Maybe it’s been a while since you have assessed your content marketing strategy, maybe your digital marketing plan has changed, maybe your brand has had a make over, or maybe you are looking to target a new market. Whatever the reason, content marketing plans can get stale. But, don’t worry; there are lots of ways you can freshen up your plan. With a little creativity and strategic thinking, you can implement some new ideas and find new ways to deliver your company’s message.
Examine Your Existing Plan
Before you make any changes to your content marketing plan, examine what you already have in place. If you don’t have a written out plan that includes your strategies and goals, now is a good time to write one. Try to determine what it is that is holding your plan back. Whether you are missing a key market or your current strategy is just plain boring, pinpoint what you need to change.
Analyze Keywords and Trends
A good place to start is by making sure you are targeting the keywords you want to rank for. Sometimes businesses start a content marketing plan without specific keywords in mind, and sometimes the keywords you want to rank for change over time. Also analyze current trends. You can use Google Trends to see what people are searching for. By using the “Explore Trends” section, you can filter keywords by country, time frame and even category.
Use your findings to adjust your content. For example, new keywords could mean a shift in content topics. Or, by finding ways to relate trending searches to your company you can create newsy, popular content that will appeal to your audience.Google Trends, and its filters, can help you discover trending searches.
Involve Your Audience or Influential Figures
One great way to breathe new life into your content marketing strategy is by involving your audience and other influential people. Let your audience help by holding contests or encouraging interaction. For example, you could have users submit ideas for t-shirts, then include those ideas in blog posts and social media content.
You can include influential people in your content strategy by accepting guest posts, doing podcasts with panel discussions or hosting a Twitter chat. The idea is to get some new perspective, but to maintain your message. By involving influential people, you’ll also be appealing to your audience in new ways, persuading them to use your product.
Involve Your Employees
You might be surprised to hear what employees outside your digital marketing team have to say about your messaging and target markets. Your employees each have a different view of your company, and some brush shoulders with your customers on a daily basis. Let your employees get involved in your content marketing strategy by having them contribute to your company blog or social media content. You can also get employee input by conducting brain-storming sessions and surveys, then tweaking your content marketing strategy to reflect your findings.Image courtesy of Maggie Smith / FreeDigitalPhotos.net
Make them Care
Sometimes it’s easy to get so involved in your branding and digital marketing that you assume everyone else cares about your company as much as you do. The whole idea behind your marketing strategy is to get people to take notice and to care about your brand. Reexamine your content and ask yourself if it sells your brand. If it’s boring content with a basic call to action, your audience probably isn’t responding, or even reading everything you publish.
Freshening up your content marketing plan can help give you new insight into your goals and can help you reconnect with a bored audience. Examine your existing plan, think keywords and trends and involve new people in your content marketing to add a new dimension to your strategy.