Most marketers agree with the established wisdom that content marketing is one of the best ways to promote a brand online. It’s relatively easy to get started, making it accessible, it serves as a complementary strategy for other channels (like email marketing, social media marketing, and even paid ads), and it has the potential to give you a huge return on investment (ROI).

That said, content marketing can also be expensive. It’s costly and time-consuming to build a quality blog from the ground up and reach out to new publishers on a regular basis. And there’s no guarantee of results; it’s possible to spin your wheels writing content on a constant basis, while attracting little to no actual traffic to your site.

Given these constraints and possibilities, how can you make sure your content marketing strategy is worth your investment?

Let’s start by looking at the big picture. If you want your content marketing approach to be worth the time and effort, you’ll need to focus on:

Before you spend a penny on content marketing, there are some important pre-planning steps you’ll need to take:

Too many newcomers to the content marketing game think that the path to success is to produce as much content as possible. They’re not entirely wrong; more content is generally a good thing. But if you want to stand out and be successful, your work needs to be high-quality. It doesn’t matter if you’ve written 1,000 articles if all those articles are garbage. In other words, you have to prioritize quality over quantity.

Here are just some of the ways you can do it:

From there, you’ll want to sculpt the cost efficiency of your content strategy, reducing your costs as much as possible without impacting the quality and effectiveness of your work.

Finally, you’ll need to remain flexible and set the stage for ongoing improvements to your content strategy:

The idea of writing content to attract more people to your site is very simple. But the execution is much more complicated – especially if your bottom-line goal is to earn the largest possible ROI.

Fortunately, as long as you pay attention to these key areas, and you’re willing to keep changing your approach (slightly) as you grow, you’ll eventually nail down a strategy that works for your brand.

Source: ReadWrite

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