If you’re flying blind into your next launch without a content marketing strategy, then stop right there my friend, because I suspect you’re about to expend a lot of energy for little return.
In this article, I’m going to share with you how you can get your website to do all the heavy lifting for you in the lead up to your launch.
And it’ll all be thanks to you having a clever content marketing strategy in place.
Why develop a content marketing strategy?
All the stats from all the leading contenders tell us that content marketing remains highly valuable to businesses who sell online.
69% of B2B marketers have a documented content strategy and get this, they’re all linked to success. So, you could say that all this additional planning leads to success.
We also know that 76% of marketers use organic traffic as a measure of content success, meaning that although we know that other channels drive traffic, organic is still very much king when it comes to content.
Your organic traffic is measured by the number of people who visit your website during a given period of time and your content marketing strategy is what you’re going to use to attract those visitors to your website.
Content marketing strategies come in all shapes and sizes
If the word ‘strategy’ puts you off, please, for the love of content, don’t let it.
At a minimum, you’ll have a spreadsheet planner in place that outlines all the elements of your content marketing activities that you need to undertake for your specific goal.
The goals can vary and might include increasing your:
- Brand awareness
- Online presence
- Social media following
- Leads, subscribers, or email sign-ups
- Traffic to your website
And of course: making more sales (through your launch, your products, or your offerings – really, whatever it is you’re selling).
So your content marketing strategy (aka your spreadsheet planner) for your specific goal is going to outline your:
Because each of these will be different depending on that specific goal we talked about earlier.
But, let’s get specific about a content marketing strategy to support your next successful launch.
What a launch content marketing strategy looks like
The content marketing strategy you create specifically to support your launch is likely going to consist of paid advertising and organic marketing activities.
Paid advertising tactics
A basic Google AdWords account is going to help you to get some traffic to your website, and if you understand your audience and your keywords, you could end up seeing some cost-effective results as well.
Some other paid activities may include Facebook & Instagram advertising, digital PR, crowdsourcing, or events.
However, it’s your organic marketing activities that are going to be the superstar of your launch, particularly if you plan early and are strategic in your efforts.
And it starts with your blog.
Organic marketing through blogging
Blogging is imperative if you are looking to attract an audience of potential leads to your website. When visitors are on your site, your blogs will work to nurture them and encourage conversions. And this is done by writing engaging content that compels action.
You can use your blog to support your upcoming launch by updating older relevant posts with links to your new landing or sales pages, or you can create new content to attract your audience.
A successful blog needs a plan
Blogging to support your launch (and your overall business goals) isn’t just writing for the sake of it and hoping to make a bunch of conversions.
It needs to be planned, strategic, and optimised for search engines, by:
- Giving yourself enough time to plan out your blogs and then write them. You’ll need at least 6-12 months before your pre-launch marketing activities – Google needs this time to rank your new content.
- Undertaking keyword research to inform and drive your content so that your blogs are returned more often in Google searches and clicked by your audience.
- Optimising your content by ensuring your keywords are used in the right places throughout your blogs, you have relevant image tags, and are building solid backlinks.
You’ll find everything you need to make your blogging easier in our Blog Post Template. It’s a template with the perfect blog that makes it easy for you to write your own compelling content.
A successful blog will provide the greatest ROI
This is particularly true when it comes to supporting your launches because once your blog posts are published, they are continuously working to attract traffic to your website.
This means that when your paid advertising campaigns finish, there will always be continuous traffic coming into your landing and sales pages.
When you work to ensure that your blogs are structured and optimised correctly and your content starts to rank for keywords, the traffic will continue with little to no ongoing effort from you.
A successful blog considers your other marketing efforts
The absolute worst thing you can do is to ‘post and pray’, which is where you publish your blog and hope that your audience will magically find it.
Create a holistic content distribution schedule when you’re planning your blogs generally, but specifically when it comes to those that support your launch.
Typically, after you publish a new or updated blog, you will:
- Send it to your email list
- Share it on your social media profiles
- Include it in your linking strategy (for both internal and external links)
Drumming up traffic from your already warm audiences will work towards supporting a successful launch.
Organic traffic is often a forgotten marketing channel during a launch, because many businesses focus on driving as much traffic as possible to their landing and sales pages through paid advertising campaigns.
But with a little bit of planning and foresight, businesses could be organically attracting their authentic audience through informative and rich SEO blogs.
This means that you need to give yourself time to create your SEO blog plan to get your website working for you in the lead up to your launch.
Other marketing efforts
Although blogging will likely form a large component of your organic marketing efforts, it shouldn’t be the only thing you do. There will be other opportunities to attract your audience organically in the lead up to your launch, including:
- Social media posts
- Live videos
- Multi-day challenges
- Podcasts and interviews
- Newsletters and EDMs
- Engagement in Facebook groups
There are a whole host of other marketing efforts that should be considered within your content marketing launch plan and these can all complement the blogging that you’re undertaking.
For every one of the other marketing activities you undertake, always link your audience to relevant blog posts – this will allow them to not only find out more information, but they will also be exposed to your other content, your other lead magnets, and of course, start to get ramped up about your upcoming launch.
Be clever in your content marketing efforts
There’s no doubt that content marketing helps increase conversions by educating your leads and connecting with your customers. You’re continuously working to attract your audience, build trust, nurture them, and then eventually sell to them.
You can be clever in your content marketing by getting your website to do some of the heavy lifting for you to support your launches.
Research your keywords. Plan your content. Write compelling copy. Share your content. Attract in the buyers.
Here’s how we can help
For DIYers, batching your efforts will mean that you’re going to save yourself a lot of time. Get all the tools and templates you need to plan out a content marketing strategy to support your next launch with this Content Marketing Planner.
Alternatively, go one step further and have our team of content marketers work their magic and write all the content you need to support your future launches, so won’t need to type a thing!
Send us a message here to see if we’re the right fit for your business.