The digital marketing world is abuzz with near-constant chatter about content marketing. But, other than knowing you need it as part of your strategy, you’re lost. In the vast ocean that is the internet, effectively executing and managing a content marketing strategy can feel overwhelming.
Fortunately, the WordPress platform can help you promote your content in a way that’s not only efficient and affordable but also leaves you enough time to focus on other important aspects of your business. If you want to get the most return for your content marketing efforts, then WordPress is the solution. In addition to the platform itself, helpful plugins and themes can position you to get the most out of your content.
It’s time to retire any ideas that content marketing is a passing trend. To keep pace with increasingly savvy consumers, digital marketers must step up their game and find ways to seamlessly integrate their advertising efforts into what their target audience is already reading, watching, and listening to online. While that task might sound daunting at first, understanding how to fully utilize the WordPress platform will make it possible for even a one-man marketing team to implement a content marketing strategy that increases brand awareness, generates leads, drives sales, and grows your business.
What is Content Marketing?
To see why WordPress is a premier platform for your content marketing efforts, you should first take a step back to revisit what exactly content marketing is. Simply put, content marketing is the practice of creating a piece of content that is valuable to your target audience. Usually, this content is digital, free, and found via organic search or social media.
One way to think of content marketing is as “permission marketing” since, in exchange for access to free content, your target audience is permitting you to market to them. Often, consumers can only access free content after providing their email address via a lead-capture form. For a clearer understanding, it’s helpful to think of “permission marketing” in contrast to “interruptive marketing.” The latter pushes into whatever content your target customer is consuming, and examples include ads in a YouTube video, blog post, or TV show.
When you put the two strategies side by side, it’s easy to see why content marketing works. Unlike its more traditional counterpart, you’re less likely to annoy your target audience with your marketing efforts since they’ve already expressed interest in your offerings. By providing them with valuable, free content, you’ve warmed them up to learn more about your business and possibly make a purchase.
Why You Need to Be on WordPress
One of the best ways for ensuring your content marketing efforts reach your target audience is by implementing a solid traffic generation strategy. While content marketing can technically be done from any content management system, WordPress is specifically designed to support content marketing and SEO efforts.
Whether you’re setting up your first website or building your readership, the goal is to create content that people are searching for and is of such high quality that it helps to establish you as an expert in your niche. Google favors websites with fresh content, and WordPress’s easy-to-use interface makes setting up a consistent publishing schedule simple.
If your WordPress website is going to be successful, it’s important to vary the type of content you’re publishing. Your articles and blog post topics should also relate to your niche, but you should refrain from only publishing content about your products or services. Content marketing on the WordPress platform works best when you’re drawing your target audience in with interesting, useful content rather than making a straight sales pitch.
Best WP Plugins and Themes for Your Content Marketing Strategy
WordPress is the top comment marketing system in part due to the wide array of plugins and themes designed and developed to maximize your content marketing strategy. Some plugins and themes are free while others offer free basic versions with Pro features that come at a cost. Whatever your marketing budget, you have access to WP plugins that will help to simultaneously simplify and skyrocket your content marketing strategy.
To start, one of the most powerful WP plugins is Yoast which assists you in optimizing your content for search. When paired with proper keyword research, the Yoast plugin acts as a checklist and lets you know how you’re doing with optimizing your post for search engines like Google. Speaking of Google, another must-have WP plugin is the Google Analytics WordPress plugin. Regularly checking this valuable data will aid you in evaluating your content marketing strategy and highlight what decisions you should make moving forward.
Finally, you’ll need a way to capture leads and email addresses from the free content you’re sharing as part of your marketing strategy. OptIn Monster is a powerful plugin that converts website visitors into email subscribers which is essential for the longevity and overall success of your content marketing strategy. Although plugins are extremely helpful, installing them runs the risk of slowing down your website so it’s important to choose a lightweight WordPress theme that prioritizes SEO and mobile-friendliness.
Content marketing is hard work, but with the right plan, you can transform your website into a content marketing machine. Having the right plan starts with choosing the best platform, and for content marketing, WordPress leads the pack. Thanks to the wide array of plugins and themes to choose from, you can tailor your WordPress website to ensure that your content marketing efforts hit home with your target audience.
Jori Hamilton is an experienced freelance writer residing in the Northwestern U.S. She covers a wide range of subjects but takes a particular interest in covering topics related to web design, UX, marketingstrategies, and business productivity. To learn more about Jori, you can follow her on Twitter and LinkedIn.