Content MarketingSearch MarketingSocial Media & Influencer Marketing

Five Questions You Need To Answer When Optimizing Your Content Marketing Strategies

Off and on I notice that some social media pundits tell companies it doesn’t matter where they participate in social media, only that they actually do. Others argue the development of a social media strategy before ever starting.

There are five questions you need to ask yourself when creating content on the web:

  1. Where should the content be placed? – the platform on which you’re placing the content should be optimized for the target audience you wish to reach. If you’re trying to reach search engine users, utilize a platform optimized for search engines. Focus on networks catering to businesses if you’re trying to reach business-to-business users. If you want to provide high-quality video, put it on a platform that can serve it.
  2. How should the content be placed? – content drives traffic and, ultimately, business for your company. Putting your content with strong calls to action (CTA) relevant to driving sales is essential. If you’re writing a tweet and want to be retweeted, leave room beyond the character limit for more recipients or comments.
  3. What content should be placed? – content that is supposed to attract traffic virally may need to be edgier than content merely matching keywords for search engine acquisition (SEO). Content within an e-book should be less conversational and more structured. Content within a blog should be bulleted, with a representative image included and a casual writing style.
  4. When should the content be placed? – if your target is to attract people to an event, plan out ramping up content before, during, and after the event to promote it. If your target is a business audience, publish on the weekdays. Knowing when to post content can lift your conversions.
  5. How often should I place the content? – at times, repeating the message can increase overall conversions. Sometimes writing once a month on a specific topic can lead to improved acquisition rates rather than simply writing it once and stopping. Don’t be afraid to repeat yourself. Returning visitors forget (or need a reminder), and new visitors may not have seen the message before.

Dumping content out on the web without a strategy may get you some results but won’t optimize and fully leverage the work that you’re doing. It’s difficult enough to develop content that makes an impact – be sure to answer some questions on the content you’re writing instead of just dumping it.

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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