Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about how to make sure your content strategy is “fit.”
I wouldn’t call myself a fitness nut, although I probably was at one point in time. Right now, I’m just getting back into taking care of myself after suffering a rough winter, and I’ve noticed I’m not alone. Whether it’s because of the holidays or all the layers we wore during the Polar Vortex here in Chicago, I think most of us tend to get lazy about taking care of ourselves in the colder months. Then spring rolls around and we all see advertisements for gym memberships, fitness classes and diet regimens, warning us that beach season is just around the corner and are we ready for swimsuit season?
This year, I’ve decided I couldn’t care less what my body looks like. I’m interested in getting healthy again and that’s my only motivation for getting back to working out and eating my veggies. But as with everything else in life, I tend to wonder how it relates to content marketing. So, this week I want to know if your content strategy is “fit,” and if not, to give you some tips on how to get it ready for swimsuit season.
Your website should be the core of your content strategy. Just like we use our abs and lower back literally every time we move, every time we make a content strategy move, our website is doing most of the heavy lifting. When people find you on social media, they go to your website to learn more about you. When someone refers them to you, they head to your website to check you out for themselves. When someone finds you on Google, it’s your website that will come up first.
So, just like maintaining a strong core is necessary for maintaining a strong, fit body that won’t fall easily, maintaining a strong website is imperative to holding up your content strategy. So, make sure all your pages are the right length and full of (but not stuffed with) relevant keywords.
Working on your blog is like leg day. While your website landing pages are the core of your content strategy, your blog does most of the rest of the work, helping to boost your authority and your SEO rankings by giving you more opportunities to create valuable content with relevant keywords. You could say the blog does most of the heavy lifting when it comes to helping you reach your content marketing goals.
And just like your legs carry you around everywhere, your blog can also help carry you all over the internet by giving you material to share on social media, in your newsletter, and in videos, so when you think “leg day,” think “blog day.”
3) Social Media and Newsletter
I think working on your social media and newsletter are like working on your upper body, because when these aspects of your content strategy are strong, they allow you to reach out to people and deliver your content to your targeted audience like a waiter carrying a tray full of food to the right table. Just like people get annoyed if they get the wrong meal delivered to them, they’ll be equally annoyed if the wrong content lands in front of them, so making sure your content gets in front of the right people is a key component of any content strategy and a solid social media and newsletter strategy can help you do just that.
4) The Tools
These days, we have a tool to measure everything. Whether you use a pedometer to measure your steps, a fitbit or AppleWatch to measure your heart rate, a special scale to measure your body fat percentage, or all of the above, plenty of people love having the right tools to show them how they’re making progress on their fitness journey. Personally, I love my fitbit, even though I know it sometimes lies to me or misses some things. It’s still a great indicator of how much I’m moving, how well I’m sleeping, and what I could be doing better.
When it comes to measuring your content strategy, I’ve listed some of my favorite tools before, but I’ll list them here again:
There are a variety of tools you can use for keyword research, but my favorite is Ubersuggest;
CoSchedule’s Headline Analyzer to make sure my headlines are catchy;
SEMrush for just about everything. Ubersuggest and CoSchedule’s Headline Analyzer are both free, which is why I love using them. SEMrush requires a monthly subscription, and it’s not cheap, but it’s worth every penny;
Mailchimp for keeping up with subscribers. Mailchimp has taken some heat lately for changing their policies in a way that could mean some people get charged more than they were getting charged before, but on the flip side, Mailchimp has also been working hard to add more features, including landing pages, analyses, and email retargeting options to help you reconnect with lapsed followers, so it’s not like they’re not providing value for those price hikes.
Buffer for social media scheduling. I tend to prefer Buffer over Hootsuite, but it’s not a strong preference. Both let you schedule social media posts on a variety of channels days in advance so I can take care of all my social media marketing for the week in a few hours. They also provide analyses to let you know how effective your social media marketing strategy is. Hootsuite also has a great blog with lots of great analyses and tips to help you level up your social media strategy.
Of course, there are other aspects of content marketing that didn’t get included here, including books and lead magnets, and while those are great to have, and can absolutely help build your authority and online visibility, I’d still say that website content, blogging, and social media and newsletters are the three core aspects of any content strategy. If you disagree, I’d be happy to hear your thoughts.
If you like what you see here, you can sign up for my newsletter at the top of this page to make sure you never miss an update. If you’re ready to ditch the DIY and see how a professional can help you level up your content, let’s chat.