Many businesses invest considerable time and resources in crafting elaborate content plans and marketing goals. Detailed spreadsheets and ambitious objectives are meticulously laid out, yet a critical question arises:
Are you actually taking action?
Despite the best-laid plans, the true measure of success lies in execution. If you find yourself falling short, it’s not too late to shift gears and not only catch up but also exceed your original goals.
Embracing the Reset Button
Analytics and customer feedback provide valuable insights into what’s working and what isn’t. Recognising areas for improvement is the first step in revitalising your content strategy.
Refocusing Your Marketing Message
Competition for attention is more fierce than ever. In today’s marketing landscape, it’s crucial to align your message with your ideal client’s needs, engage them, and maintain their attention.
Remember, your potential clients are not primarily interested in your products or services; they’re looking for solutions to their problems.
If your messaging can clearly articulate how you address and solve their issues, you’re on the path to success. It’s essential to keep your messaging focused on your audience, not on yourself.
Understanding your audience thoroughly will benefit your content strategy across the board. Knowing how to communicate with them and identify their trigger phrases will elevate your marketing efforts.
Optimising Your Website as a Content Hub
Your website is the cornerstone of your content strategy. It’s where you:
- Get found
- Build trust
- Educate
- Inform
- Nurture
- Convert
To achieve these goals, ensure your website includes:
• A Clear Promise: Highlight a promise above the fold on your homepage that addresses your visitors’ challenges.
• Call to Action: Guide visitors with a clear call to action, whether it’s requesting more information, scheduling a consultation, starting a free trial or downloading a free report.
• Video Content: Video has become a crucial element for small businesses, providing a personal touch and showcasing your story. A video sales letter that includes client testimonials can vastly improve conversion.
• Trust Elements: Incorporate trust-building elements like client logos or testimonials prominently on your homepage.
• Fresh Content: Keep your website content updated with regular blog posts and content upgrades that offer premium content in exchange for contact information.
• Core Services: Provide concise descriptions and images of your core services on your homepage, linking to detailed service pages for added SEO value.
Developing a Lead Generation Content Plan
A structured plan is essential for effective lead generation. Consider creating monthly themes related to your audience’s industry or pain points, each representing a significant keyword search term. Think of these themes as chapters in a book that will form a comprehensive body of work by year-end.
Use content upgrades to convert readers into leads and personalise your content to establish a connection with your audience. Additionally. repurposing existing content and sharing relevant external content on your social platforms will also add value. Create a flywheel of attracting visitors to your website where you can control the content.
Outsourcing Your Content Creation
Evidently, many business leaders understand the importance of content marketing but struggle to prioritise it amidst a packed calendar, an operations team focused on their core skills, and a small, overstretched marketing team. You might not even have a marketing team – many smaller businesses rely on generalists to execute everything from advertising to retention to sales.
You and your team members’ most valuable asset is time. If content marketing feels like a drag on resources, it’s perfectly acceptable to invest in external resources that understand your business and the critical role of content. With a range of solutions available, from platforms and AI to specialised teams like Unio Growth Partners, the key is to take action and find the right support to bring your content strategy to life.
The Quick Takeaway
It’s never too late to revamp your content strategy. By refocusing your marketing message, optimising your website, developing a lead generation plan, and outsourcing content creation, you can get back on track and achieve your goals. Keep tracking progress and revising your strategy as needed for continued success.
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If you liked this article, check out our Guide to Content Marketing
