3 foundations of a stellar content marketing strategy

A lot goes into creating and implementing an effective content marketing strategy.

Keeping content fresh, interesting and engaging is important if you want readers coming back, but many components on different platforms can help guide audiences to more of your content and increase click-through rates.

Here are a few of those elements, broken down by platform, to help keep content reader-friendly, navigate your target audience and generate more leads. Whether you’re capturing leads through offers or raising awareness through blogging and social media, don’t miss out on simple opportunities to optimize what you create:

1. Start by blogging.

Blogging frequently drives traffic, improves SEO and fosters a connection with your target audience. Don’t forget these simple components to increase user-engagement and navigate blog visitors:

• Headline and headers. The headline is the first thing people see, so keep it catchy and concise. Headers organize and divide sections of the copy, helping readers quickly find what they’re looking for.
• Meta description . This brief summary of your blog post should include commonly searched keywords and phrases surrounding the blog topic. Google search automatically cuts off the description after 160 characters, so keep your description to the point.
• Hyperlinks and calls to action . Once someone has clicked to read your post, keep them clicking. You can navigate users on a blog post by including a reference and linking to older blog posts. In addition to links throughout the post, include a visual CTA for offers that will help capture leads or ask readers to join a subscription.
• Categories . If you haven’t already done so, create categories for your blog. Tag each post to help organize blog posts in the archive. If a potential customer clicks to read a blog about “blogging,” they’re probably interested in your other posts on that topic.
• Visuals. Use images to complement your post. Depending on the length, sprinkle in additional images and graphics that include stats or serve as an example.

2. Optimize your website’s landing pages and offers.

Guides, how-to columns, e-books, worksheets, metrics and trend reports—the list of content offers goes on and on. What do they have in common if you’re following a strategic inbound marketing campaign? They’re all available as gated content through landing pages.

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These content elements will encourage landing-page visitors to take action and move toward buying something:

• Headlines . Like your blog posts, the headline on a landing page should grab attention immediately and inform readers what the offer, product or service is about.
• Sub-headlines . These should use persuasive language and inform visitors why the offer will benefit them.
• Visuals. Pictures and graphics should be large and relevant to your offer. Step it up by creating a custom graphic that includes information about the offer.
• Form . The purpose of the landing page is to collect valuable information in return for your offer.
• Calls to action on the Thank You page . When someone has acted to receive your offer, offer more content. Some options to consider include linking to related blog posts to keep them clicking through the website or inserting another CTA for a related offer.

3. Share content on social media.

Once you’ve crafted optimized, must-read blog posts and landing pages, it’s time to share them online. Follow these tips:

• Spreading and differentiating catchy copy. Luckily, Facebook, Twitter and LinkedIn auto-populates the header and image; the downside is you can no longer use the same headline as that on the social media post. So be sure to use more attention-grabbing language in the copy of your social media post that’s different from your header.
• Tagging. If a person, organization or business is the subject of your blog, start tagging. Tag the business, their personal account and anyone else you may have mentioned or referenced. This will prompt them to share it with their network, getting more eyes on your blog.
• Hashtag. Before going on a hashtagging spree, type it into the social platform’s search box to see how popular it is. Chances are there are multiple variations of a hashtag you are trying to use, so go with the versions that have the most mentions.

Amanda Colocho is a PR pro at The Hodges Partnership. A version of this article originally appeared on the agency’s Gong Blog.

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