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      How to Create a Link Building Strategy


      Your website is not an island. While creating top-quality content is important, your website’s relationship with every other site on the vast sea of the internet is just as vital. You won’t get very far if no one is linking to your pages, and you can’t expect many people to do so without some effort on your part.

      Even if you can’t force people to link to your content (and you shouldn’t because your mama taught you better than that), you can take some simple steps to encourage other sites to send visitors your way.

      All it takes to generate quality links is a little careful planning and a few proven techniques.

      In this post, we’ll talk about why you need a fully-developed link building strategy. Then we’ll explore how to create one effectively. Let’s get going!

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      What Is Link Building (And Why Does It Matter)?

      Unless your website is very unusual, it’s going to contain a lot of links. Internal links point towards other pages on your own website, while external links point away from your site to other web pages. Having plenty of both is vital for your site’s User Experience (UX) and Search Engine Optimization (SEO).

      However, there’s another kind of link that should be on your radar as a website owner.

      Backlinks are links on other web pages that point towards your website. So if someone writes an article on their news site and includes a link to one of your blog posts, that’s a backlink.

       A blog post with multiple backlinks.

      Backlinks are just as important as the links you include on your own site because:

      • Links to your site improve your visibility, helping to familiarize people with your brand.
      • They also bring new visitors to your website, including those you might not have had an easy way to reach otherwise.
      • Google and other search engines view backlinks as a positive symbol — they indicate that others find your content useful and worth linking to. Therefore, having plenty of quality links to your site (from relevant websites with high domain authority) can improve your search engine rankings.

      There’s no doubt that the more people are linking to your site, the better. However, there is one big problem when it comes to backlinks — you rarely control them. This means you’ll need to engage in some link building or take steps to increase the number of backlinks pointing your way.

      Doing that isn’t always easy.

      There’s a lot of content for people to link to and they may not even know about yours. So you’re most likely to succeed if you can put together a comprehensive, well-thought-out link building strategy.

      The Dos and Don’ts of Link Building

      In a moment, we’ll walk you through the process of putting together your link building strategy and successfully executing it. First, however, it’s important to cover some basics.

      For example, there are things you’ll want to avoid (like the plague) while conducting your link building efforts. These include:

      • Avoid paying people to include your links on their sites. That’s generally considered unethical, and if Google finds out you’re doing it, you’ll be penalized severely.
      • Don’t mislead people about your links in an effort to get them featured. This is likely to backfire on you — if people click on a link leading to your site but find out that your content isn’t relevant to them, they’re just going to leave.
      • Never spam other people’s sites with your links manually. It can be tempting to add links to your site’s content to as many other websites as possible. However, doing this too much can harm your credibility and get a lot of your links reported as spam.
      • Opt out of link directories and link exchange schemes. These are shady techniques developed to get a lot of links into the public quickly — like the above methods, they can backfire and get the attention of Google (and not in a good way).
      • Familiarize yourself with “black hat” link building techniques and don’t use them. This mostly means trying to get “hidden” links on pages by cloaking them, making them hard to see, or even hacking directly into other sites. Pretty gross, right?

      Some of these are obviously bad ideas, while others (such as link exchanges) might initially seem smart until you learn more about them. None are worth the risks involved.

      So what should you do? We’ll go into more detail shortly, but let’s lay the groundwork with these link building “dos”:

      • Encourage links from high-quality and high-ranking sites. The quality of your backlinks matters just as much to Google as the quantity. So where possible, you want to try and get backlinks from sites that are trustworthy, well-maintained, and visible.
      • Focus on relevant websites. You want to encourage new visitors likely to be interested in what your site has to offer. Backlinks on sites relevant to their needs are much more valuable than backlinks from random pages.
      • Reach out. You don’t have to simply hope for backlinks — you can actually ask for them directly, and there are several effective (and non-intrusive) ways to do so.
      • Use a variety of techniques. One link building method may not get you too far — but a combination of three or four smart techniques can make a big difference.
      • Create awesome content. Your content marketing matters! The truth is the better your content, the more likely people are to link to it, whether as a result of your efforts or simply stumbling across it.

      At this point, you’re probably wondering how to put all of this into practice. Without further ado, let’s jump into the practical portion of link building 101.

      How to Create a Successful Link Building Strategy (In 5 Steps)

      First, a caveat: Like any way of promoting your website, there is no “one right way” to do link building. Likewise, there’s no golden ticket that will get you a hundred backlinks by next Thursday (if you find one, hit us up!).

      However, you can take some basic steps that will greatly improve your chances of successfully increasing backlinks. We recommend starting with the following five steps, molding them as needed to fit your unique needs.

      Step 1: Take a Close Look at Your Target Audience

      A lot of successful link building comes down to pursuing backlinks in relevant places. This means you have to be very familiar with your target audience. If you don’t know what they care about and where they hang out, you can’t encourage links they’re likely to see.

      If you haven’t done so already, this is a perfect time to put together a target audience profile. That’s a detailed description of the visitors you’d like to attract to your website. You’ll want to research them carefully and collect information on their demographics, behaviors, interests, needs, and so on.

      Audience demographic information.

      When it comes to link building, you’ll want to pay particular attention to where your target audience spends their time online. What sites do they visit and which social media platforms do they prefer? These are the places you’ll benefit most from including in your link building strategy.

      This is also a good point to research your competitors’ backlink strategy.

      If you can, find out what kinds of sites link to your top competitors. It’s also useful to know what online places and communities your competitors are ignoring, as those can contain audiences hungry for the quality content you’re offering. That’s a link opportunity you don’t want to miss!

      Step 2: Audit Your Existing Content

      Next up, it’s time to think like a content marketer. You can’t encourage links to your site unless you know what you want people to link to. Generally, you’ll want to focus on specific content, rather than simply your home page (which can appear more spammy and less authentic).

      So this is a great time to conduct a thorough audit of your site’s existing content. While doing this, you can:

      • Look for top-quality pages and posts (or even product pages) that you think other sites would want to link to. Add these to a list as you go, so you know what represents your best content.
      • Find any content that could be great but needs a little improvement. With a few tweaks, so-so articles can become a target for a quality backlink. This means ensuring that they’re up-to-date (for example, make sure you don’t have a broken link in the text and that stats are still accurate), match your brand’s style guide, and provide value to your audience. This publication checklist is a good way to make sure you don’t miss anything.
      • Search for “gaps” you can create new content to fill. There may be information or topics that you think other sites would be happy to link to, but you haven’t written about yet. You can follow our guide to writing a blog post to get started.

      After auditing your content, the next natural step is to start improving and expanding it. Having lots of high-quality content makes link building a lot easier.

      It’s also worth noting that if you don’t have a blog on your website yet, now is the time to start one! There are few things better than a blog for generating lots of new, timely content that people will want to share with their audiences. If you’re not convinced, check out how these companies are using their blogs to increase brand awareness and build their reputations online.

      Step 3: Consider What Link Building You Can Perform Yourself

      As we mentioned earlier, most of link building involves getting other people to link to your site of their own volition. However, there is a little link building you can do on your own, without venturing into spammy territory.

      Who doesn’t love a little DIY?

      The first and most important part of this step is internal linking. You need to make sure all of your online presences are connected. This means your social media accounts should point to your site (and vice versa), and if you have more than one website, they should be interlinked as well.

      Website link on a social media profile.

      You can also include some links to your content on other people’s websites, particularly in forums and comments sections. But be careful — don’t create too many of these links and make sure they’re always highly relevant. You don’t want to be that person shilling Bitcoin on every other post.

      Your best approach is to find sites and communities your target audience is present on and engage genuinely with them. When organic link building opportunities come up and you can share a helpful link, don’t be afraid to do so. While these links are not considered as valuable by Google as a natural link created by someone not affiliated with your site, they still have an impact.

      Step 4: Start Conducting Outreach

      At this point, you’ve done a little link building of your own. You’ve also improved your site’s content marketing efforts, which will hopefully generate more links for you organically (as people stumble across and share your pages and awesome articles).

      However, the best way to build links is to ask for them.

      Yep, you can reach out to a website and simply ask them to link to your content. This is a common practice and can be very successful when approached carefully. It can even help create the foundation for mutually-beneficial relationships between you and other relevant sites.

      So, what does successful outreach look like?

      Everyone’s strategy is a little different, but the following tips and techniques are key:

      • Reach out to highly-relevant sites. This is where all your research back in Step No. 1 will come in handy. Sites that see your content and audience as relevant to them are more likely to welcome your request, rather than seeing it as intrusive.
      • Offer specific content they can link to. It’s not usually effective to just email blogs and write, “Link to my website, pretty please?” Instead, use the results of your content audit to identify specific pages and posts you’d like to share and request links to them specifically.
      • Share genuinely useful content. A link building request is obviously self-serving, but it doesn’t have to be all about you. Do some research on the site you’re reaching out to and find something you think would really be interesting or useful to its audience. Blog posts, tutorials, infographics, and videos are all great options.
      • Suggest specific places your links could be included. This shows that you’ve done your research and makes accepting the request easier on the target site. You can propose new links where none currently exist or even offer a better piece of content as a replacement for an existing link. Don’t forget to offer up some anchor text to make it even easier for the other site’s admin.

      Most importantly, remember to be polite and conduct yourself professionally. Never demand that someone include a link to your site — people who manage successful websites learned not to feed internet trolls a long time ago. Instead, create a concise and friendly message that you can send to the sites and blogs on your list and try to personalize it for each one.

      Step 5: Get Involved in Guest Blogging

      Guest blogging can be one of the most powerful tools in your link building strategy. Also called “guest posting,” it involves writing a brand-new post specifically to be featured on another website. This post can then contain one or more links back to your site and content.

      An example of a “write for us” page.

      You can often get farther with guest blogging than with simple link requests. After all, you’ll be providing content to another website for free. In return, they’ll link back to your site. This is a very attractive proposition for blogs, in particular, since they’re always in need of fresh content.

      Just like with outreach, guest blogging is most effective if you follow some simple best practices. These include:

      • Avoid sites that want you to pay them to publish your guest post. Most blogs will accept this kind of content for free, so there’s no need to pay for placement unless you’re desperate to be featured on a specific high-profile blog.
      • Check the blog to see if they have guidelines for guest bloggers. Many will have a dedicated “write for us” page that outlines their requirements, what they will and won’t accept, and so on. By carefully following these guidelines, you’ll increase your chances of getting past a busy blogger’s spam filter.
      • Do your research. Find out what the blog’s style is like and what kinds of topics they cover. This will help you come up with a topic idea that they’re more likely to accept.
      • Reach out with a proposal first. Don’t simply write up a full post and submit it — these will often be rejected and can waste a lot of your time. Instead, reach out to the blog and let them know what topic you’d like to cover, what key points you’ll include, and what link(s) you’re hoping to see.
      • Create quality, unique content. Never copy content from your own site or elsewhere (plagiarism is always a big no-no) and instead take the time to put together a unique, polished post for each blog. Also, avoid getting too “salesy” about your own website or products and focus on providing real value to the blog’s audience.

      This is the most time-intensive of our link building strategies. Still, it can pay off in increased visibility, improved authority, and links that are perfectly placed to capture your audience’s attention. Plus, you might develop mutually-beneficial relationships with some of these blogs, providing further opportunities for interlinking in the future.

      Measuring Your Link Building Efforts

      The above steps should get you well on your way to running an effective link building campaign. However, like other digital marketing tactics, it’s important to measure your effectiveness. Otherwise, you won’t know if your efforts are paying off or if your approach needs to be adjusted.

      Trying to keep tabs on your backlinks manually can be very difficult — it’s best to use an analytics tool instead. Many solutions can tell you everything you need to know about your backlinks, quickly and with minimal fuss.

      If you have a favorite analytics tool already, chances are it can help you out in this area. If not, a perfect place to start is with Google Analytics. This tool is free, accessible to beginners, and full of useful metrics and features.

      For instance, you can go to Acquisition > All Traffic > Referrals in your Google Analytics dashboard.

      Referral traffic in Google Analytics.

      Here, you’ll see data about the visitors who arrive on your site from external links — in other words, everyone who comes to your website via a backlink. This includes a summary of trends over time, as well as a detailed breakdown of all the links leading to your site and how popular they are.

      A list of referral sources.

      You can use this data to monitor the results of your backlink strategy. It’s also handy for seeing what sites are linking to yours, and which ones drive the most traffic your way. When combined with Google Analytics’ many other data points, this can even tell you how your link building strategy interacts with your other marketing and SEO efforts.

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      Pass the Link Juice

      If you want to improve your website’s traffic and attract more of your target audience, link building is necessary. A complete link building strategy helps you encourage relevant sites to share your content with their audiences. It’s a method that takes a little time to master but is cheap, cost-effective, and highly-trackable.

      Of course, bringing traffic to your website is just the start. You also want those new visitors to have an excellent experience — which starts with high-quality web hosting. Fortunately, our shared website hosting can do the trick!





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      How to Create a Content Marketing Strategy


      Content marketing is one of the primary means of getting your brand noticed online. However, without a well-developed marketing strategy, you may struggle when deciding where to begin, see your conversions sink, or launch an unsuccessful campaign.

      The good news? We’ve got you covered when it comes to creating your content marketing plan. There are 10 easy steps you can follow to not only get yourself started on the right foot but also set yourself and your material up for success.

      In this article, we’ll give you an in-depth look at what content marketing is. Then we’ll outline 10 steps you can follow when formulating your own content marketing plan:

      1. Define Your Marketing Goals
      2. Identify Your Target Audience
      3. Run an Audit
      4. Choose a CMS
      5. Brainstorm Ideas
      6. Determine Your Content Niche
      7. Map Out Publication Roles
      8. Build a Content Calendar
      9. Create Value-Add Content
      10. Measure Your Results

      Ready to create the ideal content marketing strategy for your site? Let’s dive right in!

      An Introduction to Content Marketing

      The concept of content marketing is pretty simple. You create material — think blog posts, social media posts, videos, infographics, white papers, case studies and beyond — which provides real value to your audience. This work then acts as a means of marketing your business.

      According to the Content Marketing Institute, the key to doing this effectively is by producing great content. To accomplish that, you must provide people with something that they genuinely need, is unique, and engages with your target audience.

      Of course, before you can start developing content, you’ll need to begin with a solid strategy. This means following a few steps:

      • Creating business goals for your content marketing
      • Finding your audience
      • Knowing what will make your content unique
      • Picking a formula that works for you to create content
      • Deciding where you’ll publish the results and which channels you’ll use
      • Managing the content creation and publication process
      • Determine how you’ll track key performance metrics to measure success

      This all requires a good deal of planning, but that’s the origin story of most marketing techniques. In case you’re not convinced yet, however, let’s take a look at why your business needs a content marketing strategy.

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      Why Your Business Needs a Content Marketing Strategy

      The benefits of marketing are relatively self-explanatory, but what about content marketing in particular? It’s a relatively new focus, and you may not see why going to all that effort to make high-quality content is worth the time.

      First of all, whether you’re a small or large business, it makes sense to have a website. It’s a fantastic way to find customers and raise awareness of your brand. What’s more, your website needs plenty of inbound traffic to be as effective as possible.

      Content marketing can help drive people towards your website and into your sales funnel. Plus, producing informative and quality content to feature on your site and elsewhere can increase awareness of your brand and build trust by cementing you as an expert in your field.

      Even better, you can use content marketing to establish (and grow!) relationships with your customers. Once you know who your ideal audience is, you can hone in and focus on content that benefits them. For example, if you sell stationery and office supplies, you can curate articles about office life or write tips for professionals who work from home.

      Plus, you don’t have to be an already-established mega-company to benefit from this type of marketing. Have a vegan bakery? Write about subjects vegans care about and branch out into articles about clean living. Run a dog grooming business? Produce blog posts about pet care, how to train dogs, and so on.

      When it comes down to it, most businesses can use content marketing to great effect. You just have to find the right angle, and that’s where creating a top-notch content marketing strategy comes into play.

      How to Create a Strong Content Marketing Strategy (In 10 Steps)

      First and foremost, don’t get overwhelmed by the number of steps ahead. Each one is crucial to set yourself and your business up for success, but all of them are approachable no matter what your marketing background (or lack thereof) might be. Let’s walk through the process of getting started with content marketing, one step at a time.

      Step 1: Define Your Marketing Goals

      You may have done your fair share of work on coming up with a marketing plan in the past. If so, then you might know that your first step should be to sit down and decide on your goals. After all, you have to know the “why” behind what you’re doing to see success.

      Without purpose, you may find yourself creating content that lacks coherence or doesn’t provide value to your target audience. Alternately, you may not be able to come up with a fixed schedule that ensures new content is being pushed out regularly.

      To start making goals for your new content marketing campaign, you can ask yourself a few questions.

      • Why are you engaging in content marketing?
      • What are you going to offer to your audience or customers?
      • How will your content improve their experiences?
      • What do you want to gain from the content you’ll create?
      • How will you measure your marketing efforts?

      You may want to consider writing down your answers and bringing in other perspectives from within your company or even outside of it. These questions can help map out your focus and connect it back to the overall vision for your company. Plus, having clear goals makes it much easier to know when you’re achieving them.

      Step 2: Conduct Market Research to Identify Your Target Audience

      As you create your marketing plan, figuring out who your audience is can be just as vital as deciding on your overall goals. If you don’t know who is most likely to engage with your products or services, creating content that helps to drive conversions will likely be a challenge.

      To start your market research, it helps to first determine the demographics of your target audience. Your buyer personas should include characteristics such as your audience’s typical age range, gender, family status, education level, hobbies, interests, etc.

      Once you know the “who” you’ll be focusing on, you can then hone in on the “why” and create a “target customer profile” or “buyer persona.” In other words, you need to figure out what the needs of your target persona are and what may convince them to try your products or services.

      One valuable starting place is to reach out to past customers. You can ask them why they were interested in your business, and what “pain points” it helped to address for them. You can even ask about what makes them feel frustrated in your particular industry, and if they have any specific feedback for you.

      You can take this information and use it to determine what people in your audience are looking for and who might be searching for your business in particular. This can be an excellent blueprint to use later on when you’re coming up with content ideas.

      Step 3: Run an Audit to Determine Your Most Popular Type of Content

      Next up, it’s time to run a content audit. This involves taking a close look at the content you’ve created and shared in the past and determining what pieces have been the most popular and successful.

      “Performing a content audit.”

      This isn’t a quick process, but it’s a necessary one. Once you know what has worked well in the past, you can build on that success. Otherwise, you may end up repeating mistakes that made past content less useful. This way, you can compare those missteps with what worked and figure out how to correct them.

      There’s no need to be overwhelmed, however. Completing a content audit really only requires four major steps:

      • Create a spreadsheet of all your past content (or at least a large portion of it).
      • Decide what kind of data you’ll focus on when evaluating that content (was it functional, readable, relevant, etc.).
      • Gather and record that data for each piece of content in your spreadsheet.
      • Analyze the information as a whole in order to create an action plan for future content.

      Often, the part that takes the longest is gathering all of the data in one place. However, once you have everything at hand, you can make direct comparisons, see where you encouraged high conversions and lots of click-throughs, and identify areas where you can grow. This is your best chance for setting future articles, blogs, and other material up for success.

      Step 4: Choose a Content Management System (CMS)

      If you already have a website that you’re happy with, you can skip to the next step. If not, however, your business’ site will play a pivotal role in your content marketing strategy. Therefore, it’s critical that you get a high-quality and branded website up and running now.

      The first thing you’ll need to do is select a Content Management System (CMS). This is the software that will enable you to create and display content on your website. Fortunately, most of the big CMS names are free to use and relatively easy to navigate. They also come with plugins and themes to make content creation easier and assist you in designing your site.

      “The WordPress home page.”

      Some examples of CMSs you can try include:

      • WordPress. One of the most adaptable platforms, especially if you want to host blog posts or articles and still have a storefront
      • Joomla!. A popular choice that’s fairly approachable for beginners
      • Drupal. A more advanced system for those who have a bit of website-building under their belts
      • Magento. A solid option if you want to have an online store, as it supports e-commerce websites

      Every CMS has its strengths and weaknesses, but each one makes website creation more attainable to those with limited programming knowledge. In fact, with the right CMS, you no longer need to be a computer expert (or even know how to code) to build yourself a successful website. Plus, this will enable you to fully own all of your content.

      After choosing your CMS (we recommend WordPress!), you’ll need to choose a domain name and seek out a quality hosting provider. With those elements in place, getting your site up and running is a piece of cake.

      Step 5: Brainstorm Ideas to Guide Your Future Path

      At this stage, you will likely have a rough idea of where you’ve been successful in the past and where your content might have needed more work. Now’s the time to brainstorm!

      Based on all the information you’ve gathered, especially during your content audit, you’ll want to come up with some general ideas of where you’d like to go in the future. Of course, any practical strategy should point you towards attaining the goals you set in the first step.

      When brainstorming, you may want to focus on coming up with keywords, particularly long-tail keywords, to give your content a competitive edge. If you understand which keywords are being used by your competition and by potential customers, you can use them to ensure that your content is visible in search engines.

      It’s also useful to understand the different types of search queries, so you can better optimize your content for them. For example, there are:

      • Informational search queries
      • Navigational search queries
      • Transactional search queries

      Depending on what your business’ niche is, you may rely more heavily on one or two of these searches than the others. For example, referring back to our earlier example of a fictional vegan bakery, we might focus on both transactional and informational search queries (“Where can I find a vegan cupcake?” and “Best ways to make your own vegan milk substitute”).

      Understanding these queries and which ones your audience prefers can help you with your next stage of planning. If you know what your audience is looking for, you can create content that meets those needs.

      Step 6: Determine Which Types of Content You Want to Create

      When it comes to the material you’re going to produce, you have a lot of options to choose from. To name only a few, you can try blog posts, informative articles, e-books, case studies, templates, infographics, videos, how-tos, podcasts, online courses, and various forms of social media.

      “An example of a blog post.”

      All those choices can be overwhelming. However, each avenue has its own unique benefits.

      For example, blog posts offer a way to grow your audience and attract new clients. E-books can be a means of generating profit time and again, case studies can demonstrate the proven successes of your company, customer spotlights can create social proof, and infographics are easy for visitors to consume and share.

      Yet, of all the mediums you could hone in on, video still reigns supreme online. Videos are the most popular way for most people to pass time on the internet. Fortunately, you can depend on websites such as YouTube to host your content (and you can even turn a profit from it if you like).

      [Embed Craftograph Video Here] https://www.youtube.com/watch?v=UURvkk215lg&t=11s

      Using those pre-existing platforms can keep your website from being bogged down with heavy media files. Best of all, you can still feature those videos on your website, simply by embedding YouTube videos on your pages to save precious space.

      Once you know what kinds of content you’d like to focus on, you’ll be ready to move to the next step. Remember that variety is key, but you don’t want to overextend yourself. So you may want to choose two or three types to pursue at the beginning.

      Step 7: Map Out Publication and Management Roles

      No human is an island, and no content-creation team is complete without publication and management roles. Once you know what you’re going to create, it’s time to determine who will be responsible for which parts of the process.

      Unless you’re working alone, you’ll likely have to discuss with your team to decide who’s going to do what, including publishing and managing. To be productive, each role will need to be clearly defined. What will each role entail? Who will be accountable for responsibilities such as meeting deadlines, idea generation, editing, and more?

      When you have those basic roles sorted out, you’ll know who is in charge of the decision-making process and who is in charge of the execution. However, these positions don’t end with the content itself. You’ll also need to look at your website and decide who will do what there too.

      For instance, if you have a WordPress site, you may also plot out what you’ll allow various users to do. As the website owner, you’ll likely distribute tasks (such as writing and editing posts, controlling plugins, and managing other users) so you can keep your site orderly.

      To divvy out these duties, you can create different roles. WordPress’ basic user roles include:

      • Super Admin — Manages multiple websites on one network.
      • Administrator — Manages one site, and can do everything from deleting pages to creating posts and adding plugins.
      • Editor — Can create posts, edit pages, and moderate comments, but cannot touch the site’s infrastructure.
      • Author — Can upload files, delete posts, and edit posts, but has less authority than an editor.
      • Contributor — Can only write and manage their own posts (but not delete them).
      • Subscriber — Can simply read content and manage their user profile.

      If you want to give your team some further guidance, there are additional tools you can use to assist with workflow management, such as:

      • Oasis Workflow, which enables you to create easy-to-use templates for assigning, reviewing, and publishing content.
      • CoSchedule, a global calendar that lets everyone view the status of each project and who’s responsible for what.
      • User Role Editor, which lets you not only assign roles but also add and block specific tasks within those roles.

      Having clear roles established from the get-go can make the whole process of content marketing smoother. You won’t have to make decisions on the fly, and people will already know what is expected of them.

      Step 8: Create a Content Calendar to Maintain Your Schedule

      The day-to-day work of managing and organizing content can become hectic and quickly overwhelming. With a content calendar, you can map out your content production and delivery, and then track each piece’s progress over days, weeks, or even months. This type of editorial calendar can help you streamline and coordinate your content marketing strategy.

      That level of coordination can be particularly advantageous for ensuring there’s a consistent voice and identity that transcends the different types of content you’re distributing. These might include blog posts, social media updates on Facebook and Twitter, and other off-site content. After all, with the overview your content calendar provides, your team will know exactly what everyone is doing.

      With that in mind, your choice of platform is up to you. For instance, you could use Microsoft Excel, Google Calendar, or Google Sheets. You could also opt for a WordPress plugin to manage your content calendar, such as Editorial Calendar or PublishPress Content Calendar and Notifications.

      "The PublishPress Content Calendar and Notifications plugin.”

      Once you’ve made your decision, your next step is populating the calendar with data. That will likely include dates and topic ideas. However, it might also incorporate suggested titles for articles, relevant SEO data (such as target keywords), and any helpful notes that can benefit your team’s content creation.

      Calendars can also be used to schedule content updates and conduct audits, so you can identify older posts that are no longer encouraging conversions and click-throughs. You can even maintain individual calendars for each user or team.

      Finally, you should color-code your editorial calendar to avoid any confusion. This can be as simple as blue for blog posts, red for editorials, and green for proposed ideas. This way, no one gets confused, and your calendar is easy to understand at a glance.

      Step 9: Create Content That Provides Visitors With Valuable Information

      Long gone are the days where you can simply hammer out a blog post chock full of keywords and hope to find quick SEO success. In today’s world, you’re going to have to invest time and effort into each post and other pieces of content.

      That means juggling all of your new posts, repurposing or reusing old content, curating content from other sources, making use of user-generated content, and even atomization. If you haven’t heard of atomization, it involves taking well-written work and implementing it in multiple ways.

      Fortunately, there is a recipe of sorts to creating successful blog posts. This includes ingredients such as dedicating a significant amount of time to each post (on average, four hours) and adhering to your mission statement with every piece.

      “DreamHost’s mission statement.”

      You may also find it valuable to create a schedule and stick to it, thoroughly edit your work, and maintain credibility through following certain best practices. Those include proper sourcing for facts and data, following reputable citation standards, and even integrating testimonials.

      Doing these things, and sticking to who you are as a company, can assist in improving brand awareness. Other considerations to look out for when blogging include focusing on quality rather than quantity, using a web host that can keep up with your needs, and dedicating as much (if not more) time to promotion as you do to creation.

      Content Creation Simplified

      Whether you need help optimizing for search engines, refreshing old posts, or upping your social media game, we can help! Subscribe to our monthly digest so you never miss an article.

      Step 10: Measure Your Results to Improve Your Content

      Keeping track of your successes and failures can help you quickly course correct when it’s most necessary. This may help prevent you from continuing down a path of content and revenue stagnation.

      To guide your efforts in this area, you might want to look out for a few signposts when measuring your content’s performance. These include bounce rates, conversions, overall time spent on your site, and subscriber numbers.

      Fortunately, there are plenty of tools that can enable you to measure these metrics, such as Google Analytics for tracking your bounce rate. You can also monitor other statistics, such as return rates, where your visitors are coming from, and more. It’s also free to use, which is an added bonus.

      However, there are many other web analytics tools you can try as well. Some, like Google’s platform, are free. Others, such as Crazy Egg, are more comprehensive and come with a price tag attached.

      It might also be a good idea to track Key Performance Indicators (KPIs). Doing so will help you answer some very pertinent questions, such as:

      • Do you have more visitors now than you did a year ago?
      • Are they staying longer on your site?
      • Have your search engine rankings improved?
      • Has there been a sales revenue increase, if applicable?
      • Have you experienced social media traffic growth?
      • Has your email (or your newsletter subscriber) list grown?

      Once you’ve analyzed your successes and shortfalls, you can then reinvest in what worked well and alter what did not. As with many marketing strategies, that’s what really can help growth take off.

      Digital Content Strategy Made Easy

      As you can see, it takes work to develop your content marketing plan. However, the time you invest upfront can pay off through increased conversions and lowered bounce rates.

      Are you ready to get started? By having a professional WordPress website, you can start your content marketing off on the right foot!



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