Content is the lifeblood of any website. You can’t just fill your site with promotional brand collateral. That’s not what will get people excited about your brand.

If you want active, engaged, and loyal customers, you need to create a content strategy that will position your brand as an industry authority and trusted resource. And, a solid content strategy is the way to do this.

Creating a quality organic content strategy

Organic content will form an important part of your strategy. It builds trust and authenticity with your audience, encourages genuine engagement, enhances brand loyalty, and improves search engine rankings. According to Hubspot, companies that maintain a blog receive 55% more visitors than those that don’t. 

More than that, it allows your business to connect with your audience on a more personal level, which can lead to stronger relationships and long-term growth. Don’t take our word for it, though; Demand Metric states that companies with blogs produce an average of 67% more leads monthly than companies that don’t blog. 

So, how do you create an organic content strategy? 

You need to:

• Find your target audience and what they care about.
• Establish a brand voice that’s genuine, consistent, and defined.
• Publish content consistently to keep your audience engaged.
• Find out which channels are most important to your industry and audience.
• Determine what you want to achieve, e.g., more engagement or higher traffic.
• Optimise your website’s on-page elements for search engine visibility.
• Find out what you can share that is relevant to your industry, useful, entertaining, or engaging.

Enhancing your paid advertising efforts

While organic content is great at encouraging genuine engagement and improving search engine rankings, paid advertising can help your content reach the right people if targeted correctly.

According to Thinking With Google, digital ads can increase brand awareness by a whopping 80%, so by paying for increased visibility and engagement, you can reach a wider audience, drive traffic, and set and achieve specific marketing goals.

When creating a paid digital content strategy, you need to:

• Leverage customer data to strategically target your audience.
• Consistently test and optimise your ads based on the data you collect.
• Create clear, benefit-oriented content that resonates with your target personas.
• Ensure your paid advertising aligns with your broader marketing goals and campaigns.
• Create compelling messaging that not only attracts attention but offers something valuable.

Evaluating Your Content Strategies

You can’t just spray and pray with your content. You need to review your content performance to find out which pieces work best and why so you can repeat your successes.

Organic content

You can evaluate your organic content strategy by setting key performance indicators (KPIs) such as engagement, traffic, and conversion rates. They should track engagement by monitoring likes, shares, comments, and interactions on social media. You should also track and analyse your web traffic to see how much traffic your content drives towards your website.

Finally, measuring conversions, such as sign-ups, purchases, or downloads resulting from the content, is also crucial. This will show whether your efforts have paid off!

Paid content

A paid digital campaign strategy is only as good as the product or service you promote or the value you add. If your core campaign does not attract genuine attention and engage on a helpful and valuable level, your campaign will fail no matter how much ad spend you invest.

That’s why it’s important to evaluate your paid ad performance by setting targets based on your Click Through Rate (CTR), conversion rate, and Cost Per Conversion (CPC).

Your CTR can be calculated by dividing the total number of clicks an ad received by the total number of impressions it received. Your CPC, on the other hand, can be calculated by dividing the total amount you’ve spent by the number of conversions an ad generated.

Finally, your conversion rate is the money metric. It tells you how many people decided to click your ad and convert.

If you want to succeed these days, you need more than just a website; you need valuable content on that website!

If you want to find out more about how we can help with that, book a consultation with us. Otherwise, check out our Insights page for more insights like these.