What is Content Marketing Strategy?
A content strategy may be a strategy that takes your business goals, then uses content as a primary means to realise those goals. For instance, your business goals might include increasing brand awareness (to ultimately drive more revenue) — to realise these goals, you would possibly implement a content strategy that focuses on SEO to extend website visibility on the SERPs and drive traffic to your products or services.
New business owners might assume a content strategy which may be a 'nice-to-have', but not entirely necessary early . However, producing high-quality content to satisfy business needs can help companies build trust with new audiences and, ultimately, succeed over the long-haul.
In essence, an honest content strategy is usually the inspiration of your attract and delight stages during a buyers' journey. Along side attracting new prospects to your brand, you would possibly also use a content strategy for sales ennoblement and overall customer satisfaction.
Why Content Marketing Strategy Is Important ?
A content marketing strategy may be a document (or set of documents) that describes how you propose to draw in and have interaction your target customers with content. It typically includes an analysis of your customers and therefore the sorts of information they’ll need as they appear for solutions to problems you'll help them solve. It'll also discuss your business goals and therefore the role your content will play in supporting those goals. And, finally, it'll outline your plans for building and distributing content given your available resources.
Creating a content marketing strategy is vital for any business that produces content because, quite frankly, content is an investment. You’re investing time and resources into assets which will have a profound effect on how people experience your business.
When you set goals and craft content with intention, these assets can deliver a return on your investment, for years after you are doing the work. But if you create content haphazardly, it's going to have little effect in the least , which makes it easy to urge discouraged.
A content marketing strategy gives your work focus. Stating exactly why you would like to make content and what you expect to try for you, is powerful. It provides you with the insight you would like to research, plan, and build great content which will inspire your customers to require action.
1.Establish Your Goals and Objectives
2. Get to understand Your audience
3. Perform a Competitive Analysis
4. Conduct Topic and Keyword Research
5. Document Your Strategies and Tactics
6. Inventory and Audit Your Existing Content
7. Build Your Own Brand Partnership
8. Create and Promote Your Content
Now, before we go any longer , i would like to form something clear. Building a content marketing strategy may be a cycle, not a process. Once I help clients with their content marketing strategies, we start small by picking one or two areas of focus. Then we create and promote their content, track the results, and adjust our plans as we learn. I will be able to walk thru each of those important steps below. But you and your consultant can adjust the order and revisit steps to accommodate the requirements of your business.
Steps to Creating a Complete Content Marketing Strategy Plan
1. Establish your Goals and Content
A good start line for your content strategy plan is to line out a content marketing mission statement. This is often a quick statement that creates it easier to specialise in what’s important – and what’s not – in creating your content so your content marketing strategy stays on target .
A content marketing mission statement outlines:
- Your audience
- The content you’ll use to succeed in them
- The benefit they’ll get
While the mission statement covers what your audience will get from your content marketing strategy, you furthermore may got to believe what your business will get from it. That’s where your business goals are available .
Typical goals include:
- Improving revenue as a results of your content marketing strategy
- Making more sales and getting more high-quality leads, which can assist you meet your revenue goals.
- Getting more traffic to your site, because the more traffic there's , the greater the chances for meeting your other goals.
- Improving the perception of your business, so you gain influence and authority and are seen as an idea leader.
- SEO success, which results in more traffic.
- Reduced marketing costs, as your content becomes simpler .
- Social media engagement, which may help with both traffic and authority.
2. Get to Understand Your Audience
Audience building is at the guts of today’s content strategy. The more content-saturated our online world becomes, the more important it's for brands to focus their energies on highly specific audiences.This year, 80% of content marketers are focused on audience building. That’s an 18% increase over last year. That’s great news for marketers who specialise in building subscriptions through content marketing.
1. Buyer personas
2. Branding guidelines that set a uniform style and tone for your content
3. Understanding the requirements of your audience and therefore the problem that your brand solves
Above all, your strategy should have a transparent audience description that clarifies who you're creating content for. In this manner your entire team can rally around creating informative, engaging, and entertaining content for your audience .
3. Perform a Competitive Analysis
Analysing your content performance is that the best thanks to understand what sort of content is connecting together with your audience, then determine what pieces to get next. Your audience will offer you clear signals about what attracts their interest the foremost , making it easier for you to return up with new content that intrigues them.
Content metrics fall under four categories:
User behaviour: unique visitors, pages per session, bounce rate.
Engagement: likes, shares, comments, mentions.
SEO results: organic traffic, dwell time, back links.
Company revenue: number of leads, existing leads affected, conversion rate.
Dizi Global Solution can help analyse which content offerings are connecting together with your audience and find out what subsequent content piece should specialise in . Our Content Marketing Platform offers unique tools, such as:
Content Audit, which analyses your existing content and segments it into groups.
Post Tracking, which helps track the reach of articles you or a competitor has already published.
For a deeper analysis, use ImpactHero, a sensible content analytics tool that helps you to examine your entire content funnel and prove the effectiveness of your content strategy. The tool breaks down your content by buyer journey stages, detects the foremost impact copy, and provides practical recommendations on improving your efforts.
We have developed ImpactHero specifically for content marketing teams and supported their needs and feedback. Using the tool, you can:
Analyse and measure your content funnel performance by stages;
Discover the impact of specific pieces of content on conversion;
Learn what quite content attracts your target audience;
Get performance-driven recommendations on improving under performing pieces.
4. Content Topic and Keyword Research
Each piece of content starts in draft form. You'll use Microsoft Office, Google Docs, or the other program with which you’re comfortable. Alternatively, write your drafts in WordPress or your preferred content management system.
After you write your draft, let it sit for each day or two before you revise and edit. Alternatively, send it to a trusted editor who can catch mistakes and means jumps in logic and other issues.
You don’t want to rely exclusively on one keyword. To assist Google understand your content, mix in related keywords.
Google has got to parse plenty of information, so you would like to try the maximum amount as you'll to assist . Many keywords have dual meanings, as an example , so adding related keywords will help Google understand what sort of search intent to focus on .
5. Document your Strategy and Tatics
According to recent research, advances in communication technology have triggered the utilisation and reliance on mobile devices. The potential customer simultaneously uses assorted stationery and mobile devices. This suggests that the web content must be effectively accessible from smartphones, tablets, desktop computers, and laptops. Successful content marketing must embrace the simplicity and liquidity of being available and accessible in what has become a multi-device world. The marketer should customise the content for consumption by a comparatively mobile public.
The world goes mobile, and content marketers should therefore always cater to a mobile audience. Unfortunately, that's not all. During a recent study commissioned by Facebook, it had been found that the international audience targeted by content marketing uses several mobile devices simultaneously. Among a sample of 2000 adults within the UK and therefore the US, the study recorded over 60% of adults online accessing the web using a minimum of two mobile devices on a day to day . Most of those adults used the mobile devices simultaneously. Further still, 25% of USA citizens and 20% of UK residents simultaneously use three mobile devices. Interestingly, over 40% of the sample in both countries start a web activity using one mobile device then complete the activity using another device. The impact of content marketing thus depends not only on how well it caters to a mobile audience, but also on how well it facilitates multi-device usage.
6. Inventory and Audit your Existing Content
So if you've got old posts that aren't up to the present content standard, you'll rework on them and check out to feature additional information thereto . Other ways to re-purpose old content is by optimising the content with new keywords, adding images, videos, and info-graphics to the prevailing content to form it more meaningful. Once you rework on old content, you'll republish them on your blog and share it across social media to realise traffic.
7. Build your Own Brand Partnership
For influence marketing in 2020, brands are going to be collaborating more with micro-influencers from specific niche in order that users can relate to the products or services being endorsed. With people getting smarter about choosing products and services online, celebrity influencer marketing is becoming less relevant to the audience.
When you decide to endorse a replacement product online, people want to listen to honest opinions coming from people they will relate to. So, if you’re getting to recommend a shampoo in 2020, rather than spending a fortune on celebrities for endorsement, collaborating with local hairdressers and hair stylists with an honest follower base will offer you better outcomes.
8. Create and Promote Your Content
We have already mentioned that one among the core elements of Content Marketing is owned media development. Earned media and paid media, in their turn, represent essential elements of a content distribution strategy.
You can see below how owned, earned and paid media can work together:
Create an Integrated omnichannel Experience
Providing omnichannel communication to your audience is that the best thanks to help keep your brand at the forefront of their minds. By aligning the brand messaging and goals across multiple channels, your audience will get a transparent picture of who you're and what you'll offer.
Identify the foremost Relevant Channels
Resources should attend the channels where your audience already spends most of their time to offer your content the simplest chance of being seen. Specific social media analytics and demographics can determine which channels to undertake to interact your clients or audience , and which of them could also be a waste of budget. For example:
Pinterest can distribute visual content pieces like info graphics, schema or original illustrations, and attract traffic to your website.
Instagram may be a excellent spot to inform a visible story that develops your brand’s identity. It's particularly relevant for B2C, especially for areas like beauty, lifestyle, travel, etc.
Snapchat features a younger presence, making it a key channel for brands that market to millennial and tween, but it's smaller for those that want to succeed in the older demographics — generation X or Baby-boomers.
Using the research you've got already compiled, you'll determine where your audience is presumably to ascertain and consume your content.
Automate Social Media Posting
Creating a seamless user experience on different social media channels can seem time-consuming, but it doesn’t need to be. You'll easily automate posting to multiple social media networks to save lots of resources and ensure accuracy in timing.
Schedule social media posts before time with Social Media Poster and check which of them are becoming the foremost engagement from followers.
