Your Content Marketing Strategy essentially explains why you want to create content, what message you want to convey and how you plan to market or promote your content. It goes beyond analyzing the different ways content marketing can be used across the customer’s journey. It looks at the ways content marketing can be used together with other strategies (customer strategy, sales strategy etc).
What should your Content Marketing Strategy include?
Your Content Marketing Strategy is basically your plan on how you are going to use content to meet the needs of your business and your customers. It has to answer several questions:
Who are your buyers/your audience and what kind of content do they prefer? This question looks at the different type of information buyers seek along their buying journey. Get to know your target audience as this will enable you to produce more relevant content for them.
What are you trying to achieve with your content? What is your goal? Whether its building traffic, conversion optimization or generating leads, knowing your target beforehand will make it easier to aim.
What is your brand story? What is the message you want to communicate to your buyers and audience? In what way is it different from the message of your competitors? Spend some time on this. It has to be consistent and it has to be truthful. Do not over promise.
What channels are you going to use? Your strategy should also include the platforms you intend on using to achieve your goals and how you can connect them and make them cohesive with your brand story.
Metrics. How are you going to measure success? If you don’t measure, you will waste your effort. You must continuously measure as what worked yesterday may not work tomorrow as technology changes and habits change – sometimes rather quickly.
Once you have your strategy defined, you will start developing content, not the other way around. When it comes to the type of content you can create, there are many different options available, from blog posts that will attract new visitors to infographics that make the content more visually appealing, to engaging videos or even curating content created by others on occasion. Put important dates (you may want to run a special promotion for New Year’s, Christmas etc.) on your editorial calendar and schedule the content you want published on that day. Choose the external platforms where you want to share the content and adapt it accordingly. For example certain social media sites allow only a limited number of characters.
Remember, your content marketing strategy is not just content marketing or social media marketing but rather an umbrella term that encompasses them both and whose purpose is to address your customers’ needs.
Who should you share your content marketing strategy with?
Ideally, everyone should have access to it even those who may not be directly involved in the content marketing process as it will make them aware of your business and your customers’ need and they will feel inspired to work to meet them. You should also keep in mind that your strategy should remain relevant and consistent, so periodic revisions and updates are required.
To sum up, your content marketing strategy should outline key business and customer needs and how your content will address them.
We hope this article was helpful.
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