The web is built on content and so hopefully you should have a good idea of what content is and what it means in the broader context of your site and your marketing.
But beyond content, you also need a content strategy. What does that mean? And how can you get one? Let’s take a look.
Content + Strategy = Success
Content is usually written but can also be video, infographics or even things like questionnaires. Either way, content is what brings people to your site. It is how people get to your site (thanks to SEO, which looks for matching terms in your writing) but it is also why people want to get there in the first place. Most of the time, if you’re searching for something on Google, it’s because you want information or entertainment in the form of content.
A lot of people understand the how. They know that they need to post lots of articles or blog posts on their website if they want people to visit. But very often, those same people miss out the ‘why’. In other words, they forget that people need to find that content interesting and engaging.
As a result, they may have some luck in getting people to their pages – but they have much less work in building a relationship and getting them to come back. That’s where the ‘strategy’ part comes in.
What is Your Strategy?
At their core, almost all content marketing strategies are going to be the same. Your strategy is to demonstrate value and build your brand. Your objective is to go from people finding your site by accident, to actively looking for your site because they know they’re going to enjoy what they find there.
How do you do that?
Simple: you deliver quality, time after time.
And to do that, you need to believe in your own brand and you need to be offering something that is a little different from everyone else on the marketing.
Let’s imagine you have a fitness website and you want to get more traffic. What you might do is to create some posts for it on subjects like:
- How to get a six pack
- How to build muscle
- How to lose weight
- The best supplements for working out
This is what most new webmasters will do. This way, they are adding content and they are getting more people to their site. They’ll probably make each post a few hundred words and research the topics from one other resource.
But now ask yourself: is this really providing value? If you saw those articles come up on Google, or on Facebook, would you click on them?
For most of us, the answer is no. Why? Because there are countless articles like that out there. There’s nothing that sets this content apart and it doesn’t offer anything different.
So how are you going to differentiate yourself? How are you going to make your content stick?
You do it by creating content with a unique tone and angle. You do it by tackling new subjects that haven’t been tackled anywhere else. You use titles that are exciting and dynamic. And in the text, you dig that little bit deeper to uncover those golden nuggets of information that no one else has.
That’s thinking over the long term and that’s strategy.