7 Tips For Getting the Most From Your Content Marketing Strategy | Strategic Websites Philadelphia, PA

Platforms come and go, but the content remains. For example, take the Michelin Guide. Originally created to help the Michelin company sell tires, the guidebook has survived multiple decades and publishing formats. All while still driving people back to Michelin tires. 

Though what types of content you’ll want to push are shifting slightly (which we’ll cover later on), content marketing will continue to be one of the most important marketing avenues for small businesses to pursue in 2022. With the exposure available through digital platforms today, content published by smaller companies can have just as much reach potential as larger companies. So, if you want your website’s SEO to be competitive in your market, you’ll have to stay on top of your content marketing strategy. 

How you’ll actually run your content marketing strategy will vary depending on your industry and goals. However, a few trends, guidelines, and principles work irrespective of company size or what you’re selling. 

This article will cover 7 content marketing strategy tips that will help you maximize your marketing efforts and grow your business. 

Tip 1: Embrace Video

Hubspot predicts that in 2022, the short-form video will reign supreme. Why short-form video content? Wistia analyzed more than 42 million videos and discovered that short-form content had the highest engagement. 

Video of all kinds is on the rise. Since 2018 the amount of videos watched per person has doubled. Companies have embraced the demand for content in video form, creating video content on Facebook Live, TikTok, YouTube, or other platforms. 

If you’re not already publishing video content, you need to start ASAP. Surveys suggest that 33% of marketers plan to begin publishing short-form video content for the first time in 2022. 

Tip 2: Test Everything

If you’re still guessing about what works and doesn’t with your audience, 2022 is the year to stop that bad habit. In the past, many marketers worked primarily on instinct, relying on focus groups that didn’t always accurately predict success rates. Today, marketing teams have access to exhaustive data reports on every aspect of a campaign. 

One of the best ways to test and measure what works best for your audience is A/B testing. This testing method is an excellent way to try out new features, pages, or even styles of content. Instead of waffling between two choices, you can run them both and determine which one performs better. Best of all, it works with everything from call-to-action buttons to images, headlines, and more. 

Testing is crucial because audiences can be unpredictable. Certain industries will run contrary to current best practices. For example, it’s typically considered a best practice to run social proofs like listing how many thousands of satisfied customers you’ve helped. But if your customer wants to feel unique or outside of the norm, those social proofs could drive them away from purchasing. 

Tip 3: Personalize Your Content

Customers have always loved feeling special. But this wasn’t always easy to take advantage of in the past. Striking a balance between a campaign that speaks to the masses and still delivers a message that feels personal was a tricky balancing act that few could get right. 

Today, digital marketing platforms allow marketers to divide and segment their customers into groups like never before. You can segment your content based on data like when people are entering your funnel, where they first clicked on your links, or even where they’re located in the country. 

You can even personalize your customer’s experience on your website. You could show them different pages based on how many times they’ve visited or what they’ve clicked on in the past. Personalizing your content will help build loyalty and increase their engagement with your brand. In fact, customers are increasingly expecting a personalized experience. Almost ¾ of customers say they feel frustrated when content isn’t personalized. 

Tip 4: Make Your Content Engaging

When many people think of content, their minds first go to long-form blog content or articles. However, thanks to digital technologies, we don’t have to simply talk at our customers anymore. We can also use our content to engage with our audiences. 

Interactive content like quizzes, polls, and surveys is more likely to be shared by your audience with others. Not only does it boost engagement, but running polls and quizzes can provide valuable insights about your customers. 

If you don’t know where to start, consider your target audience. Think about what questions they might have about your product or what searches they might be running, and build your interactive content around what you come up with. As you get to know your audience better, you can easily create engaging quizzes they’ll love and share. 

Tip 5: Use Social Proofs

Customer testimonials and case studies will always be among the most essential marketing tools available to businesses. Your customers love hearing that others are happy with your product or service. 9 out of 10 customers trust another customer over the business saying the same thing.  

If you don’t already have a stockpile of testimonials, begin gathering them immediately. Bonus points if you can get video testimonials to further humanize the messaging. 

It’s up to you how and when you use them (remember our example from the A/B testing). You might choose to include them on your social media channels, in your email marketing campaigns, or directly on your website. 

Tip 6: Create More Visuals

Your customers are flooded with information from every source imaginable. Virtually anything your customers are searching, interacting with, or enjoying will push its content to your customer’s feeds. Making it harder and harder to cut through the noise. 

The content displayed visually is more easily digested by your customers. One of the most effective forms of visual content is the infographic. They’re also one of the most shared forms of content, helping to increase the reach of your content. 

On social media platforms, visual content is a must. A great visual is more likely to cause someone to stop their scrolling than a wall of text. 

If you don’t have a great designer on your team, you might consider outsourcing your design needs or utilizing an easy-to-use program like Canva. 

Tip 7: Concentrate on Local SEO Content

Trying to compete against all the websites in the world is a tall order for a small business. Before tackling the worldwide market, it’s best to start your website SEO efforts in your local market. You can reap greater rewards with fewer resources. 

Local SEO is a growing trend that cannot be ignored. More and more Google searches have a localized intent, increasing by 150% in the past two years. 

Focusing on local SEO also allows you to accomplish some of the previous tips more easily. You can personalize your content because you should know your local market well. Also, social proofs work better when you get a trusted local personality to endorse your brand or product. 

In Conclusion

Content has always been king, but having an effective content marketing strategy is more critical than ever. Knowing where to target your content and what types of content to produce helps you cut through the noise and reach your customers. To be effective, you’ll need to understand current trends and best practices, but you’ll also need to know when it’s better to break the rules and chart your own path. 

If you’re struggling to manage your content marketing strategy, publish content regularly, or anything else discussed here today, we’re here to help. 

Please contact us today if you have any questions or need help with your content marketing strategy.

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