It’s good to review your content strategy plan whether you have been using a similar approach for some time or you are a newbie in content marketing. Such an approach will make sure that you have an innovative, strong and up to date strategy for your content. One thing you need to understand is that the level of competition in any industry keeps on increasing over time. No wonder most marketers are creating more content this year than they did last year.
The first step of dealing with competition in the market is to have a smart and solid content in place. You may require some fresh ideas to include in your plan or you have a challenge planning for the next year. Here are some tips you need to understand while developing a content marketing strategy that addresses your business needs.
Understanding Content Strategy
Content strategy is that part of your marketing development and plan that deals with the management of the tangible media that you own or create. It can be downloadable, written or visual information. You need to have a good content creation plan for your brand. Some of the key things to consider include your target audience, the problem the content will solve, the uniqueness of the content, the format you will have to adopt, the channels you will publish your content, and how you will manage and schedule content creation and publication.
Importance of a Content Marketing Strategy
Content marketing will help your business to plan and prepare for cost-effective and reliable sources of traffic for your website and new leads. Imagine creating a single blog post that will generate a steady amount of organic traffic. A free tool or a link that is embedded to an e-book will continue to generate for you leads for an extended period.
The reliable source of leads and traffic from an ever-fresh content will give you an opportunity to experiment with other marketing strategies and generate revenue from sponsored content, distributed content, and social media advertising just to name a few. Apart from attracting leads, your content will help you to educate your target audience and create brand awareness. Below is a step by step guide on how to develop a content marketing strategy.
1. Define the Goals for Your Content
You should always have an aim as you develop a content marketing strategy. You should understand why you need to generate fresh content or develop a content marketing plan. Don’t begin the planning process before you understand your goals. This will assist you to have an easy time while determining the best strategy for your content. Defining your goals is the foundation of any content marketing strategy and you cannot overlook it and expect to succeed.
2. Carry Out a Persona Research
You also need to define the target audience for your content if you wish to develop a successful strategy. This element is critical especially for someone who is new in marketing. You will be able to produce more relevant and valuable content that will catch the attention of the audience and increase the conversion rate. Even the most experienced marketers may want to change their target audience. Your desire could be to expend your current target market or get a completely new audience. It is good to re-visit the parameters of your audience through an in-depth research in the market if you wish to grow your audience over time.
3. Run an Audit for the Content
Most marketers prefer to begin with blog posts and switch to other pieces at a later stage. You can decide to create an e-book after doing weekly blog posts for the last one year. You can create a unique guide by distilling all the blog posts in an interesting e-book. It can be an ultimate guide that provides information in a unique format. The kind of format you choose depends on the nature of your business and how long it has been in existence.
4. Identify a Content Management System
You need to have a system that you can use in managing your content. Content management comprises of its creation, publication, and analytics. A HubSpot customer can plan, produce, publish and even measure his results in a single Hub Spot software. Other common content management systems include WordPress and CoSchedule among other sites. All you need is to choose one that will meet your content management needs with a lot of precision.
5. Brainstorm Ideas for Your Content
There now comes a time when you need to come up with content creation ideas for your next project. Some of the tools that you can use to keep the ball rolling include HubSpot’s Website Grader, What to Write, HubSpot’s Blog Topic Generator, Feedly, BuzzSumo, Content Forest, and Blog Post Headline Analyzer. You can take time to study each of them to understand how they can assist you to create and manage your content.
6. Define the Kind of Content You Wish to Create
There are so many options that you can use in creating your content. Some of them include blog posts, e-books, infographics, videos, podcasts, and external content just to name a few. Identify the ones that will serve you well and integrate them in your content marketing strategy.
7. Publish Your Content and Manage It Appropriately
Once you have the above points in place, the last step is to publish and manage your content. You also need to know how you will organize your content a part from understanding the type of content you need. A good website should have a diverse and well-balanced content. You also need to have a social media content calendar in place to help you in managing and promoting your content on other sites.
Some of the evergreen ideas just stay around for a few months and they become outdated. This does not imply that you ignore timely topics. They may not form a big chunk in your editorial calendar but can assist you to generate very useful leads. You could also incorporate popular holidays like the Christmas Season and new year in your content calendar especially if they have an impact on your business. These tips will position you well as you develop a content marketing strategy for your brand.