How to Develop an Effective Content Marketing Strategy
If you are looking on information about developing an effective content marketing strategy then you are in luck. We are going to discuss why it’s so important for your brand to tell its story and use that information to engage your target audience and turn them into leads, sales and other actions that translate into revenue for your business.
What do content marketing strategies need to include?
Your content marketing strategy is different than your content marketing. Your strategy needs to be a detailed outline of who your target customer is and what questions or concerns they need answered before they convert into a paid customer. Then, you need to figure out how you can use content to address those concerns or questions.
While every single business will have a slightly different strategy, here are five basic components that it will typically include.
1. Reason for creating content.
Every business will need to identify a clear reason for creating content. For example, we publish a new blog post daily in order to provide free helpful information to every business owner that visits our website. Our reason for creating our blog content is to educate and provide value.
2. Purpose for creating content.
No business creates content without a plan. Sticking with our example, our goal is to convert our blog readers into leads for our online marketing services. We publish such frequent content that it pulls in prospects around the clock, and some of them call our company, fill out our contact form and join our newsletter. The main purpose of our content is to generate leads.
3. Your target audience identified.
In order to create content that is going to work as desired you need to know, without a doubt, who your target audience is. You need to know what their needs are, what type of conversion funnel or buyer cycle they will typically follow, etc. Knowing all of this helps you to create the right kind of content.
4. The message you want to communicate via your content.
It’s important to have a concrete understanding of what type of message you want to make with your content. This is where you figure out how you are going to separate your content from that of your competition. What is going to make your target audience want to engage with your content? What edge can you provide?
5. The platforms you will use to deploy your content.
This should include all of the platforms you will leverage to get your content out there. This can include your own website blog, guest blogging, infographic distribution, social media, email, etc.
Your content marketing strategy needs to constantly evolve.
There are going to be some parts of your strategy that remain consistent, such as the frequency that you update your company blog. Your goals might change though, and you need to be willing to adjust your content along with your business goals.
If you see that a particular platform isn’t producing the results that you desire or there isn’t a return big enough to justify the time and energy don’t be afraid to pivot. For example, if you were creating videos and at one time they were generating solid leads but that has dried up then shift your effort to what is working. Content marketing is going to constantly change. You need to be willing to change your strategy in order to benefit your business.
If you don’t have the time and resources available, contact us to discuss our complete content marketing services. We work with brands of all sizes to help create content assets that deliver a strong ROI.