If you’re not yet convinced why you need a solid content marketing strategy for your site, you may want to take a close look at the image to the right. This graph is an evaluation of the effect of high quality content on building website traffic. You might also want to read this post on push vs. pull marketing.
In other words: content marketing is essential to your online success.
3 Elements of a Good Content Marketing Strategy
In my view, developing a clear and concise strategy for your pull marketing efforts relies on 3 essential factors.
Targeted vs. Relevant Content
The first factor to consider is to focus on targeted content rather than relevant content.
Most people recognize that you don’t just want to build up any traffic to your site, but relevant traffic isn’t enough. You need targeted traffic, which is actually much more specific than you might think.
For example, if you have a cloud storage service, you don’t simply want to engage anyone who is looking for information on cloud computing. You really want to target people who are looking to buy a cloud computing service.
Consider the following two types of page titles:
- How cloud computing works
- Best cloud computing companies
Both of these phrases would generate you relevant traffic, but the second one is clearly going to be far more targeted in terms of achieving your objectives and converting the user into a customer.
Consistency Over Time
Websites do not build sustainable traffic overnight.
A clear content marketing strategy thinks about website growth over time, with a minimum commitment of a year.
Ideally, you want to be thinking about your strategy in terms of a variety of phases, for example:
- First 50 pieces of content
- 51-200 pieces of content
- More than 200 pieces of content
How, exactly, you divide your phases is going to depend on your business, but the point is that you need to think about a clear process of evolution. Many times, this means focusing on a single specific area to begin, and gradually expanding over time.
Volume Needs Quality to Win
Finally, the last point to consider is that you need to find a balance between quality and volume.
Volume alone will not work. A large number of bad pieces of content may even damage your reputation and hurt your search engine results. Read more about content marketing tips.
Similarly, quality alone will not work. If you spend all of your budget developing a handful of extremely high quality materials, you will not reach the minimum content levels needed to achieve significant results. While those pieces of content can be helpful to your business in other ways (such as being the focus of an additional paid search or social media campaign), by themselves they are not enough.
Data shows that there seems to be a minimum threshold around 50 posts, and another around the 200 post mark, with exponential increases really kicking in above the 200 post level. Given that knowledge, what’s your strategy and timeline to get there?
Applying Content Strategy to Affiliate Marketing
If you’re working with an affiliate marketing website, these factors involved in a good content marketing strategy are absolutely essential to the long term health and profitability of your site.
If you’re looking to find more information on how to combine affiliate marketing approaches with solid content strategy development, I suggest you sign up for these free classes to learn more.