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Getting the right mix for your content marketing strategy isn’t easy. There are so many marketing choices and channels—so little time and wiggle room for blunders. There is a bit of trial and error involved in fine-tuning any marketing strategy, especially in social media with its emphasis on content.

But if you have these four solid components, you’re well on your way to an effective plan of attack.

1. Conversion optimized website content. Conversion optimized website content is the absolute must-have of all things marketing. All other marketing channels lead to your website. You write a blog post and readers click your site’s URL to further check you out. Tweets and Facebook posts usually include a link back to your website. Press releases include a conclusion that invites the media to visit your website for more information.

Conversion optimized website content trumps SEO content because top search engine rankings are for naught if your traffic isn’t converted into leads. Need more proof? Read what some experts say about conversion optimization.

2. A blog. The poor blog often gets a bad rap. They take too much time to write. What if nobody reads it? You don’t know what to write. Writing isn’t your forte. You don’t know how to set up a blog even if you wanted one.

Despite any objections, one look at recent statistics* will have you rethinking your opinion of blogs.

• 57% of B2C and 43% of B2B companies that use a specific social media outlet acquired a customer from their blog.

• Companies that blog have 434% more indexed pages than companies that don’t.

• Blogging results in 97% more inbound links.

• Blogging attracts 55% more visitors to a website.

3. A concise and logical social media plan. Your social media strategy must reach customers where and how they want to be reached… and have a clear message and policy to guide it. (Where’s Write Essentials SM presence? Do as I say, not as I do. I’m getting there…)

Before jumping head first onto every platform out there, think about who your audience is. Now, where do they hang out? Are they more business-oriented? Then LinkedIn or Twitter is your best bets. Are they consumer-oriented? Maybe Facebook and You Tube are where you should be. The point here is to choose your channels wisely or else you’ll end up selling catnip at a dog show.

There is a Facebook group called “You Don’t Have to Post Every Thought on Facebook” or something to that effect. Develop your CORE message based on what your target audience wants from you. Do they want retail specials? Insider event invitations? Knowledge and how-to links?

All posts should support your core message. Nothing irks people more than expecting news and getting asked, “What shoes are you wearing?” Are you listening certain high-end retailer?

Don’t post and run. Social media is interactive, not one-sided. If someone makes the effort to post a question or response, then answer. Are you listening certain high-end retailer?

4. Press releases. By nature, press releases are news and news leans to credibility. Press releases can establish you as an authority. As an authority, the media can turn to you when they need a “credible source.” Press releases are your chance to turn the media spotlight on you and your business. Distribute press releases on a regular basis to build familiarity among the press.

You don’t have to reinvent the content marketing wheel. You just have to personalize it—not to your business, but to your audience.

* Source: Data from over 1,500 small businesses- http://bit.ly/XDkQV

By Brenda Galloway

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