Effective digital content marketing is key to getting more clients this year. Effective content marketing allows you to reach new potential customers, introduce current customers to new products and services, and communicate with loyal fans. But if your content marketing efforts in the past have been less than fruitful, you may need to adopt new strategies.
The following ideas can help you to develop a successful content marketing strategy for 2017. Not all of these strategies will work well for every organization, but you can use these ideas to craft your own winning strategy for the upcoming year.
Create Custom Content
If you can add custom content to your website on a regular basis, you will rise in the search engine rankings and gain more inbound traffic. With each new blog post you publish, search engines have more material to crawl. The consistent use of targeted keywords will direct more and more traffic to your site, and if your site is designed well, some of that new traffic will convert.
The key to creating value-added custom content is to publish information that is genuinely helpful to potential customers. What are they looking for? How can you improve their lives? If you can answer these questions in your content, you'll gain new followers, and some of those followers will likely become new clients.
Use SEO Content Marketing Wisely
Google and other search engines are constantly working to improve their users' experiences, and that means that SEO rules are always changing. It can be nearly impossible to make changes to your content based on the latest and greatest SEO rules. Some things never changes, however, and here are some evergreen SEO tips that should serve you well for the foreseeable future:
- Use keywords in your meta descriptions.
- Include keywords in your image file names and the alt text.
- Use keywords in the URL and subheads (if possible).
- Get right to the point. Use your first sentence to showcase your keywords.
- Make sure you use keywords in Main Title and H1 tags.
New clients often come via word of mouth, and in today's digital, mobile world, viral content is the new "word of mouth." Viral campaigns will be an important component of content marketing strategy in 2017, so consider ways that you can make shareable content for your social media accounts.
Encourage current customers to invite their friends to join your email list. You can do this by offering them free products or services when they get a certain number of people to sign up. If you don't want to start your viral campaigns so aggressively, you can start small: publish content associated with current events, include eye-catching images and infographics, and tap into nostalgia.
Gear Your Content to Your Ideal Customer
It's great to acquire new clients, especially if your new clients fit your ideal customer profile. Ideal customers are looking for exactly what you offer, and they return again and again. If you want to attract these kinds of clients, gear your content to your ideal customer.
In order to do this, you need to know all about your ideal customer: age, gender, interests, income, concerns, lifestyle, and more. The more you know about your ideal customer, the better you can tailor your content to their needs and concerns. If you hire writers, videographers, and graphic designers to help you with your content, make sure they're all well-informed about your ideal customer. It can help to create a customer profile for your marketers and writers to refer to as they create your content.
Update Your Website
As you refresh your marketing strategy for the new year, clean up your website and make it easy to navigate. If you're trying to encourage people to share your content, add social media buttons to your blog posts and web pages. Also, make sure your website has tags and easily identifiable categories. Not only do these tags and categories make navigation easier for your visitors, but they also improves your SEO.
With some new content marketing strategies under your belt, you'll be in a great position to get more clients in 2017. This year could be big for your organization. Go get 'em! To learn more, check out our white paper, "What is a Digital Content Strategy? And Why It's So Important!"