Because traditional ads tend to get lost in the shuffle online, valuable content is an essential component of an effective marketing strategy. If you plan to base your marketing on content, first spend some time determining what, when, and where you’ll publish.
Focus on Your Audience’s Interests
For your online content to do its job of attracting your ideal clients and convincing them to work with you, it must be tailored to your audience’s needs. Aim to provide real benefits. Your content might get your readers up to speed on new construction trends, help them understand the differences between certain types of building material or explain complex regulations.
Start by creating content that addresses the most common questions you receive. Look at the content you’ve already published, too. Which blog posts have received the most comments and which social media posts see the most likes, shares, and replies? Use polls, surveys, and simple direct questions to ask your website visitors and email list readers what they want to learn more about. Invest in keyword research software to find the phrases your potential clients search for.
Develop a Publishing Plan
An effective marketing strategy demands consistency and that consistency is easier to maintain when you work from an editorial calendar. Create a calendar that covers your:
- Website
- Blog
- Email list
- And social media profiles
Be sure to also include a balanced mix of text, images, and video. Maximize your efforts by repurposing your content for different platforms. Your Instagram images can provide inspiration for a blog post. The information in that blog post can become the basis for a video.
Aim to plan at least three months ahead if not farther. That gives you time to develop seasonal content as well as content related to upcoming events. Using post scheduling software will save you time, but tailor your posts to each platform.
Valuable content is an excellent basis for an effective marketing strategy, but you’ll need to stay consistent and focus on your audience’s needs to get the best results.