Content Planning Part 2: The How
Growth., Inbound. - 6 minute read
Growth., Inbound. - 6 minute read
Once your marketing goals are set, it’s time to define your audience. Who’s buying your product, and how can you speak to them in a way that connects? To figure this out, develop buyer personas by drawing up the stereotypical profile of an average user. The elements you include in your profiles may range from the practical (i.e. What industry do they work in? What is their job title?) to the personal (How old are they? How do they get new information daily? What is their background?) But most importantly, they’ll provide the human touch and nuance you need to properly direct your content and messaging.
With your goals and audiences in mind, you can start building a tangible strategy. Which inbound marketing tools will be most effective for you? Here are three essential elements to consider when developing your marketing plan: content strategy, conversion paths, and technology – but that’s just the beginning. We talk about each of these elements in more depth in our Inbound Marketing Resource. It’s available free for download on our site, but in the meantime, here’s a quick summary of the top three.
A website is a large and very important project, and it takes time to build correctly, but inbound marketing is time-sensitive, and it’s important to get started as soon as possible. That’s why we always start off with a smaller site, what we call a launchpad website. A launchpad website allows you to start collecting conversion data and tested insights from your customers using just a few carefully crafted webpages. The most important things you need to keep in mind when building your first launchpad website are: a professional design, ease of navigation, SEO, mobile responsiveness, lead generation optimization, cross-browser compatibility, and a blog or resources page that will allow you to publish content. When you’re choosing a partner or assembling a team for the project, we recommend you make sure to have all these bases covered before you start working.
Once you’ve got that site up and running, it’s time to start populating it with rich and – most importantly – targeted content. In order to establish yourself as an industry leader or authority, use blogging, social media, premium content, and external content creation to get the word out about your specific expertise. In our Inbound Marketing Guide, we talk more extensively about how to use each of these pathways to build trust and interest in your brand, all the while creating useful content that highlights the benefits without falling into aggressive self-promotion.
If your content is strong enough, you may be lucky enough to see it spread organically within your industry or your community. But no matter what, you’re going to have to find a way to boost viewership to really make that content work for you. We recommend using a combination of social media, industry forums and communities, PPC or paid advertising, and email marketing to directly connect your audiences with the targeted content you’ve carefully created just for them. There are many more ways to promote content, but whatever strategy you choose, make sure that you’re reaching out with a helpful hand, not spamming audiences with unwanted bragging.
As you’re creating your new launchpad website and populating it with content, it’s important to have all of your analytics tools set up and gathering data. In order to promote the content and get new users on your site, that early data will prove to be a real goldmine for your first frays into inbound marketing. Using these analytics, you can start A/B testing your content, design, and outreach strategies to narrow down your best approach. This is the information that you’ll use to build your fully loaded and optimized website, so that you know it’ll be effective at every touchpoint. Luckily there are plenty of tools on the market to help you access the data you need, and companies like Hubspot, Usertesting, Hotjar, and Google Analytics provide broad access and simple training tools to help you make the most of these high-powered analytics tools.
If you think your organization needs help implementing this process and creating stellar content that connects, Flying Saucer Studio would like to help.
Schedule a time to chat about your business and it’s goals, and we’ll help you uncover some great stories and content ideas that will take you one step closer to the company you want to be.