Yesterday we ran a little blog on our content marketing strategy. It’s quite simple – Blog, Post, Promote. But, then again, it’s not that simple. I mean, if our content marketing strategy were that simple everyone would be successful at it. The thing is, we have been successful with it. In fact, Linwright Design has been enormously successful at it for our local clients. We can’t speak to a national stage, but I’m fairly certain that these three principles of content marketing – Blog, Post, Promote – would translate onto the national marketing stage quite smoothly.
So let’s really get into this, because in order to understand what you’d be paying for and what to expect in terms of numbers, you need to understand our exact process at Linwright Design.
Pre-Marketing – Select a Campaign Theme
The very first step in successful content marketing is selecting a topic to focus the entire campaign around. For example, if you’re a local physician and it happens to be May (Skin Cancer Awareness Month), this might be a great place to start. If you’re a florist and this happens to be Arizona wedding season, you might want to focus your efforts their. The list goes on and on, but you need to choose a topic that will appeal to your target audience. Here’s how:
- Know Your Target Audience’s Interests: At Linwright Design, this is one of our top priorities. It’s the first thing that we dive into when considering launching a content marketing campaign. Nothing that you ever do in terms of marketing your Gilbert small business will be effective, or as effective as it could be, without a supreme understanding of your target audience. Now, I say target audience simply because you absolutely need to have a specific audience within a explicitly defined demographic whom you are messaging. Understand your audience’s interests, and you’ll have a remarkably successful marketing campaign.
- Maintain Brand Consistency: At every level of marketing and advertising, whether your business location is in Phoenix, Gilbert, or Los Angeles, an absolute adherence to brand consistency and dependable messaging is crucial. Brand consistency must run across every platform, every piece of material, from your business cards to your website, your storefront to your Facebook page. It’s not just matching colors and textures, it’s consistent messaging – a consistent ideology across all campaigns.
- Find Something Relevant: Only choose a topic that is relevant to your audience and brand message. If you are a physician in Gilbert, you probably wouldn’t take on the topic of hurricane preparedness during hurricane season. It wouldn’t translate. What is your audience talking about? What is the local news talking about? What are your neighbors talking about? You’ll want to use information that is trending in your specific business community.
- Be Applicable: The topic of choice for your content marketing campaign must also be applicable – your target audience must be able to put the message into good use in some way.
The Blog in Content Marketing
Ok, now that you’ve chosen the best possible topic for your campaign to focus around, it’s time to talk blogging. As a journalism major, this is one of the more fun aspects of content marketing – taking a campaign topic and turning it into words; words that will educate, inform, and inspire readers to chose specific services or products over others. Creating this type of content is a form of advertising, but an element of advertising that is subtle, effective, and beautifully executed.
Writing a blog for a content marketing campaign takes skill, both SEO skill and writing skill. The blog is perfectly saturated with keywords to boost website SEO, appealing and relevant to all readers, formatted with both Google and the reader in mind, and invites the reader to proceed to the next step – purchasing or contacting the client.
- Keyword Saturation: Typical SEO optimized blogs will have a keyword saturation anywhere between 2 and 5 percent. I prefer to keep Linwright Design client blogs around 3.5 to 4 percent. However, the key point to remember when utilizing keyword saturation is to maintain a relevant voice throughout the blog. If you find yourself stuffing in a keyword here and there simply to meet the saturation percentage, you’ve lost your genuine voice and the audience will see right past it, bouncing off the site within seconds.
- Appealing Images: The right image will jump off the page at you, and it will do the same for your audience. Yes, you might have to spend some money at iStock to get that perfect image, but it will be worth it. Always shave at least one, many times two or three, beautiful images in your blogs. This is important not only visually for your readers, but for Google and social media sites as well. Don’t forget to optimize those images with html tags.
- Informative and Applicable: The blog must absolutely be applicable to your audience. Provide steps, bullet points, and outline of what the audience can do to better themselves. Give your audience something important to take away from the blog.
- Landing Page: This blog within this targeted Content Marketing campaign needs to essentially ask as a landing page, where new and unique visitors will stop on your page and take notice.
- Call to Action: Every single blog, no matter within the content marketing campaign or not, needs to have a call to action in order to be supremely effective. Don’t sell to your audience, but let them know that you have the solution to their problem or concern. Include contact information at the end of the post.
The Post in Content Marketing
From writing the most amazing blog you’ve ever written, to posting that blog on each and every social media profile you and your business has, the next step in our content marketing progression is the posting. I love this part! To be honest, I love every aspect of our content marketing methods because they work, and they work well.
The post in content marketing is all about turning heads on social media platforms, whether it’s Facebook, Twitter, Pinterest or Instagram – and yes, we will post your content on all of these networks if possible. It’s about having a conversation with your target audience, starting the engagement process, and choosing the perfect words to convey how important it is to read this specific blog.
Posting on social media platforms involves a great level of expertise, knowing what your target audience will engage with, the images that will grab them, the words that will touch them, and the days and times they are online. By consistently monitoring Facebook Insights (which, by the way, has just been updated) and utilizing tools such as Simply Measured and Woobox, we can determine the time, day and topics that will Reach the greatest audience and engage them.
Anyone can post a blog to Facebook, but only the specialists can post a blog that drives traffic and engagement.
The Promote in Content Marketing
This part truly is my favorite part of the Linwright Design content marketing process. Why? Because it involves such an in-depth understanding of the client’s target audience – something that takes genuine compassion for that target audience and a 6th sense for what that audience wants.
Linwright Design defines promotion through innovative social media posts and advertising.
- Social Media Posts – Any high school kid or college graduate can publish a Facebook status update attempting to direct Facebook users to your new blog. Write a few sentences, add the link and presto: done. Peace of cake, right? Not really. An effective social media post integrates the time of day, the day of the week, hashtags, business tagging, superbly crafted language, eye-catching custom image, call to action, and finally the URL to your new blog.
- Advertising – This is where it gets fun, where you can target a new mom, and new hone-owner, who is active, healthy, loves the outdoors, is a college graduate and makes over $75,000 who might also be interested in more information on baby health, allergies, pediatricians, and more. With a small budget, you can generate hundreds of new Likes, and with each new targeted, local Fan comes the opportunity to turn that Fan into a customer, client or patient.
This is How We Do It
That’s our process, and our tried and true progression from limited brand exposure to increased traffic and revenue. Give us a call for more information! 480-254-0145