content marketing Creating a content marketing strategy
for independent electrical retailers Content marketing can help to provide a long-term, cost-effective way of customer acquisition, engagement and retention, while also adding value to your brand, says OneAgency’s managing director, Mark Littlewood
monthly, quarterly and yearly goals from that.
Identify your pillar pages Pillar pages are the most important part of your website. They are your best products, favourite services, how to find your business, etc. These are the pages you want to generate the most traffic and rank highly on Google.
S
et your business on the path to becoming a thought leader with a
strong content marketing strategy. Having a strong content marketing strategy can enable that content to be found and ranked by Google, building its discovery, relevance, and authority to deliver results. While a successful content marketing strategy
can take a while to execute, the stats around it speak for themselves. These are the top steps independent electrical
retailers should follow when creating a strong content marketing strategy:
Identify your customers’ pain points Effective content highlights customers’ pain points and addresses them directly. By definition, a pain point is a persistent or recurring problem (as with a product or service) that frequently inconveniences or annoys customers. To find out what pain points your customers have, carry out a feedback survey, monitor social media interaction surrounding your business, speak to your sales team or read customer reviews.
Define how your business can solve them The better you know your customers, the more targeted your content can be. Once you have a clear understanding of your customers’ pain points, you need to look at how yours products or services can solve them. Start with the solutions that provide the most
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immediate benefit to your target market. By posting meaningful and relevant content for users on your website, you will not only improve your SEO ranking and website traffic, but also customer loyalty and trust.
Conduct keyword research for your content umbrella According to Moz, the first page of Google captures 71% of search traffic, so doing some keyword research before creating content can enable you to improve your Google ranking and engagement, helping users to find your content more easily on the web. Keyword research consists of finding the common search terms your audience is Googling. Once you know those top searches, you should
create a content umbrella. A content umbrella is a list of all the main keywords you want to target with content ideas around them. By taking one of the top searches, you can start to think around the subject, drawing a spider diagram of things that could be related.
Set SMART goals Do you want to increase the number of views on your articles, or the amount of interaction? Setting SMART goals – standing for specific, measurable, attainable, realistic and timebound – is important to analyse your content marketing strategy’s success. Note the starting point by looking at your current stats and analytics, and make achievable
Create cluster content Cluster content is anything that you can create to support and direct traffic to your pillar pages, thus improving the ranking. This could be blog posts, videos or guides. Cluster content – as with all content you create – should always consider on-page SEO. This means optimising your headlines to include keywords, refining metadata, and using backlinks to improve your article’s validity. Any images used should be named appropriately – remember, Google cannot see images, it can only tell what images are by the title you have given them.
Promote, promote, promote Building an audience is important for driving as much traffic to your website as possible, so the more places you can promote your content the better. Remember that in content marketing there is an 80/20 rule, which states you should spend 20% of your time creating content, and 80% promoting it. Good ways to do this include posting on social media and interacting with comments, sending out supporting emails and guest blogging.
Perform a content audit Old content is valuable – in fact, Hubspot found that 76% of their blog’s monthly page views is to old posts. To find out which of your existing content needs optimising, it’s worth doing a content audit to help you identify which pieces are performing best and what topics your audience best connects with, while also giving you insight into the posts that aren’t performing as well.
Need help getting started? OneAgency 01603 252555
www.onegency.co
July 2022
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