If you’re new to content marketing, but ready to learn, you need to be prepared to go through dozens, if not hundreds of texts, videos and other types of tutorials, which should all help you understand the importance of content strategy. And the best thing is that every strategy of this kind needs to change, as a result of various shifts in demand and trends. That’s why staying in the loop is the only way to be successful in this business. This text deals with how you can create a solid content marketing plan, which makes it suitable both for novices in the field and those who haven’t revisited their strategies recently.
Defining the term
Let’s start by making sure we’re on the same page when it comes to content strategy. It is a strategy that deals with how you use content as a primary means to achieve your business goals. Let’s say you want to increase brand awareness. One of the options is to focus on SEO to increase website visibility and drive traffic to your products or services. In a nutshell, you should treat content strategy as the foundation of your “attract-and-delight” stages in a buyer’s journey. So, what is it you should take into account when creating your own strategy?
The thing is that SEO is not a one-time deal. It is actually an investment that needs ongoing attention in order to see long-term results. The factors that affect SEO are authority/age of the website, link building, penalties, SEO-friendly design, structure, and many more.
Logically, you need to identify the target audience for your content, or possibly several different audiences. Based on that, you’re going to create your content and chances are you’ll have to target more than one group of people. Establishing who your audiences are is also important for selecting the channels you’re going to use to reach them.
How can you help them?
You increase your chances of selling your products or services to people who have a problem that your offer can solve. Your content should coach and educate your audiences through this problem as they identify it and address it. A good strategy supports both those still figuring out what their main obstacles are and those who have already used your product or service to overcome those challenges. Your content needs to reinforce the solutions you’re offering and make your customers more qualified and educated users of your product. Probably the best advice in this respect is to turn to a well-established content strategy agency, which knows how to create content that is in line with your business goals and how to place it appropriately.
What sets you apart from others?
No business can thrive without at least one unique selling proposition, especially because every company has competitors offering the same products and services as they. Your content can help you with making you stand out. If your content manages to make people listen to you, they’ll be much more likely to decide to buy from you. Well presented and informative content will surely be appreciated by your audiences, which will be reflected in the increased traffic towards your site and, ultimately, better conversion rate.
What formats should you use?
Another decision you need to make is related to the formats in which you’ll present your content. It could be blog posts, videos, or infographics, to name just the most popular ones. Each format has its merits, and you need to know which one(s) you’re going to use because you also have to budget for them.
Publishing and managing your content
Your strategy should not cover only what type of content you’re going to create, but also how you organize it. To begin with, you need an editorial calendar to help you with publishing a well-balanced and diverse content library on your website. Also, you need a social media content calendar, so that you can promote and manage content on other sites.
Creating a content strategy is a difficult task, especially since there are so many elements that need to be put together carefully to create the bigger picture. However, following these tips will help you focus and better understand what you’re supposed to do. When you realize who you’re targeting with your content and what results you expect from your action, you need to focus on crafting great content in different formats and place it through various channels. Remember, if your content solves a key problem of your audience, you’ve hit the jackpot.