A content marketing strategy is an essential component to having a successful site. Not having a plan in place prevents many companies from achieving their desired marketing results. More importantly, creating a haphazard plan can be a complete waste of time, where you target the wrong audience and write the wrong content.
The first step to developing a successful content strategy is to stop writing random content for your site. Stop writing short blog posts. Stop posting irrelevant news and calling it a day. When you write content just for the sake of creating content, you may not even be writing for your target demographic. It is critical that you focus your resources on strategic content strategies that outline topics and help you work toward crucial business development priorities.
Outline a custom content plan.
The next step is determining your firm’s overall business strategy and then creating a custom content plan that meets both short- and long-term goals. Some excellent questions to consider are:
• What areas does your company want to grow?
• Where are the best opportunities for growth?
• Who are your target clients?
• What are your ideal clients’ needs or issues?
• Where do those clients read online?
• How can you showcase your content to them?
Create detailed buyer personas.
Creating a buyer persona will help you have a fictional representation of your ideal client. Research your target persona demographics, which include:
• Job title
• Job responsibilities
• Experience with legal services
Consider the buying process.
You need to determine when your clients need your company’s services. Some services are apparent; for example, if someone is getting a divorce, they will need to hire a divorce attorney. I work with law firms on their content and marketing strategies. Continuing this example, let’s map out the process:
Step 1: Find consumers who don’t know they need your services.
Plant seeds in people’s heads. Most people don’t get married anticipating a divorce. However, if you plant a seed that your firm handles divorces, potential clients are more likely to remember your firm if they need to get divorced. Often, seeds grow into prosperous leads. When fostering leads in this critical stage, attract consumer attention by using keywords in your blog and social media content.
Step 2: Convert potential visitors.
Continuing the divorce example, this step is when the potential client is considering a divorce and looking for an attorney. This is an excellent stage to gain conversions. Incorporate easy-to-fill-out forms for information, calls to action and landing pages. Landing pages are separate from your website and allow you to tailor your SEO and keywords specifically for terms such as “child custody divorce lawyer in New York.”