HOW TO CREATE AN EFFECTIVE CONTENT MARKETING STRATEGY
As the world whizzes past at a pace that can be hard to keep up with, traditional practices often do not hold their ground in the face of change and innovation. With the onset of the digital age, content marketing is slowly replacing traditional methods of marketing. According to the Content Marketing Institute, content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action”. This form of marketing has gained quite the traction in the past couple of years and if statistics are any indication of why you need to jump onboard the wagon- content marketing generates over three times as many leads as outbound marketing and costs 62% less. Here’s an effective way of creating an effective content marketing strategy-
1. What is the Goal?
While developing your content strategy, it is important to visit the finish line before you get there. Determine why you want to produce content and the purpose of your digital content marketing efforts. By setting goals, it becomes simpler to outline what content you want to create and what the call to action will be. If the objective is clear, it becomes easier to streamline your efforts to create an effective strategy that will help you get there.
2. Take the Deep Dive
One of the most important steps in content development is to establish your content’s target audience. Take the plunge and thoroughly research your audience personas, their pain points, concerns and thoughts. This will help you create relevant content that will cater to your target audience, which will provide value to them and aid in conversion. Periodically conducting market research can help you figure out if your target audience has changed and help grow your audience.
3. Decide Themes and Topics
With research done and dusted, you should have a fair idea of what content you want to publish. Jot down a list of the themes and topics your content will focus on, all while keeping your target audience in mind. It can also be helpful to take a step back and assess the content you’ve produced so far as you will be able to gauge what content is doing well with your audience and what is not.
4. Create Content
It’s time to start creating! As a content creator, it is crucial to publish quality content, regularly. When you publish consistent and quality content that engages with your audience, it sprouts a meaningful relationship with them, creating a positive customer experience. What will set you apart from the other content will be the unique angle you bring to the table. Called “content tilt”, it refers to taking a topic and tilting it your way. Publishing content that intersects between your brand’s expertise and the audience’s pain points is key to resonating with your audience. At times, it might be difficult to find a unique proposition to offer, but as a content creator, it is important to offer your audience a distinctive perspective and not be just another face in the crowd.
5. Channels and Formats
There are a myriad of formats and channels you can publish your content on once you brainstorm for content ideas. Blogs, ebooks, https://contently.com/strategist/2015/07/06/the-explosive-growth-of-online-video-in-5-charts/, info graphics, podcasts, are some of the formats popular nowadays. Determine what type of content you want to create and choose the most effective channels to publish it on. Publishing content on different mediums will help you meet your audience where they are and choosing the appropriate channels to publish your content will help generate new leads, create a cohesive brand conversation and direct the audience to your product or services.
6. Document Strategy and Results
According to the Content Marketing Institute, b2b content marketers who had a documented strategy found it more effective and felt less challenged with aspects of content marketing when compared with peers who only had a verbal strategy. Documenting your strategy will give perspective as to if the time and effort being put in is being translated to the desired outcomes. It is important to have a content management system in place to evaluate content creation, publication and analytics. A systematic approach like such will help you manage your strategy and execute it better.
Repurposing content is what you can call working smart. When you have a reserve of quality content that has done well in the past and has now taken a backseat, repurposing it with a new spin can grant the content a new lease of life. When you repurpose content into a different format and for different mediums, it reaches a new audience unlike before. In addition, it helps reinforce the message you are communicating with your audience and helps raise your organic visibility and traffic.
Now that we have armed you with the tools for creating an effective content marketing strategy, have fun creating!