Previously we talked about the paradigm shift of traditional offline marketing towards online social marketing. To take it a step further, the recent trend with marketing has been geared towards content marketing. Maintaining a company blog is seen as an effective way of driving traffic and generating leads for businesses. The reason being, there is an increase of people researching and looking for information online, by providing consumers with relevant and interesting materials online, there is a higher chance of converting them into loyal customers. And also for the obvious, creating more high quality content will help to improve SEO (Search Engine Optimization) score with search engines and the higher the impressions, the higher the chances of converting them into paying customers.
So, now you are convinced and have decided to create and curate content via a blog for your startup, where do you get started? Here are some guidelines to help build your own content machine and editorial calendar to execute a successful content marketing strategy.
1. List out the possible content types/categories for your future posts
This is very important for a start, as it helps to steer the direction of your blog. Some questions to ask before making your selection includes: What kind of content interest your target audience? What information do they search for online?
2. Select a few categories applicable to the nature of your business
For example, for our new application Twinword Finder (A Chrome extension that helps to shorten research time by allowing advance semantic search), a couple of possible post candidates will be:
3. Create an editorial schedule, generate topics and keywords (for SEO) about posts you would like to write for each content type
Couldn’t emphasize enough on the importance of a sexy title and good choice of keyword tags. A good tool to utilize will be Google’s keyword planner tool. You don’t want to be naming your post “Managing types of content to post each week” when people are actually searching for “Managing an editorial calendar”.
4. Schedule your post accordingly
Plan in advance, allocate the number of post and type of content you want to share a week. E.g four posts a week, two How-to’s, one infographic and one company news.
5. Write, review and revise your post before you post
Lastly, remember to read, review and check your post for spelling and grammatical errors before you post!
Tip: Pace your post to allow sharing on social media throughout the week. Ensure that each piece of your post gets enough exposure. You spent lots of time generating those content, you want to make sure they get the well deserved impressions and also you want to keep your blog alive by posting religiously throughout the week.