In a market as competitive as currently, a good product or service is not enough for startups to achieve the expected results. Therefore, it is necessary to position oneself in the mind of potential clients. For which reason the work done on building a solid and prestigious brand will be vital. In this regard, content marketing is a very profitable way to generate lasting relationships with our target audience. Good content therefore helps to generate a considerable quantity of web traffic. It can also make the user revisit the website, which increases the probability of sales occurring.
However, in order for your strategy to be really effective, you should consider some of the following key points.
“Content marketing is a very profitable way to generate lasting relationships with our target audience”
Define your goals
The content that enables us to position our brand will vary depending on our particular goals and on our target audience. It will therefore be necessary to define who our buyer is exactly. We can then get to know as much as possible about potential clients. We will thereby be able to fully understand their needs and to generate content that is well aligned with them.
If content is published only on an infrequent basis, it will be difficult to create a faithful audience. However, if we publish highly valuable content on our blog two to three times a week, we could well see an exponential increase in our readership.
At this point, the key will be our capacity for periodically generating original and relevant content for our target audience.
“At this point, the key will be our capacity for periodically generating original and relevant content for our target audience”
Study your competition
We probably won’t be the first in the industry to have gone for content marketing. So we must know exactly what the competition is doing. We must be able to analyse what their strengths and weaknesses are. Once we have this knowledge to hand, we’ll know what the best ways to differentiate ourselves from them are. We must take advantage of the mistakes that the competition are committing in order to turn them into differentiating elements in our favour.
There are a variety of tools that we can use for this job. From the most basic, such as Google Alerts or Alexa, to more powerful applications for analysing the SEO positioning of our site. Also those of our competitors, such as Semrush, Moz, Screamng Frog, Woorank or Majestic, among many others.
“We must take advantage of the mistakes that the competition are committing, in order to turn them into differentiating elements in our favour”
That which is not measured cannot be improved
The results of our content publications must be measured. If we find we have content that has achieved very good results, we can continue to work along the same lines and promote it to the maximum degree possible.
So, re-launching the best we have can be a great help in reaching our public all over again. Also potentially expanding the audience overall.
Commitment to responsive design
The increasing use of smartphones or other mobile devices is unstoppable. We must design content so that it can be viewed from any type of device. In that way we’ll be able to increase the number of readers. We can also make it easier for our content to be shared, which can potentially help it to go viral.
Publish content other than your startup blog. Taking part in other blogs in your sector and even in those sectors usually considered outside of your own, is another great way to increase the numbers of people who are getting your message.
With the use of these keys, our strategy will be given an important qualitative leap, will improve visibility, strengthen the brand considerably and can eventually be translated into the acquisition of new customers.