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A content marketing strategy to grow your health and wellness brand

Strategies
Strategies

Stop doing what you are doing, take a breath and listen up

Content marketing shouldn’t be hard. It’s about connecting your audience to what you are offering and not done in too much of a salesy way.

It’s about you and them, entertaining and informing. It’s about you articulating in long form their problems, how you empathise with this problem, how you solve it then what they can do and achieve with your product and service.

The hard part for some is the planning. How do you start? How you carry through your messages from your brand? What tech do you need? What are the steps?

This post should help you with these questions.

Planning

Personas

If you know your target persona, who you are in business for and who you help, then great, you are way ahead of other folks. But if you don’t know who you are helping, who typifies your audience, get to writing this down. Start with simple broad demographics, then drill down further to understand their frustrations and habits.

Matrix

Then come your content matrix. This helps you categorise your content and connect the dots between your brand, your content and your audience. It should look like this. Feel free to change the headings to suit your needs:

TimelySeasonalEvergreen
Interests and Values123
Company and Customers456
Products and Services789

Brand stories

When you are introducing your brand the initial content you create needs to act on behalf of the problem and your customers. Your brand stories can easily be categorised in the following format: Your core offering, What you fight for on behalf of your customers, the answer to ‘there is never a good way to…’, your customer’s beliefs and what are the results of customers using your products. Then you can move onto core topics of your industry or audience interest and values.

SEO research

So people can find you, you can use tools like Google’s keyword planner, Answer the Public and Spyfu to find out the search volume, the relevancy and begin to gather headlines for your videos, posts and brand stories.

Article headlines

Now write the longest list you have ever created. A list of all the questions you can possibly think if someone was trying to find a solution to their problem that your business can uniquely offer. Start with 150 titles. Number each 1 to 9 mapping the matrix above to your titles. Don’t worry if they are rubbish you can always edit them.

Calendar

Now in a Google calendar or a spreadsheet or project management tool with a calendar facility, copy all of your titles to every other day or every 2 days. These will be the days you publish your content, the gaps being your production time. So you will need to work out what you need to hit those deadlines. Make them longer in the first few months and see if you can get stuff out more quickly as you go.

Creation automation

Before you start writing your first post or video script you should set up some automation to help you publish and distribute content more quickly. The first step, get yourself a zapier account, WordPress site and an email platform – Don’t be a snob, Mailchimp will do fine. Or subscribe to CoSchedule if you want to pay to help out your content game.

Set up a blog template in google docs

Set up a template in google docs with a Title, a Intro, a TL;DR summary and the body of your text. You can use variables in brackets for when you set this up like this: {{variable}}.

Calendar appointment creates a new Google doc

Creating an event  – or a post in this case – in your google calendar will create a new  document for you to edit from the blog template you have created. Your team can edit and approve too. Here’s what the zap looks like:

New Google doc creates a post in WordPress

Once you have created your event in your calendar create another zap to create the post in WordPress that can be set up simultaneously. This can be updated as you edit and are ready to publish your post. CoSchedule does a great job of this automatically.

Publish to Social from WordPress

There are a number of platforms, plugins and tools, if you can afford it then use CoSchedule. But if not then you can also set up some zaps to publish to each platform individually. You may have to install a seperate plugin for Instagram. Because it’s weird!

WordPress sends to email

Nearly there. If you are using email effectively you should also be creating a newsletter roundup from your recent video/blog post content from the month. You can integrate mailchimp and wordpress easily in Zapier. Like so:

Distribution

Email lists

Depending on how sophisticated you want to get, it might be a good idea to segment your audience via persona, demographics or behaviour. So if you have set up your posts correctly, a particular posts type can be sent to a particular list. For example you could create customer only content that people received after a purchase. You can plan this out with a separate calendar.

Partnership placements

Create a list of people who best serve your target personas, reach out, so they publish your posts, you guest post for them or you create something together.

Social influencers

These needn’t be approaching young women with their kit off, taking duck face selfies. An influencer can be anyone with an audience in your space who can amplify your story. Use Buzzsumo to find people who share stories in your niche. Send them a direct message asking if they would share your resent post(s).

Social commentary and channel management

Once you are actively posting on social channels, some of the comments and engagements will be useful. Be social, say hello, and actively comment like and share other profiles in the same way you would like people to comment, like and share your content.

Press

Make friends with journalists on twitter. They have a quota to fill and you might be well placed to fill it. Start with regional or trade press and work your way up to the national press. This way you can build up backlinks and a PR portfolio if/when you approach the national press.

Landing page

Tech SEO

The landing page for your content will most likely be your website or your social media profile. There are a number of things to consider, especially on your website to help that page rank for the keywords you expect.

For your strategy to make sense look at the following on your landing pages for your campaigns: URL Structure, Internal and external links, Interlinking your pages and posts, Metadata, Keyword and topic analysis and Alt tags.

On page SEO

On your landing page you should also consider using your keyword(s) in your H1 heading, the first paragraph and in paragraphs where you focus on the main search term. As above link to where is relevant on your own site and make sure your external links have a ‘follow’ or ‘no-follow’ tag depending on how you want your content to be associated.

Internal links

Throughout your site you should be linking associated content. Links should be in your body copy, calls to action at the bottom of your posts and products and calls to action based on what you want users to do on your site. ‘Buy’, ‘Download’, ‘Read more’, ‘Give’, ‘Donate’, ‘Shop’.

Industry tools

Blogs posts are great and a well-written article about your audience’s problems and how you can solve it are always going to be your bread and butter. However to make your site and your content that much more interactive, are there any topics which lend themselves to be a tool rather than passive content? Could you make a calculator? A quiz? A feedback list? A comparison table or stats chart? Any white papers or downloadable resource, like this? Think of how to upgrade any written content to create something useful.

Tagging & conversion

In any campaign you need to be measuring its effectiveness and impact on traffic and sales. The content you send out into the world should be tracked so you know if a lead has read watched or downloaded your posts. You need to know if the effort has been worth it. Start by adding Google Tag Manager to your site. Makes things so much easier in the long run.

Tags

Google Tag Manager is easier than you think. Once installed (and it’s a few lines of code), you can use the interface to add event tracking codes to monitor forms, page interactions and the effectiveness of your content. So make sure you tag everything you can.  

Campaign click

Use UTM tracking links to monitor links you send out to other websites and social posts so you know it’s that article and that campaign that has brought in the lead.

Form

Use event tagging in GTM to track users on your forms and newsletter sign ups. Most email platforms will have a tag you can place in GTM.

Sign up

Track the user who has signed up to your newsletter or free content. Treat them differently from the standard traffic you receive. Then you are well placed to help them along your content journey. They can more easily be nurtured if you have segmented them and tagged them correctly.

Analytics

Analytics can be overwhelming, so it’s best to keep it simple to figure out how people are consuming your content. We tend to focus on these metrics to figure out ‘stickiness of content’ and what to change if these goals are not met: Time on Site, Scroll Depth, Avg. No. of Pages, Add to cart, Submit details, Purchase.

Audience advocacy

Automated post purchase sequence

Pretend to be your customer, what would you like to receive after you have bought something that would keep you coming back? Would it be personalised, would it be about you? Create a sequence of emails, posted materials or personalised content that tells your audience you appreciate them. If you have thought of this ahead of time and automated the delivery, then you can select a few customers , on top of your regular customers, to hand craft something special to send them.

Personal follow up

When you have a lead. Follow up. It’s easy to do, it shouldn’t cost you much in terms of time or money. Make the effort to create a sequence which lets the person you have their interests at heart.

Customer content experience

So when a customer has bought from you and signed up, what does that experience look like? Again if you were your own customer what emails, videos, webinars, articles, planned diary on boarding calls would you like to take part in? Make it easy for your user/customer to contact you and make use of these materials. It’s up to you to create this content exclusively for your customers. If they feel special they will tell their friends.

Loyalty drivers

Loyalty campaigns, if done right can be effective. If you have a product you can create discount incentives sure, but they also need to have something more attached to them, a contest or something tangible that the referrer can use to carry out the referral is all the more useful.

Ambassador incentives

You hope that your product and customer service would be enough. But in some cases for larger more commercial products, it can be a good use of ad spend to pay ambassadors to collaborate on your content. Don’t just send the product and hope for the best. Work with them and your brand guidelines to conjure the best experience for your ambassador and your customer. They should exemplify your audience. So help them help your customers.

Hope this helps. Please share if you found this useful.