One of the best (and cheapest) ways to gain new customers or even increase brand awareness is by creating organic (natural) content. People use the internet to search for answers to questions. Let your company be the answer to those questions. An effective organic content marketing plan will open a window to others to learn about your company, services, and products. Effective organic content will not only open a window but it will act as a vacuum, sucking people into what you have to offer, even if they may not be actively looking for it. The following are five steps to creating effective organic digital content marketing plans.
Create an Organic Content Campaign
Marketing Land states, “The best social media campaigns start with a carefully developed plan.” Set attainable goals. By creating content, do you want to draw more people to your website in order to develop brand awareness? Do you want to increase sales? Do you want to improve engagement on your social media sites? In order to discover what goals you’d like to set, you must do a few things.
First, research your audience. You have to know what type of person is going to be interested in your services or products. If you know the type of person that might be interested, you will know how to word your blog posts and social media posts. You might need to consider a certain gender that your products will appeal to (if you’re selling nail polish, you will want your content to appeal to women). Age might also be another factor (again, nail polish will mostly appeal to the younger generation).
Another step you need to take is to know your competition. Set yourself apart from them. Offer the target audience something that your competition hasn’t yet. Learn what types of content work well for them and try to mirror those tactics. Create something better.
Discover a Topic
After you’ve developed an organic content marketing plan with goals, the next step is to figure out what to write about. The industry your company is in should be clear. Research trending topics within that industry. Use popular and appropriate hashtags for each platform on which you post. Use keywords; SEO is real. Marketing Query suggests letting the customer come to you. Use SEO to maximize your presence in search results and potentially get more visits. Think about what type of questions your target audience might have and use those as keywords to draw them to your content that has the answers.
The next step is easy. Would you choose to click on an article or blog that had absolutely zero visuals? Most wouldn’t. A visual is oftentimes the first thing that catches someone’s eye while browsing the internet. Depending on the personality and voice you want to develop for your company, you might even consider emojis, memes, and gifs. Another popular option for a visual is using a quote in picture form. A picture might be just the answer to someone’s question.
Utilize a Call-to-Action
A great way to obtain (semi-)organic growth is to create a contest or giveaway. Require visitors to tag a friend, comment/like a picture, or follow your company on a social media site. These are great tactics for creating engagement with current followers and customers as well as gain new customers with cross-promotion. According to Shopify, focusing on organic engagement can turn friends of your current fans into loyal followers.
Analyze, Improve, Repeat
The last step is easy. After you have gone through the previous steps, review your growth in analytics (website, social media sites, blogs, etc.). These analytical charts can show you which type of content receives the most likes or comments or shares. It can also show you the most popular times that you have shared content within a day or week. You can also learn more about your audience and who is more engaged with your content and company.
After you have analyzed this data, start over with these steps. Always try to be consistent. Use best practices for the time of day and type of content to post, and tailor it to your audience. They will come to recognize your company based on the type of content you share as well as the voice that accompanies it.
According to Click News, “Being consistent and consistently present will go a long way toward building a loyal following and readership.” If you follow these five steps for creating effective organic content, you will see organic growth quickly. Create a plan, set goals, and always keep your audience in mind. Discover topics that your audience will relate to and that are popular during that time. Use keywords, visuals, and a call-to-action. Always strive to be consistent while continually improving.