WSI Internet Franchise Blog

This is the last post in our series where I discuss the importance of Blogging, Social Media and Content Marketing as a means for developing your business on the Internet.

Content Marketing Strategy

The development of a content strategy is the foundation for any digital marketing campaign. Content will connect you with targeted visitors enabling you to interact and ultimately convert them into a follower or a customer. Content is what connects you with the search engines as they index and classify your message.

All forms of media require a content strategy to reach your targeted audience to whom you can communicate your message. The more diversified your campaign is, the more important it is to develop a unified content strategy.

You marketing campaigns should look at blogging, websites, social media, video postings, press releases, article marketing, email and traditional media. They all reach different audience niches and communicate in different ways.

Content should always be developed for two audiences; your visitors and the search engines. Search engines help to attract readers and are your best source of website traffic. Once the visitor arrives you need to keep them engaged and provide valuable information to guide them toward your goals.

What should a content marketing strategy include?

Purpose and Message

This is not just what you are trying to broadcast and communicate. It is your values, voice, tone and legal regulatory concerns. What are your business requirements, branding, communication and conversion goals?

Demographics

Always segment your target market into specific groups with specific needs. This will help you to visualize how to best communicate and reach each niche separately. Determine what topics and answers your readers are looking for? Once you know this it is easy to workout what content you should provide.

Distribution

Select the mix of content channels that will reach your audience. Each content channel will have a different purpose and will reach a different demographic. Blogs and social media channels are meant to be informational and branding while websites are expected to sell and promote.

SEO

Always plan your keywords and linking strategies to promote your website or blog. Integrate video and images into your plan. Links from social media are especially powerful in driving organic rankings. Your organic Search Engine Optimization (SEO) efforts will be much more effective if you apply optimization across all media channels.

Well this is the end of our series and I would welcome any comments on your experience in using blogs to promote your business online.

Learn more about how your business can gain brand visibility across the Internet with a customized content marketing strategy.