4 Tips For a Successful Content Marketing Strategy

Published on 7th October 2020

This insight post is a summary of the original blog post authored by Alexander Hencel from HBI Helga Bailey GmbH – International PR & MarCom. View the original post: Four tips for a Successful Content Marketing Strategy.

We’re surrounded by a sea of content, so how can you make yours stand out? One of the most important things is making sure that your content appeals to your visitors. 

Content marketing serves as an umbrella term for a vast range of activities. Your content marketing strategy and approach will change based on your goal.

The three main areas of content marketing include:

  • Content for traffic generation – increases attention, strong competition for keywords
  • Content that emphasizes the strengths of the company – hard to imitate, highlights the Thought Leader position
  • Content for lead generation – customized for interested users with a focus on forms and call to-actions

Keep some of these tips in mind to create a content strategy that will help achieve your goal(s).

Keyword research and creation of topic clusters

Content is the sum of text and graphics that make a website interesting in terms of its composition. This includes single subpages on the homepage, but also blog posts and pillar pages on general topics. If you already have the content developed, that’s great! Start there and figure out what you can revise, update, or delete depending on its relevance.

If you’re unsure if your content is still relevant, do some keyword research. A keyword that is in particularly high demand is the superordinate topic (pillar page), this needs sub-topics with less strong hits (traffic and lead content). These elements provide the framework but make sure that you’re creatively adding it to align with the company. 

Turn contacts into leads through call-to-actions

Once the content is created, it can then be enriched with calls for further actions along the customer journey.  It’s important that your CTA stands out on the page, it should be clearly and visibly distinguished from the plain text. CTA’s can be used to get people to contact you, subscribe to a newsletter, etc.

For the remaining two tips on how to develop a successful content marketing strategy, visit the full blog post on Success Content Marketing Strategy.  You can also find more content marketing insights from Worldcom partners.

Founded over 30 years ago in Munich, HBI Helga Bailey GmbH – International PR & MarCom has established itself as one of the most dynamic and innovative technology agencies in Germany. Time and again, it has delivered exceptional results for all types of companies – from start-ups to multinational corporations, many of whom have been clients for almost a decade. HBI’s consultants stand out with their passion for technology and are at home with enterprise software, telecoms and industrial automation as well as with medical devices and consumer electronics. HBI specializes in integrated communication, spanning classic and digital PR, consulting and training as well as marketing and event services.

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