2020 Content Strategy Plan: Focus on Value
There is no way to overstate the importance of providing quality content that satisfies the needs that drive people to search the internet. Once a user has arrived on your landing page, it is the quality of your content that will cause them to stay, explore, return, and share via backlinks and social media.
While no one knows better than you what kind of content can offer value to your target audience, here are a few of our top tips to help as you develop your 2020 content strategy.
Focus on Value
If you don’t read any further, make sure you focus on the value your content can provide the user. This is simple: did you answer their question? Does your content match the user’s intent? With online attention spans shrinking each year, attracting -and retaining- a prospect’s attention is more competitive than ever. hence why the focus above everything else is to offer them value through quality content.
The ROI of Quality Content
But creating quality content is hard work and time consuming. Yes – but anything worthwhile requires effort!
Besides, the business case is there – content marketing earns 3x the leads compared to paid search marketing. Good content that delivers value is the foundation of good SEO and even e-commerce sites should have a blog
. Not to mention if your content provides enough value it sells itself – meaning your team won’t need to spend time doing backlink outreach. Win-win!
Content marketing gets 3x more leads than paid search advertising.
Leverage your authority
As the subject matter expert in your niche, use your knowledge to guide your content strategy by answering questions and deliver value. What does your business do better than anyone else? What questions do your customers ask consistently? What does Google Analytics tell you your visitors are reading about? Answering questions enhances your authority, credibility and trust which gets prospects closer to a sale or other conversion.
Consider your medium
Match content to your audience’s attention span and intent. If you’re writing content for a product page, don’t write a blog. If you’re creating a blog, don’t oversell – just link to a relevant product or service. On social media, don’t create one post and send the same post to all platforms. The more customization the more likely you will get the engagement and desired action.
Look for knowledge gaps on search engines
When you google your industry, products and company what comes up? Can you write better content than the existing pages in the top 10? By learning about the existing content already ranking you can then find gaps that they did not address and create your own content that fill those gaps. This is just as applicable for blogs as it is for your product pages. Anything you can do to further differentiate through added value will yield more traffic and ultimately more conversions.
Of course, there’s a lot more to each of these tips. If you need any help with your content strategy heading into 2020, we’re happy to assist.