Opinions expressed by Entrepreneur contributors are their own.
Businesses of all sizes in every industry have continued to experience a paradigm shift on all fronts, which won’t change anytime soon. From adopting and maximizing the use of technology to improve business operations to building and nurturing business relationships with customers, it is no longer the playing field the business world has been used to.
One staple that tops the list of this paradigm shift is the infinite demand for content as a driver of business growth. Have we already entered a new era of business where content is the center of gravity and the final piece in the jigsaw of business?
Triggering a change in the narrative
If there is one word that best describes the direction the business world has geared towards with content, it would be “revolutionary.” For years, the role of content in business has been underrated and relegated to the bottom despite its significant role in business growth. It didn’t take long for its status to change after the advent of the pandemic took a heavy toll on our way of life and how we do business. The pandemic’s devastating impact hit hard on businesses forcing many to close their doors, cut back on operations, lay off employees and cause revenue to plummet.
With survival and adapting to the new normal on the cards, businesses had one choice left, and it was to adapt innovatively with content marketing. Investing in digital transformation and focusing on customer retention became a necessity, and content was the wheels to drive it. Within weeks and months, what would have seemed like all hopes had been lost came alive once again as businesses began to maximize content. According to a report by World Bank, 34% of firms increased the use of the internet, social media and digital platforms to drive growth and revenue.
Related: 4 Tips for a Successful Content Strategy
Why every business needs content strategy
It should not come as a surprise that content is the goldmine of the business world, which is why having a content strategy is a critical component of any digital marketing plan. With our way of life altered, launching us into the new normal and increasing our dependence on the internet for daily activities, you would be shooting your business in the foot if you are not making the most of your online presence.
Content strategy can be described as the process of creating and managing content. While the importance of content is often overlooked, your business would just be creating content without context or purpose when there is no strategy in place.
Businesses need a content strategy to drive growth and increase revenue while at the same time allowing companies to understand better their customers and what they are looking for. When correctly done and executed, a content strategy helps your business focus its content marketing efforts on the most effective channels and tactics, yielding results.
With content at the forefront of all forms of online marketing efforts, it is important to pay close attention to developing effective strategies for leveraging content to boost brand visibility, save money, time and drive traffic to your product or services. Some key areas that should be considered when developing a content strategy that can be maximized with technology to drive your business include:
1. Identifying and understanding your target audience
One of the first steps in developing a successful content strategy is identifying and understanding your target audience. It involves gaining a deep understanding of who they are and their needs and wants. Once you have a firm grasp of your target audience, you can begin developing content specifically tailored to them. It is important to remember that not all content will appeal equally to all audiences, so it is important to segment your content accordingly.
In developing an effective content strategy for your business, working with a team of experienced marketing professionals who can help you create the suitable types of effective and engaging content for your target audience is an advantage.
Related: How to Craft a Content-Marketing Strategy That Works
2. Creating engaging and compelling content
Another key element of a successful content strategy for technology is creating high-quality, engaging content that truly speaks to your audience. Write with your audience in mind. Know who you are trying to reach with your content and what interests them. Channel your content to answer those questions they are having. With these vital components in mind, it becomes easier to write and tailor your content accordingly using a mix of multimedia content, including articles, infographics, videos and more.
3. Optimizing your content for search engines
Optimizing your content for keyword research on search engines is important in structuring your content strategy. Achieving this requires identifying the keywords your target audience is looking for and then creating content based on these keywords. Additionally, consider using SEO tools such as Google Search Console, SEMrush or other alternatives to help you identify the most relevant keywords and phrases. Another important tip to keep in mind is always to ensure the keyword or phrase are used in your title and headings, as these are the elements that search engines primarily look at when determining how well your content will rank.
4. Leveraging social media platforms to promote your content
Promoting your content is essential to driving traffic and generating leads. You can reach a wider audience, build relationships with potential customers and drive traffic back to your website or blog by leveraging social media platforms. Before you start promoting your content, it’s necessary to take some time to research which social media platforms your target audience is using.
The beauty of leveraging social media is optimizing your posts with hashtags and other features to engage and encourage interaction with other users. Social media ads can also be used to promote your content to a broader audience, helping you target specific demographics, interests and even locations.
The best part is that you can monitor your activity and results by tracking how many people are clicking on your links and how much traffic you’re driving back to your website. This will help fine-tune your content strategy and ensure that you’re getting the most out of it.
Related: Content and Content Marketing Are Not the Same. Here’s How to Frame the Top 11 Content Formats.
When you have the right strategy in place, it’s only a matter of time before you can see impressive results in boosting brand visibility and driving traffic to your site. Whether you are launching a new technology product or service or simply looking to promote and grow an existing business, investing in a strong content strategy is essential to achieving success with your content marketing.