There are approximately 88 billion Google searches performed each month and social networks continue to grow. For marketers, figuring out how to engage users on multiple platforms and mediums can be overwhelming.
Part of learning how to appeal to and engage the 88 billion monthly searchers is to develop a content marketing strategy. An effective strategy is more than generating interesting ideas and posting them regularly to a blog or website. Merely posting content to a blog is not effective and some of your client's best content will go to waste.
To ensure your clients get the most from each post, here are seven elements of an effective content marketing strategy.
#1 Share buttons
Making it as easy as possible to share content is of the utmost importance. The effectiveness of the content lies in its ability to spread around for others to read. By adding share buttons at the top and bottom of posts it will be easier for people to share your client's content and this will make it more likely that they will share it with their social networks. The most important buttons to include are Facebook, Twitter, Google+ and LinkedIn.
#2 Be a sociable author
It is important to help readers share content with their social networks by linking to their social networking profiles. This lets the readers connect with your clients and communicate with them directly. If your client is a B2B company they should link to LinkedIn and Twitter profiles, but if they are a B2C company they should link to their Facebook and Twitter profiles.
#3 Start an e-mail newsletter
An e-mail newsletter is extremely important to a content marketing strategy because it provides a direct line to prospects and allows for continued communication. Providing a link from posts to a newsletter opt-in form will make it more likely they will join your client's mailing list and telling people what kind of information they will receive through the mailing list will again increase the opt-in rate.
#4 Enable conversations and free exchange
A content marketing strategy will be effective if people can engage your clients and carry on a conversation with them. By enabling comment functionality on the content they will generate more buzz and make it more likely that others will share the material.
Granted, not all content should be commented on and when you enable commenting it is important to have a moderator and have the author respond to comments where appropriate.
#5 Make it easy to contact
Whenever your clients produce content they need to tell readers how they can contact them. You are creating a content marketing strategy because you want to effectively market to Web users. If a customer is researching a purchase and your content converts a reader, they need to be able to contact your client to act.
#6 Link to other parts of your website
Internal linking is an important part of a content marketing strategy. First, when you link to other pages on your website or other blog posts you will increase the amount of time each person spends on your site. The more time they spend on your client's site, the more influence your client will have over them and their decisions. Second, linking to the business’s website from their blog will make it easier for people to find and get in touch.
#7 Create a searchable website
While internal linking can lead people to more information, people may want information they cannot find through links. By providing search for the site your clients achieve many of the same benefits achieved by internal linking. Giving people a search option means they will spend more time on the site and your clients will have more influence over their decisions.
When you develop an effective content marketing strategy your clients will be able to increase the ease of discovery and make it easier and more likely people will share their content. The most important element of an effective content marketing strategy is to provide intelligent and educational content. If you fail to provide this kind of content, all of your other efforts will go to waste.