing Strategy

It’s clear that blogging is an effective way to promote your brand and grow your business. Blogging is how millions of people make a living – by writing and publishing the words that people want to read to attract visitors who want to click on and buy what they are selling.

This is also why competition for blog visitors and ranking content is so fierce. Many industries are over-saturated with blog content. You may have been 1 of 100 blog posts on the side effects of hot yoga on pregnant women six months ago, but today your posts could be 1 or 10,000 as everyone puts out sub-par content to reach new audiences.

Planning – Laying the Groundwork for Your Blog

Building a content marketing strategy doesn’t have to be complicated. The formula for success is simple: You need a goal and a plan to reach that goal. We make it complicated by throwing in variables and risks, but the formula is really that simple.

Today you should decide…

What are your blog goals and goal timeframes? (1000 visitors a month, 100 subscribers in 3 months, $100 income a week, etc)

What daily and weekly activities get you closer to that goal? (2 blog post a week, 1 short ebook a month, 5 social media posts a day, 3 Quora questions answered each week, blog and forum commenting Wed and Fri, etc)

What topics do your ideal customer search for? (A small-dog boutique might find their target audience is looking for information on how to calm their chihuahuas during thunderstorms. Three-ingredient meals might rank high for mommy bloggers. Keto meal plans get more and more popular with CrossFit blog readers.)

Data and research, trial and error, education and experience – they all contribute to developing more effective plans, but they aren’t the key. Building a content marketing strategy and committing to do what it takes to reach your goal is what differentiates successful bloggers from average bloggers.

RESOURCES: Free 2018 Content Marketing Calendar Template Guide with Excel Template and Tips on planning your marketing. Includes Content Marketing Calendar.

An Adaptable Content Marketing Strategy – You Need This

Have you ever wrote the best blog post in the whole world and nobody read it? Content Marketing takes blogging beyond writing great content to getting that content out in front of the right people to market your blog, your website, and your business.

You need to have a written strategy to have a blog that produces results. Random posting, lacking a focused keyword strategy, and sporadic promotion is a recipe for disaster. You’ll put in the work and get zero results. Even if you get someone to visit your blog, they are likely to bounce fast and never return.

Recent data from HubSpot shows that consistent blogging (at 16+ blog posts a month) creates more traffic:

“As expected, we found that the more blog posts companies published per month, the more traffic they saw on their website. Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published between 0 – 4 monthly posts.”

Building a Content Marketing Strategy HubSpotImage Source: HubSpot

In their research, HubSpot noted that small companies with 1 to 10 employees that published 11 or more blog posts per month drove much higher traffic than companies of the same size that published fewer posts: 3 times more than companies that published 0 to1 posts and 2 times more than those publishing 2 to 5 monthly posts.

To consistently publish blog posts and more than your competitors, you need a content marketing strategy in place that documents your topics, keywords, headlines, SEO process, publishing schedule, and promotion activities.

RESOURCE: CoSchedule.com has an awesome Content Marketing Strategy post with 10 detailed steps to create your content marketing strategy. The post includes a free template if you opt-in. Totally worth your email address and you won’t be disappointed with the top-notch posts they send to your inbox.

If it took two hours to write a blog post, you should at least 15 minutes search engine optimizing the heck out of that post before publishing it and at least two hours promoting it after publishing it. Then you create a plan to continue to promote your highest performing content.

When creating and promoting your content keep long-term value in mind while building a content marketing strategy. Start by developing base level evergreen content that will attract the right visitors to your blog for months and even years.

With a strong foundation, your blog consistently brings traffic to your website and gives visitors other posts and web pages to click through that demonstrate your expertise while showcasing your products or services.

Blog Quote - Build a Content Marketing Strategy

Search Engine Optimization – SEO

More than relying on the A.D.D., short attention span of social media algorithms and users, successful bloggers bank on long-term promotion from organic search engine results.

Search Engine Optimization (SEO) and learning how to consistently rank high in Google or Yahoo search is a more sustainable approach to content promotion.

RESOURCE: HubSpot’s 10 Blog SEO Tips to Search Engine Optimize Your Blog Content

  1. Focus on 1–2 long-tail keywords that match the intent of your ideal reader.
  2. Include these 1–2 keywords in specific parts of your post. (Title Tag, Headers, Body, URL, Meta Description)
  3. Make sure your blog is mobile-friendly.
  4. Optimize the meta description, and use all the space.
  5. Optimize your image alt texts.
  6. Don’t use too many similar topic tags.
  7. Use URL structures that help your visitors.
  8. Link internally when possible.
  9. Use Google’s Search Console.
  10. Use topic clusters.

You won’t see immediate traffic gains like you would with an engaged social media post but those one-day spikes in visitors from social media aren’t as consistent and long-term as having your blog post show at the top of millions of search engine results over months and years.

RESOURCE: Moz.com publishes extensively researched and data-heavy posts on what does and does not work for SEO. Here are the bullet points for a Successful SEO Writing Process from Rand Fishkin, my most trusted source for all things SEO.

Step 1: Assemble all the keywords that a page is targeting

Step 2: You list what the searchers are actually trying to accomplish when they search those queries

Step 3: Create a visual layout

Step 4: Write first and then add the keywords and the crucial, related terms, phrases, top concepts, topics that you want into the page

Step 5: Craft the hook, the hook that will make influential people and publications in this space likely to amplify, likely to link

Blog Promotion – Content Marketing Checklist

Writing great content isn’t enough. Blog promotion is a crucial part of building a content marketing strategy. Aggressive promotion of each blog post for at least three months after publishing ensures your content gets in front of the people who are looking for it. With quality content and a promotion plan, the right kind of traffic will consistently reach your website.

Set time on your calendar each work day for blog promotion activities such as these:

  • Subscribe to RSS feeds of blogs on your topic and look for posts to comment on with valuable feedback
  • Post on social media using hashtags and keywords that are frequently searched
  • Reach out to influencers you quoted or referenced in your blog posts to see if they are interested in sharing your posts with their followers
  • Repurpose your blog post into an infographic, slide presentation, or podcast and post on top sharing sites such as Pinterest and SlideShare.

RESOURCE: Unfunnel.com has a great content marketing checklist to use after you publish your blog posts: 30 Little-Known Ways to Promote A Blog Post in 2018

Building a Content Marketing Strategy in 2018

It all starts with a plan. Once you identify your goals and the search intent of your ideal audience, you’ll be on track to consistently deliver the content future buyers, and subscribers need to engage with your website.

In 2018 your blog needs structure and strategy to outperform competitors and get your piece of the pie. A clearly defined content marketing plan includes a content strategy that details the creation and publishing of useful content and a promotion plan that gets that content ranking on search engines, visible in the right online communities, and popular on the social media networks where your ideal customers hang out.

Need help with your content? Check out our services or just email us at SayMore@SayMoreServices.com and ask a question. We love to hear from our readers!


FREE 2018 Marketing Calendar Template DOWNLOAD H-SHADOWDownload your FREE 2018 Marketing Calendar in excel for your small business planning.


Why Small Bussiness Needs Inbound Marketing

Imagine being able to take the money you spend on newspaper and magazine ads, or radio and television commercials, and put it back into your business.  That is a real possibility when you switch your marketing towards more effective and less expensive long-term inbound marketing strategies.

Why Small Business Needs Inbound Marketing Say More Services

Why Small Business Needs Inbound Marketing

Your Inbound Marketing Efforts are Working for You 24/7

With traditional advertising and online advertising, you are paying a set amount for a defined period for a guestimation of people who might see your ad.  And when that defined time period is over, or that one-time print ad or mailer has been distributed, that money is gone. The advertising you paid for is gone. You can start over and spend more money on a new ad or give up.

But check this out: With Inbound Marketing you have the opportunity to develop online content of value that brings customers to your website.

  • A blog post that answers a question EVERYBODY is looking on search engines for.
  • A free booklet or video that shows people how to do something.
  • A look inside what you do or customer success story that makes people feel good about your business.

These are the type of content pieces that draw customers to your website and give you an opportunity to demonstrate your expertise on a subject where they have a need.

With Inbound Marketing You Spend Less and Earn More

Developing and publishing this type of content on your website (AND optimizing it for search engines) is a long-term investment that works for you around the clock for as long as you have your website and the information is relevant.  And all this marketing cost you is the one-time expense of creating that piece of content.

Looking at the return on investment, HubSpot reports that the close rate on Inbound Marketing is almost 15%, compared to the 1.7% close rate for traditional outbound marketing.  Apply that math to the ROI you’ve seen from your traditional marketing and see if your head doesn’t explode.

Inbound Marketing is a Shorter Path to Sale for Customers

Here is the thing about ads: They are great for building awareness, but they suck for closing a sale.  It’s tough to get a person to see an ad from an unknown business and trust that business enough to click on their website or visit their location, much less make a purchase.

With Inbound Marketing you are GIVING something of VALUE to people.  That gets them to your website where you have other awesome content, demos, reviews, and testimonials that make them trust you and choose your business for their next purchase.

INBOUND MARKETING WORKS!

When you design and deploy content to the exact audience of people actively looking for help around the products and services you provide, you get skip several expensive and ineffective steps in the traditional marketing process.

That is why you should be building and Inbound Marketing Strategy that gets your business in front of people working on their next solution (purchase) right now online.

Want to Talk About Your Inbound Marketing?

You just got the quick summary on a big topic.  If you’d like to discuss how Inbound Marketing can help your business, give us a call at 866-419-3902 or send an email to SayMore@SayMoreServices.com and we can chat.

This Week in Content Marketing – September 24, 2017

This Week in Content Marketing SAY MORE SERVICES

This Week in CONTENT MARKETING – What’s new out there in the land of Content Marketing that is going to make you a better writer and marketer?

Content. Content. Content. It’s everywhere, the Good Content, The Bad Content, and the Ugly Content.  This Week in Content Marketing brings you the best of the best content from across the web.

When I run across something that could really educate, push, or entertain YOU, my clients and readers, I want to share that rare unicorn. So here it is… the best in content marketing content for this week.

If something is missing that can help other professionals (and even dabblers) reach their goals or if you’re sure something on here isn’t delivering on its promises LET ME KNOW! Real conversations are our favorite type of content here at SAY MORE!


Read This Week in CONTENT MARKETING – Sep 24, 2017

HubSpot Introduces Content Strategy Tool

Via Demand Gen Report

HubSpot Content Strategy ( a feature of HubSpot’s paid marketing software) is a tool designed to help marketers adapt their content creation to the way modern search engines and modern buyers work today. Through creating, optimizing and measuring topic-based content, the tool aims to enable businesses to build sustainable organic traffic that generates more traffic, with less content.

READ MORE…

 

Content Marketing Trends to Watch for 2018

Via Content Marketing Institute

About 12 months ago, I covered some content marketing trends to watch for 2017… Native advertising is still the gateway drug for many content marketing programs, and mobile is, well, it continues to be the flavor of every month as consumer use grows. But some truly interesting events have occurred over the past few months that, I believe, begin to speak to the evolution of the content marketing practice itself.

READ MORE…

 

TWEET OF THE WEEK

Moz’s Brand-New SEO Learning Center Has Landed!

Via MOZ

The vision behind the SEO and Search Marketing Hub had always been to educate SEOs and search marketers on the skills they needed to be successful in their jobs. While the site section continued to serve that purpose, somewhere along the along the way we started getting diminishing returns. Our mission, then, was clear: Re-invent Moz’s learning resources with a new structure, new website, and new content.

READ MORE…

 

15 Content Marketing Tools You Can’t Live Without

Via Neil Patel

As many as 88% of B2B marketers use content marketing as part of their marketing strategy. Are you part of that 88%? If you are, you’re probably well aware of all the benefits. If you aren’t, it’s just a matter of time. You’ve likely already realized its importance and plan to make changes to include it in your overall marketing strategy ASAP. But how do you get started if you’ve never done it before?

READ MORE…

 

DEAL OF THE WEEK

Here you’ll find great deals, freebies, and new products each week in “This Week in Content Marketing” perfect for the small business working to do BIG THINGS!

Marketing in a Digital World is a University of Illinois Digital Marketing Specialization online-only course that examines how digital tools, such as the Internet, smartphones, and 3D printing, are revolutionizing the world of marketing by shifting the balance of power from firms to consumers.  Enrollment is open on Coursera for this course which starts Oct 18th (three weeks from now).  You can take this course at no cost with a free Coursera account.  Try it! You’ll learn a ton of the basics needed to make sense of all this online marketing madness.

This Week in Content Marketing Free Course Marketing in a Digital World CourseraTAKE THIS FREE COURSE: COURSERA’S Marketing in a Digital World

 

Combine These 5 Research-Based Ingredients for Higher-Quality Content

Via CopyBlogger

It’s undisputed: well-crafted, high-quality content is how a brand builds an audience, trust, and loyalty today. Great content helps you earn the attention of the people who need your product or service. Existing loyal customers are drawn to quality content, too, in large part because it builds trust and authority, creating top-of-mind awareness for your brand.

READ MORE…

 

The 30 Magic Marketing Words You Should Be Using

Via Vertical Response

Language is a powerful tool — it enables you to connect with audiences and spur them to take action. For email marketers, the importance of using the “right” words cannot be overstated. Which word or phrase will click with your subscribers and nudge them to open emails, click to visit your website or make a purchase?

READ MORE…


You’ve got a lot to say…

Let us help you communicate the value of your products or services. At SAY MORE! we specialize in creating persuasive and engaging content from blog posts to training scripts and social media posts that compel action from clients, prospects, customers, and employers.  Check out our SERVICES to see how we can help you Say More! And check back each week for This Week in Content Marketing for more insight, Tweets, and Deals.

 

The FREE 2018 Marketing Calendar Template in Excel is COMING IN OCTOBER!  Check back to download your copy.

Read This Week in CONTENT MARKETING – Sep 17, 2017

This Week in Content Marketing SAY MORE SERVICES

This Week in Content Marketing SAY MORE SERVICESThis Week in CONTENT MARKETING – What’s new out there in the land of Content Marketing that is going to make you a better writer and marketer?

Content. Content. Content. It’s everywhere, all the time, unfiltered and unranked.

Much of it half-hearted and half-assed – just thrown at the wall to see what sticks.  Like a pig in the mud, this is where I live… blissfully covered in content whether good or bad.

When I run across something that could really educate, push, or entertain YOU, my clients and readers, I want to share that rare unicorn. So here it is… the best in content marketing content for this week.

If something is missing that can help other professionals (and even dabblers) reach their goals or if you’re sure something on here isn’t delivering on its promises LET ME KNOW! Real conversations are our favorite type of content here at SAY MORE!


Read This Week in CONTENT MARKETING – Sep 17, 2017

9 Content Marketing Trends to Look Forward to in 2018

NEIL PATEL – Being able to anticipate trends, as well as the change in audience behavior based on technology trends and updates, can help you adjust your strategy and get ahead of the wave.

READ MORE

 

The One Skill That You Need Need To Master in Content Marketing

JEFF BULLAS – There is one skill that all content marketers need to learn. The art of writing. Good writing skills underlines and supports video and even audio. The headline, script, and description are just a few. Crafted words and considered communication are important in changing minds and moving hearts.

READ MORE

 

TWEET OF THE WEEK

CMI TWEET - This Week in Content Marketing SAY MORE SERVICES

Measurement Framework: How to Document Content Marketing ROI

NEWS CRED – At NewsCred, we talk about how the goal of content marketing is not to be good a creating content, but to instead be good at business by using content. In this new age of performance content marketing, clearly defining a business outcome is critical to success.

READ MORE

 

5 Tips to Create a Data-Driven Content Marketing Strategy

SEARCH ENGINE WATCH – Content marketing has become the secret weapon in a successful marketing strategy, with brands using different types of content to add value and grab their audience’s attention… and market with intent, using content and SEO to raise awareness, engage and convert.

READ MORE

 

One Ridiculously Easy Way to Enhance the Power of Your Blog Posts

COPYBLOGGER – The overall aim of your blog is to help your audience with the issues they struggle with while also educating them on what they need to know to do business with you. That’s too much responsibility for just one article, so each blog post you publish can be thought of as a piece of your content marketing strategy puzzle.

READ MORE

 

35 Lesson You Can Learn from Great Business Blogging Experts

ENVISION CREATIVE – Blogging tips should be simple, helpful, and effective. In this post, you’ll learn the top 35 tips used by the best bloggers and content marketers in the world to create amazing posts that keep readers coming back for more.

READ MORE

 

DEAL OF THE WEEK

Here you’ll find great deals and new products each week perfect for the small business working to do BIG THINGS!

Introducing Moo – Premium Business Cards, Luxe Business Cards, Postcards, Stickers, Notebooks, and more.  This is beyond the ordinary business card!  Differentiate yourself and stay top of mind with a business card like no other when you get your products from Moo.  I am in LOVE with the bold colors and standout features such as square, cotton and super-thick stock available – next day – at great prices.  Check Moo out here!

Moo Deal This Week in Content Marketing SAY MORE SERVICES

You’ve got a lot to say…

Let us help you communicate the value of your products or services. At SAY MORE! we specialize in creating persuasive and engaging content from blog posts to training scripts and social media posts that compel action from clients, prospects, customers, and employers.  Check out our SERVICES to see how we can help you Say More!

 

The FREE 2018 Marketing Calendar Template in Excel is COMING IN OCTOBER!  Check back to download your copy.

Read This Week in CONTENT MARKETING – Sep 3, 2017

This Week in CONTENT MARKETING – What’s new out there in the land of Content Marketing that is going to make you a better writer and marketer?

Content. Content. Content. It’s everywhere, all the time, unfiltered and unranked.

Much of it half-hearted and half-assed – just thrown at the wall to see what sticks.  Like a pig in the mud, this is where I live… blissfully covered in content whether good or bad.

When I run across something that could really educate, push, or entertain YOU, my clients and readers, I want to share that rare unicorn. So here it is… the best in content marketing content for this week.

If something is missing that can help other professionals (and even dabblers) reach their goals or if you’re sure something on here isn’t delivering on its promises LET ME KNOW! Real conversations are our favorite type of content here at SAY MORE!

 

The Best in Content Marketing for the week of September 3rd

optimize content neil patel

 

The Step-By-Step Guide to Optimize Your Content to Sell via Neil Patel

If you’re writing content, you want it to sell.  After all, that’s the whole purpose of the project, right? Your ultimate goal is to sell more of what you have to offer.

And content is a great way to do this. According to Conductor, consumers are 131 percent more likely to buy from a brand after reading content by that brand.

That’s a massive shift in perspective… READ MORE

 video content marketing sprout social

The Complete Guide to Video Content Marketing on Social via Sprout Social

There’s a reason why you can’t escape video. From brands creating eye-popping product promos on Instagram to your embarrassing friend live-streaming their ghost pepper challenge on Facebook, social users are totally surrounded by video content. We’re obsessed with it too. Perhaps that’s why approximately 80% of all web traffic is projected to be video-based by 2021. And so the message for marketers is crystal clear: you can’t sleep on video anymore… READ MORE

 

GOT Ruthless Content Marketing

The Game of Thrones Guide to Ruthless Content Marketing via Business2Community

In the competitive world of content marketing, winter is always here. And that means you don’t have the luxury of sipping wine out of a goblet whilst waiting for your posts to go viral. No, you’re out on the front lines valiantly fighting for your content to be seen. You’re arming yourself with statistics that’ll help you win over readers. And you’ve mapped out a strategy that’ll keep you one step ahead of the competition at all times. You’re basically the Jon Snow of content marketing… READ MORE

 Content Marketing SEO search engine land

Content Marketing & SEO: The Scalable Way to be in the Right Place at the Right Time via Search Engine Land

Digital marketers agree about the importance of SEO and content marketing, but contributor Marcus Miller says they’re too often kept in completely separate silos. Here’s how to bring them together. Content marketing and search engine optimization (SEO) are both titans of modern marketing, yet they’re not spoken about in the same conversation often enough.  In this article, I will take a quick look at content marketing and SEO… READ MORE

 

7 Steps Grow Blog Copyblogger

7 Steps to Grow a Blog Post via CopyBlogger

Last week I talked about how writers seem like magicians, because we have the power to create something out of nothing. An important point to note about magicians, though: They don’t really do magic. Instead, they study and practice specific behaviors until they can create that illusion of creating something out of nothing. And of course, all creative people do the same. We study and we practice our craft, making consistent improvements and (if we’re lucky) building habits that lead to more consistent output. Today will help with the “consistent output” part… READ MORE

 

You’ve got a lot to say…

Let us help you communicate the value of your products or services. At SAY MORE! we specialize in creating persuasive and engaging content from blog posts to training scripts and social media posts that compel action from clients, prospects, customers, and employers.  Check out our SERVICES to see how we can help you Say More!

Why Have a Writer on Retainer?

writer-on-retainer-say-more-services

You can have a dedicated writer on retainer!

writer-on-retainer-say-more-servicesIf you have specific planned long term content needs you can benefit from having a writer on retainer.  Clients who plan to have sizable writing needs or businesses planning a bigger writing workload for a period of 3, 6, or more months can hire a dedicated writer on retainer at discounted prices.  See monthly Blog Packages as an example of savings.

Contact us about bundling services into a cost efficient monthly and quarterly packages.

 

Why have a writer on retainer? 

⇒ Get lower rates, guaranteed availability and priority status for your projects when you contract to have a writer on retainer.

⇒ You work a writer knowledgeable about your goals and products, who understands your audience and is invested in your success.

⇒ The longer you work together, a better understanding of expectations and results is developed which means better planning and faster turnaround with fewer revisions.

Retainer agreements are subject to availability and available for the following services:

Social Media. Creating, updating and managing social media profiles.  Writing and publishing posts.  Creating social media calendars.  Writing social media and PPC ads to grow followers and increase engagement.  Monitoring and responding to comments and conversations with users and customers.  Engaging influencers with comments and reposts.

Services include: Writing profiles and bios, setting up social media pages, writing and publishing posts, social media calendars, and comment/engagement monitoring.

 

Newsletters and Email Marketing.  These inexpensive ways to develop relationships with prospects and keep clients informed and engaged need to be delivered on a regular basis and with a consistent voice.

Services include:  Writing newsletter and email content.  Industry research.  Developing an editorial calendar.

 

Online Content.  Educate and entertain your website visitors with information, tutorials, stories, and advice in the form of web page copy, articles, blog posts, email courses and other online content.  Good and plentiful content helps you rank high in search engine results and brings focused traffic to your website.

Services include:  Content calendar development.  Web page content.  Industry research.  Blog posts and articles.  Guest blog posts for influential websites.  Case studies.  Press releases.  White papers.  eBooks.  Video and presentation scripting.  Sales and landing pages.  WordPress blog management, optimization, and posting… and more.

 

Have you gotten your FREE copy of the 2017 Marketing Calendar Template?

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