6 Steps to Building a Bulletproof Content Strategy
As a kid, my dad used to say, “You should never assume, because it makes an A$$ out of U and ME.” He is a wise man. I should really follow his advice.
With that said, I’m assuming two things …
Content marketing has a place on your endless to-do list; it’s probably positioned somewhere above your expense report and below your fire drill du jour.
It rarely gets touched because it’s not an “easy” item to cross off. A solid content marketing plan requires strategy, expertise, and time.
Am I right? Maybe so, maybe not. But it’s worth your consideration—and investment.
Content marketing is one of the most effective methods of growing audience engagement, developing brand presence, and driving revenue.
Research shows that consistent, high-quality, and engaging content impacts audience decision-making more than any other technique. It has the power to establish credibility, to build trust, and to strengthen reputation.
Getting started doesn’t have to be daunting! Follow these six steps to build a smart content strategy:
1. Establish Objectives
Be solution-driven. Before you ever write a single word, it’s critical to determine what you’re trying to accomplish and how it ties into your larger business goals. For example, do you want to drive leads? Increase awareness? Foster brand loyalty? Defining your objectives will help guide your content decisions regarding topics, format, distribution, and calls to action.
2. Define & Understand the Audience
Do your research. Determine who you’re trying to reach with your content. Is it one audience or multiple? Where are they in their journey as a consumer or donor? What content do they already engage with? How do they consume media? What challenges can your company solve for them?
Take the time to do your research and ensure you’re delivering content that's relevant and tailored to each audience persona.
3. Conduct an Audit
Don’t let old content go to waste. You probably already have a library of blogs, social media posts and videos. Inventory what you have and determine what is relevant to help you to meet your goals. Look at metrics to see how those pieces performed, then refresh, reformat and repurpose to support your new strategy.
4. Determine the Format
Keep it interesting. Craft content in a variety of formats that optimize engagement and maintain user interest. Always consider how the information you offer will be most easily consumed and shared. Popular content types include blog posts, e-books, case studies, templates, infographics, videos, podcasts, and social media.
5. Choose the Right Channels
Meet your audience where they are. Research can help you understand where target users are hanging out. It’s also important to consider where you may already have a strong presence and following.
6. Create a Calendar
Stay organized. Lay out a plan that outlines the following details for each piece of content:
• WHO is responsible
• WHAT is being published
• WHEN it is being distributed
• WHERE it is being posted
The format could be as simple as a Google Calendar or as involved as project management software such as Asana.
At the end of the day, content marketing helps businesses prepare and plan for reliable and cost-effective sources for web traffic, new leads, brand engagement and loyalty.
70% of marketers are actively investing in content marketing. Don’t get left behind!
