How To Develop A Killer Content Strategy
Effective digital content marketing relies on strategies to achieve specific outcomes. Unfortunately, only a fraction of companies realize the benefits of content panning.
Many companies dive in without formulating a content strategy and assembling the team needed to sustain the long-term consistency required for success.
Entering the digital marketing world without a strategic plan only hurts your budget with no substantial results in the end. The competition is fierce out there, and that is why you need to develop a killer content strategy.
But how can you create a content strategy that moves the needle? To develop a killer content strategy. You need a framework that will help you create a solid marketing strategy.
Keep reading to discover how to create a killer content strategy.
Know your goals
A content marketing strategy begins by identifying your desired outcome. Think about your brand’s plans and intentions. These goals have a crucial influence on the type of strategy you will adopt; therefore, make sure every team member is on the same page.
Do you need more traffic to your website?
Do you want to reach more people?
Are you introducing new products?
Do you want to improve SEO success?
Do you want to increase social media engagement?
Do you want to change people’s perception of a particular product?
Normally, business goals switch from time to time. For new companies, your first goal might be on creating a brand identity and, with time, switching to nurturing leads.
Establishing clear goals helps you make an informed content strategy.
Research. Research. Research
The key to a successful content strategy is to know your target audience and how you plan to reach them. Identify your target audience by following these simple steps.
–Collect demographic data from your subscribers, viewers, and social media followers. Use email, social media, and web analytics to gather demographic information such as age, gender, education, and income.
– Obtain feedback from your customers – Customers will give tell you how they feel about your products. You will know their pain points and formulate ways to solve their problems with your content. You can survey customer feedback with WP forms, smart surveys, real-time polls, among others
– Create a buyer persona- Think of your client as an individual; information on the buyer persona should include the customer’s challenges, pain points, behavioral motivators, and source of knowledge.
Creating a buyer persona helps you gain an in-depth insight into the kind of content your clients will respond to, how your content will help solve the pain points and why they need it.
After you have determined your target audience, do keyword research. You need to show up to your customers where they hang out the most. Research on the keywords relevant to your audience.
Then create content around these keywords. By doing this, you will boost your SEO rankings and drive more traffic to your website. For keyword research, use tools such as Google keyword planner and Ahrefs.
Understand the keyword gaps between you and your competitors. These are the search questions that your competitors currently rank for but do not rank for. Identifying keyword gaps helps you develop a strategy that will fill the gap between you and your competitors.
Look out for your unique selling point. There is always something you can do better than anyone else. Look out for that one thing that if your clients knew about you and capitalize on that. Leveraging on the USP helps you stand out in a crowded digital world.
Create content ideas
Roll up your sleeves. It is time to get busy.
Now that you have the target keywords brainstorm ideas for your content. Consider the buyer persona when coming up with content ideas. What type of content is most likely to be engaging at the moment. Which channel is your clients likely to engage most?
Think outside the box and create ideas that make you stand out. But make sure your claims are backed by research.
Create several ideas, explore each idea’s pros and cons, and work on ones you deem fit. For instance, if you target a younger audience, a blog post with videos and infographics on social media will be an excellent channel.
But you might think, how can I come up with new ideas. Do not try to reinvent the wheel. There are millions of indexed web pages on your topic. Fortunately, most of them are poorly written.
Take advantage of this, improve and iterate what has been already published. Formulate new ways of approaching particular topics, or cross-pollinate several ideas, and develop your unique content. Use tools like Buzzsummo to discover content engagement.
After conducting research, and creating content ideas, get down to creating content.
With adequate research in your hands, you certainly know your audience’s needs and how you reach them at the right time, with the right information and through the proper channels.
If your research finds that your target audience prefers short blog posts, create short blog posts. Even if you hired an agency, ensure they consider such information.
Choose the content distribution channel
You should choose a handful of distribution channels that will allow you to reach your target audience easily. For example, you can choose a blog and Facebook, which helps your business focus on distributing information through these designated channels.
To prevent clutter, manage your publication from a topical standpoint. When planning and distributing your content from a topical standpoint, you can visualize your content and become an authority over time.
Monitor engagement and follow up
You have followed all the steps from the inception to the publication of content. You have delivered valuable content to your target audience. But you are not yet done.
You need to monitor engagement and follow up on the comments. Follow up on the likes, shares, and comments your content has received. Keep the engagement going after you have published your content.
Comment and interact with your audience. Show them that they matter to you and appreciate their opinions. Engagement helps build a solid relationship with the audience and build brand loyalty.
Even if your content is not salesy, monitoring your engagement provides a significant learning experience.
With this data, you will know what is effective and what is not. That is how you learn. Use the information collected in the future when developing future content strategies.
The bottom line
Rome wasn’t built in one day. Building an effective content strategy takes a lot of workforce and effort. However, an effective content strategy yields tremendous benefits in the long run, which makes your effort worthwhile.
Do you need help formulating a content strategy that will scale up your business and guarantee a huge ROI?
Talk to experts now!