(How to) Carve Your Content Pumpkin: Tips for Creating a Successful Content Marketing Strategy
Did you know that 92% of businesses view content as a valuable asset to their marketing strategy?
But forging an effective content marketing strategy that helps your business reach its goals is a careful craft that requires attention from all angles.
In the spirit of Halloween, we’ve taken the process of creating a robust content marketing strategy and compared it to carving a pumpkin. It might sound a little abstract, but we promise there’s a method to the madness and it will make sense soon.
Join us as we take out our carving knives and teach you how to develop a successful content marketing strategy. We’ll also give you useful “tricks and treats” you can implement today to boost your content marketing.
Step 1: Scoop Out the Insides
Create Content That’s Clean, Clear & Concise
The normal attention span for web users is 6.8 seconds, so your content needs to grab their attention instantly, or they’ll bounce back off your page.
To keep the reader interested enough to read your content to the end, it needs to be clean, concise and to-the-point. Try to avoid “fluff” (unnecessary words and sentences) as much as you can and focus on what you want to say in your article. What are the main points you want to make?
Tip: Start with the skeleton. Create an outline of your main points, keywords and relevant stats and quotes. Structure your article before you start writing to stay on track and work more efficiently.
Step 2: Carve Out the Eyes
Finding Your Target Audience
People turn to companies looking for solutions to a specific challenge or problem. No matter how hard you try to attract new customers with your content, you can’t sell your solutions to someone who doesn’t need them.
Every effective content marketing strategy has a clearly defined target audience. So take the time to research and understand your target audience. The best way to segment and define your target audience is to create customer avatars, including key information like:
- Who they are (Name, age, gender, marital status)
- Where they are (their location)
- What they do (sector, company, position)
- What they like (interests, preferred social media platforms, hobbies)
- What they need (the problems and challenges your company helps them with)
Keep in mind that your audience’s needs and behaviours are likely to change over time, so be sure to evaluate and update your customer avatars regularly.
Step 3: Add the Ears
Listen to Your Audience
Not every one carves ears into their pumpkins, but it’s essential to use your ears when carving your content pumpkin. Keep your ears listening for new trends or challenges your audience faces and tailor your content to provide solutions for those pain points.
Step 4: Don’t Forget the Smile
Create a Brand That’s Likeable & Approachable
People are more likely to engage with a brand that makes them feel welcome and understood. Therefore, your content marketing strategy should include a plan for connecting with your audience.
Use your social media channels to start conversations with new prospective clients and to nurture relationships with your existing ones.
By engaging with your audience in each stage of the sales funnel, you’ll significantly increase your odds of creating content that resonates with them.
Content Marketing Strategy: Bonus Tips
Bonus Tip 1: Make Pumpkin Soup
Squeeze the Most Out of Your Content
Content distribution is half the work in a successful content marketing strategy. What’s the point in creating amazing content if the right people do not see it?
To get the most out of your content marketing pumpkin, make soup from the insides and serve it to your target audience in the form of social posts or email marketing. Use the platforms your target customers tend to be most active on to share new content, along with valuable insights and news.
Bonus Tip 2: Don’t Forget the Seeds!
Ideas are the starting point of all successful content marketing strategies. Create a content calendar where list and organise all your content ideas to create a healthy mix of trending and evergreen content. Also, include a content distribution plan, so your content reaches as many target customers as possible.
Turn Your Content Pumpkin Into a Lantern To Attract Customers
Once you’ve completed these steps, your content pumpkin should be audience-focused, SEO optimised and beautifully crafted. Miss these crucial steps, and you risk getting “tricks” instead of “treats”, meaning lower SERP ranking, less web traffic, and lower conversion rates.
But when done correctly, your content marketing strategy, like a pumpkin, acts as a lantern to attract visitors to your site. Once there, you can offer your audience “treats” in the form of your product or service.
Carve a Perfect Content Marketing Pumpkin Strategy with Copy House
At Copy House, we combine creativity with a carefully crafted brand & content strategy building process to create high-quality, SEO optimised content for brands in the technology sector. We’ve helped technology companies create and transform their content marketing strategies into winning concepts and lead-driving lanterns for their sites.
Get in touch to arrange a chat to discuss your business goals.