How to Have Effective Content Marketing Strategies in 2023
Marketing is everything for a brand looking to engage its customers.
When Oreo comes up with yet another flavor, they don’t just fill the shelves at your local grocery store. When your favorite celeb or the latest TikTok sensation collabs with a top beauty brand, a new lipstick collection isn’t just added to the website. And, when Starbucks rolls out their latest seasonal drinks, they don’t just list the items on their menu and call it a day.
When companies introduce new products, new services or want to announce exciting developments, they create a campaign that tells a story. And that campaign is filled with content.
We may be a little biased but a great place to start with getting your brand’s message out there is with content marketing. Once you figure out how to have effective content marketing, you’ll have a clear vision for how you want to communicate your brand’s vision and goals that you can build off of with other marketing strategies.
Read on to find out everything you need to know about how to have effective content marketing and creating quality content for SEO.
What is Content Marketing?
Content marketing is an umbrella term for a wide range of marketing techniques. It covers everything that has to do with planning, creating and sharing content related to your brand with an audience made up of new and existing customers.
Given this broad definition, it’s no surprise that there is not just one type of content marketing. In fact, there are many ways how to have effective content marketing, including by creating email newsletters, writing blog posts on your company website, sharing social media videos and producing podcasts.
These are all examples of content formats that can be customized in many different ways to communicate information about your brand to a specific audience.
Why Does Content Marketing Matter?
Content marketing can make a huge impact on the success of your brand. It creates content that’s more than just an advertisement for the items or services provided by your brand. It offers relevant insight and useful information to the customer that establishes credibility for your brand and positions your company as a trustworthy, engaging source.
For example, imagine a brand that sells sustainable, fair-trade coffee beans.
A successful content marketing campaign could include well-written, easy-to-read and SEO-rich content blogs demonstrating how to grind the beans, brew the coffee and make simple recipes to create craft beverages with it.
You could also discuss the importance of fair-trade coffee beans, how this brand’s coffee is sourced and examples of easy sustainable changes you can make to your everyday routine — like substituting this coffee for your typical morning cup of joe.
In this example, the coffee brand’s content showcases unique ways to use their product while also providing information about why it is important and how it relates to important issues like sustainability and an eco-friendly lifestyle.
This content can be used throughout your internal and consumer-facing materials to drive traffic, authority and engagement. Imagine: a morning digital digest with captivating articles your customers can enjoy while drinking your coffee.
Pretty meta, eh? You can also share this content on your social media platforms, use it to guide brand voice with contractors—and much more.
Content builds community, expertise—and it’s multi-purpose.
Simply put, content marketing matters because it makes your brand matter to customers. It gets your brand’s name out there, helps retain current customers and attract new ones and cements your company’s status as an informative source in your industry.
The Four Essentials of Effective Content Marketing
The importance of content marketing for your brand is undeniable. While deciding to invest in content marketing is easy, determining how to have effective content marketing can be much more difficult. Here are four essentials of effective content marketing to help guide your marketing journey:
Quality
One of the most important parts of how to have effective content marketing is to always prioritize the quality of the content. You want your content to showcase your brand in the best possible light. To make sure this happens, quality content for SEO should be well-written and easy-to-read. It should also be designed with high engagement in mind.
Sadly, many content marketing agencies run like content mills. They pay writers very little, only use ChatGPT or other AI-technology, and the result is content that doesn’t fit your unique voice or help you rank in search.
What sets the Tigar Agency apart is who we hire as wordsmiths. We’re a team of journalists led by an award-winning journalist, meaning you’ll receive top-tier content each time. We partner with your team to put together a unique marketing plan designed to engage your specific audience and resonate with both current and future customers.
Consistency
Another essential part of how to have effective content marketing is consistency. If you have quality content for SEO but only post once every two months, your content marketing won’t be nearly as successful as it could be.
Both the quality and timing of your content should be consistent.
At Tigar, we include an editorial calendar mapped for a minimum of six months for all of our clients. This ensures you not only continue to produce and share excellent content—but you never miss important opportunities to be part of the conversation.
We think about Mother’s Day in February, the holiday season in July, and New Year’s resolutions in August. We’re more than a few steps ahead—so you are, too.
This allows your audience to be able to anticipate when content will be posted and look forward to it as they rely on your brand for consistent, informative posts.
Value-Added Content
Quality content for SEO should also be value-added content, meaning that it directly responds to the needs of your current audience and new potential customers. Every piece of value-added content should have a specific goal in mind and address a key concern of customers, showcasing why your brand, product or service can be relied on to meet their needs and satisfy their concerns.
When you craft content with this in mind, you not only build your brand’s expertise, but create a trusting bond between your company and customers.
In terms of search, Google chooses the type of content that fulfills the search intent. In other words: if a keyword search doesn’t answer the question the searcher is asking, then it doesn’t rank.
Strategy
The fourth important part of how to have effective content marketing is to embrace flexibility and make adjustments over time. A great content marketing strategy is one that is adapted to increase effectiveness in the long-run.
One way to achieve this goal is to nurture your content. Instead of publishing a video or blog post and forgetting about it—link back to it in future pieces of content, create other pieces that branch off of it and return to it to give it an SEO-optimized revamp in the weeks, months (and even years!) after it was originally published.
Another essential part of adjusting content is changing your strategy to stay current. Don’t hesitate to incorporate content marketing and digital trends into your pieces to increase engagement and stay relevant.
All of our work at Tigar includes reporting, data and suggestions so you can be sure you’re receiving a beneficial ROI on your investment.
Effective Content Marketing with Tigar
There’s a lot that goes into creating a successful content marketing campaign, from planning posts to determining a target audience to actually creating quality content for SEO and figuring out the best way to publish and promote it. You shouldn’t have to do all of this on your own.
Luckily, at Tigar, we got ya covered.
We’re an editorial-first content marketing agency for lifestyle brands. We have expertise in working with brands to plan, create and market unique and effective content. We take pride in working with each brand to create content that showcases their individual voice, goals and message. All of our content is data-backed and our retainers include monthly reporting so you can better understand your ROI.
