Ready To Win At Online Content Marketing? Don’t let the jargon deceive
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Ready to win at Online Content Marketing?

Don’t let the jargon deceive you — it’s easier than you think!

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As much as you think that you know online media, there’s much more to it than adding filters and uploading images. Yes, that’s important, but so are the other fundamentals. You could be a blogger who’s trying to monetize great content or a business that’s aiming to sell products online, yet the basics of digital media remain the same for anyone.

The bad news is it’s not easy to get this right in a cluttered world like ours. According to Lyfe Marketing, only 41% of B2C businesses can say they’ve had any success, and 9% of B2B businesses say that they’ve been “very successful” with online content marketing. Nonetheless, the great news is that with the following steps ticked off, you will have less to worry about.

  1. Figure out who you are talking to.

Let’s say you run a fashion blog and define your audience as “22-year-olds with great taste in fashion”. It doesn’t answer questions on the type of fashion they’re into, level of modesty or spending power, and most importantly, how they feel about everything related to style. By doing your research through surveys and Google Analytics and creating a customer persona, you truly connect with a certain group of audience. This will not only help you save time, but also share content that serves a purpose.

If you’re stuck defining your target audience, start by asking why you want to publish content. As a fashion blogger, if you want to start making big bucks right away, you’ve got to find out the most profitable target audience and cater to it. But, if you want to post about what represents you, cater to a niche, and then gradually monetize your content.

  1. Pick Your Channels

Once you know your tribe, identify the channels they’re active on. That way, you’re directing the content right at them. Different channels are used for different purposes; for instance, the girls you target through your fashion blog might be on Facebook, but won’t be looking for fashion advice on it. They might prefer Instagram for style inspo, YouTube videos to learn style hacks, and Facebook for merely stalking purposes.

  1. Set Goals For Each Of The Channels

Set realistic, yet big goals since the online content market is quite dynamic. Keep all eyes on bigger Returns on Investment (ROI) and make it a point to monitor them at frequent intervals to make sure that you’re heading the right way.

Here are some frequently asked questions answered by Azara Lantra, Content Strategist at Surge Global.

  1. What is “SEO”, really?

SEO stands for Search Engine Optimization and, in simpler words, it is the process of driving traffic to your website through organic search results. When this word is searched for, your site will show up on the first page.   

Deciding on that specific keyword requires understanding your audience. For instance, if your topic is about nightwear choices in February, then your keyword shouldn’t be “nightwear”. Here’s why: It’s highly competitive as other websites are probably targeting the same keyword, and also because the intent behind it isn’t clear. Instead, think about how your audience would actually be searching for nightwear if they’re actually going to make a purchase decision or interested in it. Think about it as if a real person is entering keywords into Google, and not like a machine. One possibility could be: “affordable and sexy night-wear to buy for Valentine’s Day”.

You can learn the backend of SEO through renowned sources like Niel Patel, Backlinko, and Copy Blogger, and you need stay up-to-date. One important part about SEO is selecting the right keyword, and there are online tools to help you like Google Keyword Planner and KWFinder. However, some people don’t use SEO and they’re fine. It depends on what works best for you. My favourite blogger (@best.dressed on IG) used her existing audience on Instagram to market her products, and she redirected them to the website to make the purchase so there was no need of any keyword there.

  1. What do I need to keep in mind when creating content?

Always write topics that would resonate well with a need in the target audience. Legibly present them, so it’s easy for anyone to read/skim even while on the go. If you’re into fashion writing, don’t just depend on text, instead use visuals, gifs or videos to create a fun and informative experience. That tone and structure will essentially work for a fashion blog catering to young girls. Once again it’s about figuring out your target audience. Once you’ve done that, it’s a matter of setting a structure and tone that would appeal to your viewers/readers.

Another way of creating great content is establishing authority in your particular field. To build authority, you’ve got to put out accurate information and cite credible sources that will give the reader zero doubts about what you’re saying.

  1. Should I post frequently to get more likes on social media?

Frequency depends on your objective and audience. Does your customer need more posts from you to remember you? Think about it. For example, a fashion blogger’s account would need frequent updates as they’d already see a lot of content from other fashion bloggers/clothing shops. These are brands you like to hear from and interact with on a daily basis. However, in the case of a premium bank, the target group may be extremely busy CEO’s who don’t want to be spammed with a lot of posts. In this case, limiting your posts and understanding what would be relevant to that target audience would help.

After an enlightening conversation with Azara, the ultimate takeaway was that once you know what your audience desires through research, the type of content and the way you manage it becomes that much easier!

online content marketing
BLACK HAT WORLD
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