Updated: Jun 7, 2020
Content Marketing Strategy - To skyrocket your business growth
The demand for content is huge. A recent statistic revealed that 70% of businesses are actively investing in content marketing, however only 37% of B2B marketers have a well laid out content strategy, which is documented. It comes as no surprise that these companies do much better than their competitors. To get a head start on your competition and to build a profitable online business, start with having a smart and solid content strategy in place!
What is content strategy?
Content does not just refer to written blog pieces but to any tangible media you have created and own - written, audio, visual, info graphics, downloadable case studies / white papers (for B2B), and a lot more. 40% of the US population listen to podcasts and is considered to be the next best thing in content marketing. Hence your content strategy is a marketing plan to establish your brand and create the required noise.
Why create a content strategy?
Content marketing helps prepare businesses to generate a steady amount of organic traffic, while solidifying your brand identity. Audience come to your website when there is dynamic content, stagnant content, pulls away repeat visitors. While it costs you close to nothing, the knowledge shared establishes you and your brand as thought leader in your domain and provides a medium to showcase expertise. This gives your brand a competitive edge over others in the industry and more social mentions / shares and retweets.
How to create a rock-solid content strategy?
Whether you are just starting out on your content journey, or been using the same approach over the years, it is alright to revisit your strategy and ensure it is in par with today's innovations. Here are a few tips on how to create a content plan:
1. Define your goals - Why and for whom are you creating this content plan - should be your first question. A relevant, albeit brief, ideal customer profiling will help in strategizing and outlining the focus areas – demographics, content that will interest them and where can we reach them! Say for B2B, LinkedIn is considered the best place to share articles of interest to your audience which will educate them to their field of interest, while for B2C various type of content such as videos are working best today both on Facebook as well as Instagram. The result?
Higher traffic to the website
Reduced marketing costs over a period of time
2. Set up your KPIs- The best way to achieve the above listed goals is to make them measurable by setting milestones and attaching specific numbers to them. The Key Performance Indicators (KPIs) do just this by ensuring you have ticked off the following from your list:
New and increased subscribers
Increase in site traffic organically or through referrals
Social media influencer status
Reached the target revenue with least investment monetarily
3. Create but don’t shy away from curation - Unless you know who you want to sell to, you will not be able to curate the right content. remember nobody, nobody subscribes to promotions.
Collect demographics of your visitors - age, gender, education and interests
Existing customers' profile review will help understand the target audiences'
Create buyer personas - Describe your ideal customers' avatar based on their pain points, challenges and behavioral motivators
Bring them content from around the internet, not just your website, or your properties, this makes you the one-stop to know it all about any topic / industry
4. Assess your current content - Analyze the existing content and figure out which content is helping you reach your goals by following the below steps:
Log your content - Tools are available to log and analyze your content including content titles, description, slingbacks and social shares.
Assess the usefulness - Look for inbound links to the content, search engine rankings and sharing of the content to get an idea on how effective your content is
Identify the gap - Missed keywords, questions you are not answering to or content which need to be more visionary than just informational
5. Let Google love you - It is best and crucial that your presence is felt where your audience are! Figure out these channels and share content in those particular network, use pseudo personas to trigger conversations around topics that help bring in more engagement.
Google is now a smart engine - the new algorithm looks for content quality than keyword density or mindless repetition
The more shares, links backup your content hahyperlinked both internally and from external (quality) sourcess, Google brings you right on top of the ranking
And the more Google loves, the more your audience trust your content, right? It’s a cycle!
6. Calendar, Create, Collate - Once the content calendar is ready, have a dedicated schedule and responsibility for each work.
A content strategist is usually in charge of creating a calendar – the posts (blog / social media) writing or getting it written / curating / collating content
So ensure you have content writers, visualizers, designers / video editors in-house or outsource well ahead of time according to your calendar
Strategize your calendar at least two weeks ahead of time, to give a chance for design work to be completed, guest writers to be approached and hosted – podcasts to be taped, what not!
Mark important dates during this period and keep special content ready for
9. Bring your brandat the centre of it all – The way you write, your style, the value your brand believes in, should be like a brand guideline to your writing just like for designing, engraved in the minds of your audience, never to be drifted off from.
Your content must be published on owned media (blogs / social media channels), paid media (Adwords /Sponsored / boosted posts) as well as earned media (PR in newspapers and magazine articles/ influencer mentions)
Create events and news that give content to journalists, video to youtubers, and enough rarity for critics to review and fans to rave about
Market your content - Having an am/az t not marketing it right is as good as not having content at all!
10. Measure ROI - Having an amazing content but not marketing it right is as good as not having content at all!
Have you marketed it right? Have a clear CTA?
Branding and communication goals achieved?
Can generate leads?
Most of all, as our title says, there is nothing like a catchy title or good subject line that earns you readers, followers, leads, customers.
Do you love the brand image created? Then so will your audience and end customers!