11步驟規劃高成長內容行銷策略(上)

跨際數位行銷有限公司注意到內容行銷比起其他行銷方式,似乎不是那麼被人注意。但是內容行銷的影響力也是不容小覷的!雖然內容行銷並不是直接替你的產品做宣傳,但是你可以透過發表知識性的文章來影響消費者的選擇。現在就來看看到底怎麼樣可以做出好的內容行銷策略吧!

跨際數位行銷有限公司內容行銷策略的11步驟教學

步驟一:設定你的任務和目標

一個好的起始點可以讓整個內容行銷策略更加順利。首先,你得先設定一個使命宣言,通常都是一個簡短的敘述,這個使命宣言是為了讓大家了解什麼是重要的,而什麼是相對不重要的。以下有個大概的大綱可以稍微參考一下:

  • 你的目標客群
  • 你要用什麼樣的內容接觸你的目標客群
  • 你的目標客群可以得到什麼好處

有了目標客群和使命宣言之後,你必須要設立一個商業目標,不然你永遠不知道自己為了什麼而努力著。一些常有的商業目標例如:

  • 以內容行銷策略來增加公司營收
  • 增加更過網站流量
  • 獲得更多影響力和權威讓消費者認為你是一個思想領導者
  • 成功的搜尋引擎優化
  • 減少行銷成本
  • 利用社群媒體參與率提升權威和增加網頁流量

所以通常你會有一個公式就是:你要提供_________(內容種類)給_________(目標客群)讓他們________(商業目標)。

步驟二:設置你的關鍵績效指標(KPI)

實現目標的最佳方法就是讓他具體化且可以被衡量。所以你需要替你的內容行銷策略設置KPIs。KPI可以幫你了解你何時實現了目標,這些目標包括收入、銷售、網站流量、搜尋引擎優化、電子郵件行銷以及社群媒體經營等等……不同方面的指標。常見的一些KPI設置有:

  • 在某段時間內達到指定的營收目標
  • 獲得更多的用戶註冊量
  • 獲得一定數量的電子郵件訂閱者
  • 提升搜尋引擎排名
  • 文章得到一定次數的留言及轉載
  • 被受邀到某個產業的關鍵活動

當你達到了某些目標之後代表你的內容行銷策略是有成效的,這樣一來你就可以設置更高的目標讓自己去達成。

步驟三:了解你的客群

跨際數位行銷有限公司了解顧客

正如前面所提到的,要有一個好的內容行銷策略,你必須要清楚你要向誰行銷。等到客戶資訊明確之後,你就可以決定要向他們發布些什麼樣的內容可以吸引他們。你可以蒐集以下資訊來了解客戶:

  • 年齡
  • 性別
  • 教育程度
  • 收入

除了客戶的資本資訊以外,你還得蒐集消費者的回饋。例如:他們對你的文章內容有什麼看法,或是什麼對他們來說是需要迫切知道的訊息。如果你可以蒐集到消費者的回饋那會幫你不少。因為你可以了解他們的特質還可以知道什麼管道最容易接觸到他們,最重要的是可以幫你勾勒出顧客角色!

當你清楚你的顧客角色之後,你就可以知道在什麼時機適合發布什麼內容,讓文章一次就打動讀者的心,達到你的目的!

步驟四:評估

跨際數位行銷有限公司評估成效

當你在部落格發布多篇文章之後,你一定很好奇你的排名到底如何了?這個時候你可以透過網路上的一些工具去進行一些分析,像是Screaming Frog不只可以顯示出你的部落格狀況,還可以顯示出你的競爭對手的狀況。

不要忘記,內容優化也是影響排名的一大因素,想要知道內容優化從哪裡做起的話,你可以試試看SEMRush,他可以產生一份仔細的報告,告訴你可以如何優化你的網頁跟內容。

最後別忘記確認你的內文是不是跟關鍵字或是讀者想看到的文章有落差。檢查看看你是否有下對關鍵字,讓讀者更容易找到你。或是你的讀者對你的文章到底有沒有興趣,如果有問題就得趕快修正!

步驟五:找出最好的內容發布管道

你要了解在什麼樣的網路平台發布文章可以觸及最多讀者,因為你必須要讓你的文章達到最大的效益。你也可以查看在哪個平台最容易有文章被分享,或是哪種長度或是類型的文章會被分享,以及過去最受歡迎的文章有哪些。有了這些分析資料,你就可以將內容發布的管道發揮到最大的效果,以達到更成功的內容行銷。

步驟六:決定文章類型

大多數成功的內容行銷策略都是因為他們有特定某種類型的文章,而這些內容特別容易吸引讀者的注意。從原先的多種類型文章的發布狀況,你可以找出讀者的偏好。之後再進一步的去針對特定類型的文章做發表,讓讀者慢慢的成為忠實粉絲。甚至成為你的品牌擁護者。

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