3 keys for a successful content marketing campaign
2. Create a targeted and consistent blog.
The purpose of your blog should be to connect with and engage readers by providing value to them through relevant content. After all, when readers like the information you provide, they are more apt to return to your site and ultimately purchase what you offer. The key is being able to provide usable content for all the personas you’ve identified.
Staying with the “women age 35-50 with kids” example, you may write a narrative blog entitled “The Best Toy I Ever Purchased” to reach the stay-at-home mom persona, and the next day you may write a technical blog entitled “The Safest Way to Clean Electronic Toys” to reach the working mom persona. Each blog would have a different tone based on the persona you’re targeting.
In addition to providing relevant content, being consistent in your blogging activity is important. Whether you post something daily, three times a week, or four times a month will depend on the topic and your readers. The key is keeping your schedule consistent—doing the same number of posts every week. Posting a blog every day for a month and then not doing anything for two months can hurt your SEO efforts. For most businesses, doing two to three blog posts per week is sufficient.
3. Concentrate on engaging your audience.
Engaging your audience means getting them to share your information with others via their social media channels, comment on your blog posts to create conversations, or click to your marketing pages to learn more and ultimately make a purchase decision. It’s about getting your readers to take some sort of action without pressuring them to do so.
Today’s readers don’t want to feel pressured to do anything. So the engagement needs to be natural. Even the search engines have changed their search algorithms to make the results more innate based on what a user would naturally do. Therefore, putting a link within your blog post to a page on your site that’s related to a product you’re talking about is totally fine and recommended. Someone would naturally click on that page since they’re reading a post about the topic. But putting in eight different links with optimized anchor text that either all go to the same page or to one specific product is the epitome of putting pressure on a reader.
Additionally, when you keep the focus on engagement and categorize your blog posts correctly, your posts can show when someone is looking at your products. In other words, if someone is shopping and comes across your product, they can see that you wrote a blog post about the product and click on it to learn more information, which can then influence their buying decision.