If you’re a content publisher, you need to know how to connect your content to your users.
After all, it’s not enough to simply post great content on your website. In a world where SEO is becoming more competitive than ever, you need to know how to distribute your content and pull people back to your site.
In this article, we’ll explore a few essential tips, tricks, and tactics for grabbing people from around the internet and driving them back to your website.
How to Connect Your Content to Your Users
A pipeline is the fastest way to get something from point A to point B. In sales, the pipeline is the process used to turn prospects into leads and leads into customers. In the movie industry – and virtually every other industry that produces something – a production pipeline refers to the assembly line process that transforms raw material into a finished product.
The same concept can be applied to your content marketing to connect your content to your users, improve distribution, and increase engagement.
When it comes to content marketing, it’s a good idea to apply the pipeline concept to your entire content framework, from production to distribution to optimization. A structured model such as a pipeline will help you organize your content efforts and make the most from your marketing and your monetization plans.
Let’s look at how to connect content to customers with a stage-based content pipeline.
Applying a 5-Stage Pipeline to Your Content
The first step in any content marketing and monetization program is content strategy. This involves everything from industry research to keyword research.
Every successful content strategy should focus on at least these three key areas:
- Monetization – The profit model is central to the success of any business, so any content strategy should be geared first and foremost towards monetization and scalability.
- Marketing – SEO, audience appeal, distribution, social media, and other outreach efforts should factor heavily into the mix.
- Engagement – Since engagement underpins the entire content business, this should be the top priority.
You will also want to incorporate other, related research into your content strategy. Market research, industry research, and competitor research can all inform your content decisions.
The more work you put into the strategy stage, the less profit you will lose due to trial and error.
The second stage of any content pipeline would be content creation. Analogous to the development stage of app building, this stage involves the production and implementation of the content.
Whether content consists of blog articles, videos, infographics, or a mixture of content formats, this stage should focus on adding value to the end user.
Generally, you will want content creators that know how to inform and entertain. On the one hand, users are consuming content because they are hungry for information. But unless the content is packaged in an easy-to-digest format, they will go elsewhere to have their needs met.
Distribution is the stage where you actually connect your content to your users. Content creators love the creation stage, so publishers who are weak at marketing should seek expertise during this phase.
The distribution stage is just as important – if not more important – than the first two stages. After all, if no one knows about your content efforts, you won’t be able to connect to your target audience and earn a profit.
To effectively distribute content and connect to your users, employ an omnichannel outreach program that embraces:
- Social Media
- Guest Posting and PR
- Offline Networking
And so on. The more channels you can include, the better you can connect your content to your target audience.
You should analyze a variety of aspects to your content program, from marketing to monetization.
Develop key metrics that will help you test the health of every aspect of your content pipeline. User experience metrics, user engagement metrics, marketing metrics, and advertising feedback can all help you learn about your content pipeline.
Don’t rely exclusively on data, however. Remember that your customers and users are humans. Solicit feedback, read reviews, track your brand’s reputation, interact with users, and implement user testing.
The analytics that you gather in stage 4 will give you the data you need to test, retest, and improve your content pipeline.
Find the weakest links in your chain and work on those first. Every aspect of your funnel can be optimized, from the overall strategy to the marketing. By listening to your customers, split-testing, and running market experiments, you can enhance your pipeline and your funnel.
The more that your business relies on content, the more you should develop a structured content plan. This pipeline model is one way to help you organize your monetization and marketing efforts. When used properly, it can streamline the entire publication and distribution process, increase engagement, and raise profit margins.