Here are seven steps that are essential to developing a solid content strategy:
- Set Your Goal(s)
- Determine Your Target Audience.
- Work the SEO Angle and Do Keyword Research.
- Analyze the Competition.
- Choose Your Distribution Channels.
- Create Content for the Entire Customer Journey.
- Develop an Editorial Calendar.
- Mix It Up.
What should a content strategy include?
Each piece of content should:
- Reflect your organization’s goals and user’s needs.
- Understand how user’s think and speak about a subject.
- Communicate to people in a way that they understand.
- Be useful.
- Stay up-to-date and and remain factual.
- Be accessible to all people.
- Be consistent.
- Be able to be found.
What are the 3 components of content strategy?
Successful content marketing strategies consist of a mixture of three types of content creation: Viral Content/Top of the Funnel Content.
- Viral Content. Viral, or top of the funnel, content pieces focus on awareness.
- Thought Leadership Content.
- Sales Content.
- Bonus: Pillar Content.
How do you create a winning content marketing strategy?
11 Steps to Create a Content Marketing Strategy to Grow Your Business
- Set Your Mission and Your Goals.
- Establish Your KPIs.
- Know Your Audience.
- Assess Your Current Position.
- Figure Out the Best Content Channels.
- Decide on Content Types.
- Identify and Allocate Resources.
- Create a Content Calendar.
How do you create a strong digital content strategy?
The 6 Essential Steps to Build a Digital Content Strategy
- Understand the Key Fundamentals and Foundations of Digital Content Strategy.
- Understand Your Audience.
- Know How SEO Fits In.
- Build and Solidify Your Online Authority on Your Website.
- Create Content the Right Way.
- Set Up Processes to Manage & Maintain Your Content.
How do you create a content strategy?
How to develop a content strategy (15 steps)
- Establish your content goals.
- Define your audience segments and buyer personas.
- Conduct a content audit and gap analysis.
- Map content needs throughout the customer journey.
- Conduct keyword research.
What does a content strategy plan look like?
Content strategy lays out the goals you want your content to achieve, what type of content is best suited to achieve those goals, and how you’re going to create, distribute, and measure the performance of it. That means starting out with clear goals and the KPIs that indicate whether you’re accomplishing those goals.
What is an effective content strategy?
An effective content strategy should drive audience engagement, boost your brand, and provide a healthy return on your investment. To do this, you need to establish a strategy that sets out your goals and tactics, keeps you on target, and helps you measure your results.
What are the 5 essential elements of a content marketing strategy?
5 Essential Elements of Successful Content Marketing Strategies
- Have a Clearly Defined Audience. Before outlining your content marketing strategy, you need to have a clear picture of your target audience.
- A Content Marketing Strategy with SMART Goals.
- Clear Value Proposition.
- Metrics for Success.
What are the different content strategies?
These are the eight most popular types of content marketing you can create for your readers and customers.
- Blog Posts. If you haven’t already noticed, you’re currently reading a blog post.
- Case Studies.
- Social Media.
What makes digital content successful?
There are three key goals that a content strategy should be looking to achieve: Engage your current audience, promoting brand advocacy and loyalty. Reach new users, driving brand awareness. Ensuring your existing content conveys the correct message and aligns with what your personas want to read and see.
How do I create a content strategy blog?
Five Steps to Craft a Blog Content Strategy
- Define your goals.
- Perform some target market research.
- Come up with topic ideas and keywords to target.
- Create a content calendar.
- Build amazing content.
How do you create good content in digital marketing?
30 Actionable Content Marketing Tips for Digital Marketers
- 1) Check for Grammatical Errors.
- 2) Write Relevant and Actionable Content.
- 3) Develop Content Marketing Goals.
- 4) Offer FREE Value through Your Content.
- 5) Use Content to Drive Leads into Your Sales Funnel.
- 6) Keep in Mind that Longer Content Performs Better.
Digital Content Strategy: How to Create a Strategy That Drives Results
Content marketing has demonstrated its capacity to generate traffic and convert visitors into purchasers. However, this is not sufficient on its own. It is a waste of time and resources to publish content without first developing a strategic roadmap. It is necessary to have a thorough and executable digital content strategy in order to get the outcomes you desire. The plan you develop then serves as the foundation for everything you do. Developing strategies gives you a sense of direction as well as a sense of purpose and goals for your journey.
As a consequence, let us discuss how to develop a plan that produces outcomes.
What Is a Digital Content Strategy?
You may find many different definitions of content strategy written by industry professionals in the sector. An organization’s content strategy, at its most basic level, serves as a roadmap that governs what, why, and how content should be generated within the company in order for the organization to achieve its objectives. A strategy is something tangible, not something abstract. A clear structure for all areas of a brand’s content is delivered by this method. Digital content strategy is a subset of overall content strategy, with an emphasis on how a firm will exploit the range of digital platforms to offer content to customers.
- That does not imply that the strategy will remain stagnant.
- It will also alter once you have access to content analytics that allow you to see what is genuinely effective.
- Even if it’s tempting to imagine that every company that creates content has a plan, this isn’t always the case in practice.
- An further 32% of respondents stated that their plan is not well-documented.
- If you want to be sure you do it correctly, write it down.
The Importance of Having a Content Strategy
Content marketing begins with goals and progresses in cycles through research, themes, core message, and consumer profiles. Content marketing is an ongoing process. A content marketing strategy is always changing and evolving. It is a constantly evolving collection of standards, objectives, and values. Your content will evolve in tandem with the changes in your buyers, industry, and goods. That is why it is critical to have a plan for continuous content marketing efforts. Create, publish, and manage content according to the steps outlined in this plan.
- It is intended to evolve throughout time, rather than remain static.
- Change is not something that content marketers are afraid of.
- You’ve most certainly had to adjust your content marketing strategy quickly in order to meet the epidemic and all of its implications.
- Many others will not be as wide and may be more niche in nature, depending on your sector and target population Change, on the other hand, is unavoidable, therefore it’s a good idea to be prepared for it with a consistent content marketing plan.
- It is something that businesses continue to build upon in order to attract new clients and maintain existing customers.
It enables everyone to be on the same page and comprehend the big-picture objectives for content creation and distribution.
Creating a Digital Content Strategy: 11 Steps
No of where you are in the development or improvement of your content marketing strategy, you may benefit from following these steps. The following are the key stages that you should follow.
1. Define Your Goals and How to Measure Them
Begin by identifying your objectives. What do you hope to accomplish through the creation of content? This has to be quantified in some way. Beginning with objectives will assist you in completing all of the next phases. Here are a few frequent objectives:
- Gain more followers and interaction on social media by posting unique material
- Increase blog traffic by posting original content
- Using gated content offerings, you may grow your email list. Increase your level of thinking leadership.
Make a plan for how you’ll measure your progress toward your objectives. If your objective is to increase blog traffic, you’ll want to keep track of page views as well as changes from month to month.
2. Know Your Audience
You’re writing material for your buyers, not for your executives, so keep that in mind. In the realm of content, this is a common point of disagreement. Brands have a natural tendency to brag about how fantastic they are to their customers. However, this will not be received well by the general public. You must have a clear understanding of who your customers are and what they value. Knowing your target audience entails the following:
- Identifying their pain areas and difficulties
- Identifying the locations where they look for material
- Acknowledging where and how they go in search of knowledge
- Recognizing and appreciating their objectives and motives
All of these components should be included in the creation of a buyer persona. It is possible that you will have more than one persona, therefore while you are planning out your themes, make sure that each one corresponds to one of your personalities.
3. Update Your Buyer Personas Often
Some experts believe that reviewing your consumer personas on a yearly basis is sufficient. In other cases, though, this is not the best rule of thumb. Instead, you should keep them up to date when new interruptions occur. It is vital to consider the influence of each event on your target audience as it occurs. Consider the case of Apple, which is about to release iOS 14 soon, and which will bring modifications to the IDFA (identifier for advertisers), which is used by corporations to track user acquisition via marketing efforts.
It is necessary for each organization operating in this arena to consider the implications of their actions on the brands, marketers, and developers with whom they collaborate.
4. Get the Resources (People, Tools) You Need to Be a Content Publisher
One of the most important aspects of your content strategy is determining what resources you will need to put in place to carry it out. Who is required to be a part of our content operation (in terms of responsibilities, skillsets, and so on)? What technologies are required to create high-quality material on a continuous basis that your target audience will want to read? A diverse group of strategists/planners, authors, designers, and technology professionals make up the majority of content operations on the human resources side of things.
- Having a plan in place is critical in this situation because it specifies the sorts of content you want to publish as well as the volume of information you want to produce.
- How many individuals do we need on the team to be able to realistically complete all of these tasks on a consistent basis?
- Even if you have ambitious ideas for a significant amount of content creation, if you don’t have the resources to hire all of the individuals you’ll need, you’ll have to scale back your ambitions and prioritize.
- In addition to content calendars and workflow builders, content automation capabilities, content analytics, and other elements will be included in such a platform.
- Furthermore, it makes the process more transparent.
- There may be a strategy in one area, workflows in another, and a content calendar in still another location on your computer.
- Instead, you should invest in a content marketing platform that serves as a one-stop shop for all of your needs.
- Your content calendars are also available, and they are completely transparent to everyone.
Having everything in one location makes it easier to optimize content workflows, allowing you to be more effective and productive in your work. It’s an absolute must-have for teams devoted to achieving outcomes through content marketing efforts.
5. Perform Content Audits
Conducting frequent content audits is another important part of keeping your content marketing strategy fresh and relevant. This process is vital since it provides you with a clear image of the status of your present material, as well as whether or not you have enough content in each of the buckets. Categories include themes, issues, buyer personas (target audiences), buyer phases, and format types, among other things. The amount of material you have in each of these categories should be known once you have completed your content audit.
If this is the case, go back to your approach and try to figure out why.
6. Outline Your Content Creation Parameters
The parameters of content marketing are comprised of both broad concepts and specific specifics. These criteria ensure that every member of the content team has complete visibility. They also guarantee that there is no inconsistency. Here are a few of the areas you should pay attention to:
- What is the frequency with which you will create content? What are the keywords that are relevant to your target audience
- Describe the sorts of material you will create (blogs, e-books, white papers, webinars, videos, infographics, and so on)
- Formatting and length standards for content (including SEO best practices)
7. Create Topic Clusters
Following the completion of the parameters, it is necessary to construct topic clusters. Examine the major points of convergence between your solutions and the problems that your customers are experiencing. You’re creating material that will be relevant to your audience, assisting them in answering queries and finding answers to their problems. Remember to keep this in mind. When it comes to developing subjects for the strategy, you aren’t going to be precise. That occurs in your content strategy as well as in your content calendar, among other places.
For example, if you own a recruitment business that specializes on IT expertise, your categories may comprise the following:
- How to recruit
- Recruitment challenges
- Reducing churn and turnover
- New employee onboarding
- And more.
You’ll then create content plans for each of the four key subjects you’ve identified.
8. Account for SEO
Keywords and search engine optimization (SEO) have previously been discussed, but they require their own section. The ability to rank organically, which is what effective content marketing can provide, is dependent on search engine optimization. However, you should write for your readers first, and then for Google. More than simply the keywords you’d like to rank for, their search volume, and competition should be considered in your search engine optimization approach. You should make use of technologies that allow you to know who your content competitor is and what they are doing.
It should include the following items:
- How to assess material that is currently ranking highly for a keyword
- What criteria you’ll use to determine keyword opportunities (would it be based on volume, for example? Competition? Both?)
- What unique or distinct perspective you may bring to the table
9. Decide on Distribution Channels
It is not enough for content to just exist on your website. You should think about the distribution channels that you will use. In the planning stage, you may use this as a general description that you can subsequently tweak. Social media, email marketing, and paid advertising will all be part of the plan.
10. Get Feedback from Non-Marketing Folks
Marketers might sometimes feel as if they are trapped in a bubble—but certainly not a silo! If this is the case, or if content collaboration is difficult to manage and implement, consider bringing in some outside viewpoints. More than likely, you don’t have a great deal of engagement with your clients or consumers. Others in your company are doing so. Maintain regular contact with organizations such as sales, customer service, and product management. They have the ability to offer you with knowledge that you would not otherwise be able to obtain through study or competitive analysis.
Incorporating their perspective into your content strategy may be a huge asset, allowing you to generate fresh ideas for material that is relevant to your target audience.
11. Adjust Based on Performance
The effectiveness of your content marketing efforts may be measured. This information may be obtained using a number of content analytics tools. As your content marketing engine continues to run, you should keep an eye on its progress. You may gain a great deal of knowledge from this. What you discover should have an impact on your content strategy. It is possible to observe that one subject cluster obtains significantly more views, interaction, and attention than another, while another may be underperforming.
A topic is not significant to your audience if they aren’t interested in it.
InsightsTips for Content Strategy, Planning and Measurement
Scott, you’ve done an excellent job! After traveling to the future, I’ve returned with some critical news: content marketing is only going to become more complex and demanding in the future. Already, this discipline includes everything from corporate objectives to audience profiles, strategy to keywords, channels to analysis, and everything in between. With the addition of technological disruption, information overload, and waning attention spans, the conditions are ripe for a full-blown panic episode.
We’re bringing content marketing back to the future in order to assist you in charting an efficient, productive, and results-driven route for your organization’s marketing efforts.
- Unique insights and motivating direction from some of the industry’s greatest thinkers
- Great marketers are the future of content
- Content Strategy: The majority of businesses do not have a clear content strategy in place. You’ll learn how to counter the trend by implementing a clever, goal-based approach
- Planning, publishing, and promotion of content are all important aspects of any business. If you follow these guidelines for a fluid and productive procedure, your workflow will be smoother than a hoverboard ride. Content measurement and optimization: This is a must-have for any firm wishing to be future-proof. Developing a long-term content optimization engine necessitates continuous development and expansion.
So, let’s get started by cracking open the instructions. There is no need to provide an email address!
Wise Words from the Top Content Strategists in the World
“You shouldn’t be concerned about how long your material is. Make more of an effort to focus on the quality of your material.” Andrew Davis, keynote speaker and best-selling author (@DrewDavisHere), will be speaking. “The practice of writing your own content is crucial; it expands your thinking and forces you to take a position on a particular issue. [email protected] is the brainchild of Ann Handley, Chief Content Officer. “Keep your attention on the consumer. Find out what questions people have and how you may help them.
- “Build a solid understanding of analytics and how findings from measurement should be used to inform content design,” the authors advise.
- It is possible to triangulate how you can best service clients by utilizing the Say/Hear/Listen paradigm.” Robert Rose, Chief Strategy Advisor, Content Marketing Institute (@Robert Rose) is an expert in content marketing strategy.
- Ardath Albee is the CEO of B2B Marketing Strategist, Marketing [email protected] Inc.
- Relentless [email protected]”Empower individual team members to make choices on the fly to foster a feeling of ownership and eliminate bottlenecks,” says Pam Didner, Senior Marketing Consultant at Relentless Pursuit.
“Instead of a lack of experience or understanding, ninety-nine percent of procedures fail due to inefficient workflow and poor organizational management.” Cathy McPhillips, Vice President of Marketing at the Content Marketing Institute (cmcphillips.com) “Influencer marketing will serve as the starting point for the search for the spirit of modern company,” says the author.
- “Material marketing will become more context-based in the future, with the appropriate content being sent to the right person at the right time in the right context,” says the author.
- “The goal of customer loyalty is to increase product and service retention while also increasing up-sell opportunities.” Celia Brown is a Senior Director of Content Strategy and Marketing at [email protected]
- Oli Gardner is the founder of Unbounce ([email protected]).
- It is possible to be sucking without even realizing it if you are not quantifying it!
@avinash”Teams will need to correctly identify their campaigns and connect data across platforms, which will make content analysis much easier.” Avinash Kaushik– Digital Marketing Evangelist, [email protected] Jeff Sauer is the founder of Jeffalytics, which can be reached at jeffsauer.com.
Is Your Content Strategy Built for Change?
It all boils down to change in the end. Whatever the discipline, change is inevitable, and content marketing may change more frequently than any other. The trick is to have a content strategy that embraces it while also being adaptable to changes in the market and with your consumers as they occur. But don’t worry, you content geeks. DivvyHQ adds order to the chaos of online material. If you have a subscription or a free trial of our product, you are already aware of this. A DeLorean with a full tank of plutonium can’t keep up with you when it comes to blazing your content marketing trail with DivvyHQ.
How to Develop a Content Strategy: 6-Step Cheat Sheet
When you inquire about a company’s content strategy, you could hear something like “We’re blogging three times a week.” They could explain that they want to communicate with specific personalities. Alternatively, they may say that they cover certain themes. But are those techniques effective? Moreover, if this is not the case, what does a content strategy look like? If you operate in the field of content marketing, you will want a framework that will assist you in developing a sound content strategy.
In other words, whether your marketing director or a customer inquires about content strategy, you won’t even miss a step!
What is Content Strategy?
Content strategy outlines the objectives you want your content to achieve, the types of content that are most effective in achieving those objectives, and the methods you will use to develop, distribute, and track the success of your content. Defining your content strategy gives your efforts direction and a sense of purpose. A clearly defined content strategy serves as a platform for making tactical decisions that will benefit your business. Consider your content marketing to be like a motorway.
- In the event that you simply start driving without considering your route, you will consume much more petrol and may not even make it to your goal.
- To send a tweet, simply click here.
- It will need time, money, and (maybe) additional personnel.
- That entails setting specific objectives and establishing key performance indicators (KPIs) to determine whether or not you are meeting those objectives.
How to Create a Content Strategy – Your 6-Step Cheat Sheet
In order to develop a successful content strategy, you must first consider the primary inputs, which might include both internal and external sources to your organization. These include your objectives, who you want to target, the competitive environment, your resources, your costs, and how you intend to monitor your progress toward your objectives.
Your plan will be shaped by the facts you gather. After that, let’s go through some of the important components of a content strategy.
Step 1: Define Your Goals
The first step in developing a content strategy is determining what you want to achieve. Consider what your brand represents, what your marketing objectives are, and what your company’s requirements are. Make sure you have the support of all main stakeholders, because your most important decisions will flow from your ultimate aim. Among the objectives that a content strategy may seek to achieve are the following:
- Building customer support
- Influencing how people see a certain issue
- Attracting and keeping staff
- Encouraging free trial signups
- And other activities. Nurturing leads to turn them into sales
- Increasing the number of repeat clients and their loyalty
It is normal for goals to evolve as your firm expands and develops its capabilities. Consider that while you’re just getting started, you’ll want to concentrate on increasing brand recognition. You may find that your focus shifts from generating leads to nurturing them as you get more experience. Plan to examine your content strategy goals on a regular basis to ensure that they remain relevant to the demands of your company.
Step 2: Know Your Audience
It is vital to understand your target audience in order to develop a successful content strategy. Spend some time chatting to your sales staff and gleaning as much information as you can about your target audience as you can. Go deep here. Who do you want to communicate with? B2B marketers will frequently work with a diverse group of people, including the buyer, the end user, specialists who counsel on the choice, and business owners, among other individuals. When it comes to B2C items with shorter buying cycles, you’ll want to figure out 1) who makes the purchase and 2) who can assist you spread the word about your content.
Consider the problem your company solves, the pain points of your prospects, or the items that are linked to any of these that your intended audience will spend time learning about before you write your copy.
Is video a popular medium in your industry?
When do they look for information on the internet using Google?
It will be clear from the answers to these questions which media types to use (video, audio, images, long-form blog posts, influencer or celebrity endorsements, etc.), what topics to address, and what stage of the sales process (top, middle, or bottom of funnel) the intended audience is in, as well as which delivery channels will work best for your content strategy as a result (SEO,paid search,social media, email, forums,PR, etc.).
These queries may be answered with the assistance of Alexa’s SEO and competitive analysis tools.
Step 3: Examine Your Competition
Take a look at what your competitors are up to. What does it appear to be that is effective? Are there things that no one else is doing that you believe will resonate with your target audience but that nobody else is doing? It is estimated that just 5% of content development expenses are allocated to podcasting at this time. (Does this represent an opportunity in your industry?) Use Alexa’s free Site Overview Tool to examine information about your competitors, such as where their website traffic originates from, their sponsored and organic keywords, their backlink profile, their audience interests, and other information about them.
Step 4: Look for Your Unique Position or Resources
So, what is it that you do that no one else in your field can match? Is your point of view distinct from others’? Are you looking for an opinionated founder whose voice you can leverage? You’re hunting for a hook that will allow you to cut through the clutter in this area. (If only your consumers were aware of this aspect of your personality, they would adore you.) In contrast, are there strategies and viewpoints that you know you won’t be able to employ due to a lack of resources or another constraint?
Step 5: Estimate Your Investment
Last year, the typical B2B marketer spent 26 percent of their marketing budget on content marketing, and 84 percent of those marketers want to continue or grow their spending this year. Begin by calculating the financial impact of your approach. Where do you need to increase your internal capacity? Which aspects of your business could require outsourcing? Remember to include in the usable life of your material because there is a cost associated with maintaining and retiring it as well. Before you finish your plan, think about the resources you will have at your disposal to ensure that you will have the money to execute it.
Step 6: Plan How You’ll Measure Results
Determine the metrics and key performance indicators (KPIs) that will be appropriate for evaluating your content strategy in light of your objectives. Here are a few instances that are commonly used.
Examples of Content Marketing Metrics
|Growing awareness of your products||Traffic, views, shares|
|Supporting customers||Downloads, reduction in support calls|
|Advocating for a change in thinking||Engagement on social media|
|Attracting and retaining employees||Number and quality of job applicants, staff turnover rates|
|Encouraging free trial signups||Conversion of traffic to trial|
|Nurturing leads into conversions||Use by sales reps, conversions from email|
|Building customer loyalty||Newsletter signups, word of mouth referrals|
Take into consideration that content planning is a long-term endeavor. It will take some time before you see a positive impact on your company’s bottom line. If search engine optimization (SEO) is included in your approach, it may take six months to a year before you begin to see results in the bank. However, you can track your success by looking at keyword rankings, backlinks, page visits, and lead generation statistics.
4 Content Strategy Examples
Now, let’s take a look at four distinct instances of content strategy from various businesses.
M.M.LaFleuri is an elite apparel boutique specializing on professional women’s wear. It employs content to reach its target demographic, assist them in overcoming the hurdles to purchasing its apparel online, and establish customer loyalty in order to encourage repeat purchases of its products. The following are some of the elements that M.M.LaFleur incorporates into its content strategy:
- Its blog features professional women, and it is growing a following for the purpose of distributing content by email subscription. Awarded Best Brand Publication at the Digiday Content Marketing Awards, the corporate blog, The M Dash, was a winner in this category. For its time-starved target, the content is succinct and to the point
- Visuals are prominently used to help the customer relate. Using images to draw traffic from social media and convert site visitors is a good strategy. The use of movement and video to highlight the various textures of its garments was included. (See the Backwards and In Heels movie, which documents the creation of the company’s new shoe collection.)
Is M.M.LaFleur’s content marketing approach effective? Since its inception in 2013, the firm has generated an estimated $22.5 million in revenue and amassed 170.4 thousand Facebook friends. With their search traffic being greater than their competitors’ and their bounce rate being lower than their competitors, we’d wager that their compelling content has a lot to do with this. According to the free Alexa Site Overview tool, M.M.LaFleur is outperforming its top competitors.
Formlabs is a global manufacturer of 3D printers and materials for engineers, designers, and manufacturers in a variety of industries.
It employs content to contact customers at various phases of the buying process. The following are some of the elements that Formlabs incorporates into their content strategy:
- A blog that attracts top of funnel traffic and leads through SEO, a library of materials that educates site users, and an open3D printing community where customers can ask questions and encourage recommendations are just a few of the services that 3D Systems provides. Bringing the company’s and industry’s narratives to the forefront of attention. See an illustration of the implications of 3D printing on the dentistry business in this case. In order to encourage recurring interaction, one strategy that may be employed is the following: Producing material that is both thorough and easy to consume is our specialty. Unlike the usual dry scientific writing for industrial items, this is a breath of fresh air. Animated pictures with movement, video, brief paragraphs, and plain and straightforward wording are used in the company’s marketing materials.
Is the content approach employed by Formlabs effective? Using a narrative-driven approach tends to be effective in engaging people across social media platforms: A combined following of more than 200,000 people follows the firm across various social media platforms such as LinkedIn, Facebook, Twitter, and Instagram, and its YouTube videos often receive tens of thousands of views. When we look at the traffic data in Alexa’s Site Overview tool, we can see that Formlabs has 5,920 links driving referral traffic, which is much more than the average of 506 links for their competitors’ websites.
3) Consumer Service
Enjuris gives information to wounded persons and their caretakers, and it also maintains a database of area legal professionals. It use material to raise awareness and trust, educate customers, and then direct them to a lawyer’s website for assistance. The following are some of the elements that Enjuris integrates into its content strategy:
- The ability to connect with people via an empathic, honest voice that is derived from the writing team’s own life experiences This is complemented by visuals and text that instill a sense of optimism
- Creating a comprehensive library of in-depth, long-form content. Consumers may also download worksheets from the site, which are not restricted in any way. Developing strategic alliances and activecontributor placements on industry-specific websites. Partnerships may aid in the development of brand recognition as well as the acquisition of backlinks that increase site authority.
Is it still operational? When the SEO agency behind Enjuris debuted its content strategy, the website was garnering fewer than 1,000 visits per month, according to the company’s records. It took a year for the company to reach 5,000 visits per month in its highly competitive market – and then compounding growth from SEO kicked in to take effect. Because of consistent development over the past three years, the site now receives over 100,000 pageviews every month. For particularly competitive search phrases, the website has been able to acquire a significant percentage of both voice and search traffic, which has assisted in fueling development in the directory of personal injury attorneys.
4) Technology Company
Hotjar is a software-as-a-service application for doing usability tests on websites. This material increases awareness of the product and affinity for the company’s culture, so encouraging a new way of thinking and encouraging free trials among marketers, product managers, and user experience designers. The following are some of the contents of Hotjar:
- Avoiding the conventional strategy of “huge volumes of ‘high-quality’ educational blog entries in the hopes of attracting qualified people,” which is used by many software businesses. Instead, focus on providing “high-quality” information in a concise manner. Instead, it focuses on purpose-driven content that supports “transparency, vulnerability, honesty, and humanity,” according to the company.
- Increasing search traffic by creating deep content that is arranged in a hub and spoke structure
- Growing its email subscriber list in order to stimulate repeat engagement and nurturing leads
- And launching a new website.
Is it still operational? Hotjar’s content is resonating with readers, as seen by the more than 20,000 people who subscribe to receive the company’s blog entries through email. Additional statistics are highlighted by Alexa’s site overview tool, which indicates that the site is improving in comparison to other sites.
Key Takeaways and The Customizable Content Strategy Template
As previously said, developing an effective content strategy may put your company on the fast track to success. However, one of the unnoticed benefits of devoting time and effort to developing your content strategy is that you can accomplish more with less. You’ll be able to tell when to welcome a new concept and when to reject ones that don’t work for you. At a time when businesses are producing content at an unprecedented rate, it is critical to maintain laser-like focus on your objective. Maintain an eye on the results and reassess your plan on a regular basis.
It comes with an attached spreadsheet, which allows you to interact with your team while also keeping track of your content research.
Alexa tools may assist you in analyzing your rivals’ content, identifying keyword gaps, and a variety of other tasks. To receive access to the Competitive Backlink Checker, Keyword Matrix, and other valuable tools, sign up for a free trial of our Advanced plan now.
Content Strategy Best Practices for 2021
Lindsay Henwood contributed to this image. Editor’s Note: This article has been updated to reflect the current situation of content marketing. Please see below for further information. According to HubSpot, content marketing has risen to become the digital marketing approach of choice for modern marketers as a result of consumers’ growing skepticism about traditional advertising. According to the company, 82 percent of marketers today use content marketing. The success of content marketing, on the other hand, is dependent on having a clearly defined content strategy.
According to a research published by the Content Marketing Institute, only 43 percent of B2B marketers have such a defined plan in place.
As a result, we consulted with content marketing specialists to discover what a content strategy is, why organizations need one, and what actions they can take to establish their own strategy.
What Is a Content Strategy?
In the words of Lauren Reed, editorial services manager at Honolulu, Hawaii-basediQ 360, a content strategy is “your company’s approach to developing and delivering content for your target audience.” A content strategy may appear uncomplicated, but it is easy to get it wrong if you do not prioritize information that is relevant for your target audience. It is also critical that you outline a content strategy that is centered on giving value to your target audience.” The author continues, “A effective content strategy is one that strives to understand what your audience wants and needs, as well as one that focuses on generating material that is helpful, instructional, topical, or otherwise beneficial to them.”” Understanding the type of content that will engage and excite your audience is critical because, despite the fact that many organizations place a strong emphasis on the creation and distribution stages, the ultimate success of your program will be determined by the engagement and excitement of your audience.
What is Content Modeling and How Do I Get Started?
Why You Need a Content Strategy
The marketing director at Campbell, CA-basedMashvisor, Daniela Andreevska, explains that “businesses require a content strategy” in order to ensure that they attract the right users who will convert into customers, educate them on the benefits of using their product, convert them into customers, and retain them as customers. If you want to move potential customers along the sales funnel and keep them coming back, you need a content plan. “Creating content without a purpose, merely for the sake of putting something out there, may be a costly and time-consuming error,” says Reed, who acknowledges the advantages of content marketing.
Knowing what a content strategy is and why you need one is critical, but what can you expect to achieve by devoting the necessary effort to developing one? The following are some of the advantages of developing a content strategy:
- Because it simplifies your messaging, your audience will be able to deduce what they want about you and make their own opinions if you don’t give them your narrative. It is possible to establish exactly who you are and what you do with a written content strategy, while maintaining consistency in your message across all of the channels you use to communicate. Clear messaging not only assists you in getting your brand in front of the proper audience, but it also assists your staff by providing them with a resource to turn to if they have questions regarding the message for your brand. It helps to establish credibility: A content strategy allows you to get your message in front of a larger number of individuals. Having a strategy in place helps you avoid adopting haphazard approaches to your marketing and allows you to start building your brand’s reputation as a leader in your field. It promotes consistency by doing the following: In order for content marketing to be effective, it must be done on a constant basis. If you plan ahead and create a strategy to follow, you’ll know precisely what you need to do and when you need to do it, which will help you keep the consistency necessary to see results. Creating a strategy is simple.
Defining a Content Strategy for Your Business
Despite the fact that there are some fundamental principles for what constitutes a content strategy, the final outcome is dependent on the requirements of your company. Of course, you’d like to move leads through the funnel and keep them coming back, but for what purpose? All material should be generated with the purpose of assisting you in the achievement of your company objectives. In the words of Marcus Ho, Managing Director of Singapore-based Brew Interactive, “content strategy should accomplish a lot of objectives, but ultimately it should aid in the achievement of fundamental business objectives.” The goal for most organizations should be to improve sales, but depending on the product or service you are offering, a content strategy will look different from one firm to the next, as will its implementation.
For example, a content strategy for one organization may include written material that targets a large number of SEO keywords.
At the end of the day, your content strategy should be tailored specifically to your company.
“A highly effective content strategy should give you both brand lift and leads to your business.” The following are the seven phases that must be completed in order to build a strong content strategy:
1. Set Your Goal(s)
Reed advised that you begin with a goal in mind. According to her, “starting with the ultimate business aim helps keep you focused,” since otherwise, it is easy to become sidetracked, she explained. In the absence of a clear understanding of your company’s goals, you may find yourself releasing content just for the purpose of doing so. In the words of Taras Prystatsky, content marketing strategist atRespect.Studio, “At this point, make sure you have your statistics fully set up.” Page visits, social media shares, and ecommerce conversions are all examples of data that you would want to measure in your analytics software.
2. Determine Your Target Audience
“Get to know who your target audience is,” Andreevska recommended. If you want to discover where they spend their time online, what they buy, and how you might help them, you should conduct an online survey of them. As Reed said, “draw a map of their journey from the discovery phase, through the decision phase, to the moment of purchase, and ideally into becoming a repeat client.” You want to create content that appeals to your target audience and guides them through the purchasing process from start to finish.
3. Work the SEO Angle and Do Keyword Research
Andreevska explained that after determining your target audience, “you must thoroughly investigate the keywords related to your audience,” as they will serve as the “backbone of your content production.” Many tools, such as Ahrefs and Google Keyword Planner, are available to assist in keyword research.
You may generate content around these keywords that will bring visitors to your website and business while also improving your SEO rankings.
4. Analyze the Competition
Once you’ve determined your target audience and keywords, it’s a good idea to look at your rivals’ content, as well as the regions and keywords for which they are ranked. “Pay attention to what your rivals are doing, but more importantly, pay attention to what they are not doing,” Reed said. Take a look at their website or other distribution methods to see what themes, keywords, and length of material they have. If you can identify areas where your rivals’ content is deficient, you may fill in the gaps and give greater value to your target market.
5. Choose Your Distribution Channels
Do not allow the seemingly limitless number of distribution channels to overwhelm your staff. For content distribution, Prystatsky believes that businesses should stick to a small number of channels, such as a blog and a YouTube channel, which would allow them to “concentrate on distributing to the right people through the appropriate channels.”
6. Create Content for the Entire Customer Journey
Making your brand more visible to potential clients with top of the funnel content might be advantageous. However, what happens when you’ve successfully transported them? You must create information that not only piques their attention, but also has the ability to address their issues as well. “Many businesses, in my experience, focus an excessive amount of attention on the top of the funnel while neglecting to generate content assets that assist in conversions towards the bottom of the funnel,” said Ho.
7. Develop an Editorial Calendar
Following the selection of distribution channels, Reed recommends developing a “editorial calendar” to “smooth out the nitty-gritty specifics of where and when this material would be made available,” according to Reed. An editorial schedule will assist you in keeping track of your material and ensuring that it is published on a consistent basis, as well.
8. Mix It Up
In Morton’s words, “use a combination of narrative and soft selling.” In addition to focusing on selling, your content strategy should also focus on addressing issues for free, rather than only selling. You’re attempting to exude confidence in your ability to address their problem, since people buy solutions to whatever their pain point is. Your initial step should be to provide them with educational information, followed by a demonstration of how your business can assist them. Morton also recommended that you use a variety of material kinds in order to achieve the greatest results.
9. Build Credibility on Your Topic
Prystatsky concluded that “when it comes to B2B — it is far more vital to establish a trustworthy image rather than chasing after a wave of publicity.” Making use of the following methods will assist you in developing a content strategy that gives genuine value to your audience while also building long-term trust in your company.
How to Create & Execute a Digital Content Strategy
Your digital content strategy is critical to generating some of your most important success elements, such as organic site traffic, brand exposure, lead generation, and, eventually, sales and profits. The problem is that when it comes to really developing your approach, there is a lot to take into consideration. Where do you even begin when it comes to content, audience, timetables, channels, and key performance indicators (KPIs)? Our recommendation is to take things one step at a time. Take the first step and expand on it with each subsequent step until you’re ready to launch a purposeful, strategic strategy that will produce ROI for your company.
We’ve put up a step-by-step guide that you can use to start developing and implementing your digital content strategy right immediately.
- Any digital content strategy should start with the audience as the number one priority.
- Setting clear goals and measurable key performance indicators (KPIs) makes it easier to assess progress.
- An yearly content plan necessitates a marketing approach that is constantly on.
- Test, measure, and zero in on the elements that are most effective in increasing marketing ROI.
8 Steps to Launching Your Digital Content Strategy
Who is it that you are developing material for? When designing a digital content strategy, this should be the very first question that every marketing team asks themselves and their clients. Hint: the solution is almost never for your own executives to determine. Creating material that highlights all of your company’s most impressive attributes is tempting, but that’s why you have a sales staff in the first place. By avoiding over-selling the brand, content marketing, when done correctly, may be quite effective.
- And so, we come full circle to the initial question: for whom are you providing content?
- In order to ensure that your message is received correctly, it is recommended that you spend some time studying your target audience.
- Another useful approach for determining your audience is to examine customer demographic data (such as web analytics and previous sales data).
- What would compel someone to look for your content?
- It is possible to generate content that particularly answers the requirements of your audience and so resonates more directly with them if you think about your audience in this way.
Set Goals with Measurable KPIs
Now that you understand your target audience and what your content will do for them, it’s time to consider what you want your content to accomplish for your company. What are you hoping to achieve with your content marketing plan? Is it to raise brand recognition at the very beginning of the funnel, or towards the end? Are you converting leads so that you can pass them forward to your sales team? Do you want to improve your search engine rankings? It’s possible that you have a number of objectives for your material.
- It is just as crucial to understand your marketing objectives as it is to determine how you will assess your progress.
- Is it the quantity of visitors that come to your website to look around?
- Are you aware of the amount of individuals who follow you on social media platforms?
- Second, give your key performance indicators (KPIs) a numerical value.
The S.M.A.R.T. goal framework is a straightforward yet effective tool for guiding your goal-setting process. It is as follows: Image courtesy of Shutterstock
Perform a Current Content Audit
It’s easy to become so preoccupied with the creation of new content that you lose sight of the material you currently have. Auditing your existing material, on the other hand, is an important step in developing a new digital content strategy. It assists you in determining what is effective and what is not. You may expand on material that is working well while removing stuff that is out of date or underperforming from your website. To carry out a currentcontent audit, you must first determine what you hope to achieve by engaging in the activity.
- Is it necessary to update outdated material to improve SEO?
- How do you evaluate the tone and message of a brand?
- Once you’ve determined what you want to achieve, you should explicitly specify the material that will be included.
- What is the name of your YouTube channel?
- Perhaps you intend to conduct a thorough audit of the entire operation.
- Then consider how you’ll analyze the information you’re auditing and how you’ll document your findings.
- Following that, you’ll be able to begin the real auditing process.
- Look no farther than Laura Creekmore’s session on content auditing from the recent Content Marketing World conference.
Decide What Types of Digital Content You’ll Create
In most cases, when people think of digital content strategy, they immediately think of blogs. And they’re absolutely correct: blogs are a critical component of efficient content marketing. However, when it comes to material, they certainly aren’t the only choice available. With diverse forms of content, you can better engage your audience and allow your material to work together to help you achieve higher rankings and more visitors. For example, according to OptinMonster, articles containing videos receive 94 percent more views than articles with merely text, and video content is 50 times more likely than plain text to attract organic search traffic.
In order to grow your subscriber base, you should consider creating email newsletters.
The most essential thing to remember in this situation is that different material is beneficial, and you have a variety of possibilities. Decide what would work best for your brand and include it into your content strategy. Image courtesy of Shutterstock
This one should be simple, right? We are all aware of the importance of search engine optimization. Essentially, your search engine results are the decisive element in your brand’s exposure, and they are the most important driver of organic online traffic. In fact, a search engine is the starting point for 93 percent of all internet experiences. Remember that Google’s ranking variables are always changing, which is important to keep in mind. You could pack your blogs with keywords to the point of exhaustion and expect to get results a decade ago.
Google can now measure quality and sentiment (among many other factors) in order to eradicate spammy material and promote the best content to the top of their search engine results pages (SERPs).
Fortunately, this is a positive development!
However, it also means that you must stay on top of the latest trends, algorithm modifications, and best practices.
Brainstorm Fresh Content Ideas
Okay, so you’ve identified your target audience, established your objectives, and evaluated your content. You understand the kind of content you want to publish and have done your homework on the most recent SEO trends. Now what? Now all you need is a slew of brilliant concepts. It’s hardly a huge deal, is it? Actually, you’re correct! Don’t be scared by the notion of coming up with themes to discuss in your content marketing strategy. First and foremost, be aware that there are keyword tools available to assist you with the majority of this task.
- A single seed keyword in their keyword research tool may create millions (yes, millions) of ideas, all from a single source phrase.
- That isn’t the only area where you can gain inspiration, though.
- This may assist in establishing brand authority and developing your brand’s identity by providing distinct perspectives.
- Although it appears to be illogical, theskyscraper approach is a tried-and-true content marketing strategy that has been proved over time.
- Then you create your own original material on those themes, putting your own unique perspective on it.
- There is no such thing as duplicate material in skyscraper content.
- Finally, you may solicit suggestions from your staff as well as from your consumers.
- Is there anything specific that your consumers wish to know more about?
- You may send surveys and emails to a big number of people at the same time to make the process even more efficient.
The most essential conclusions from this are that coming up with new content ideas is vital and that it is a constant effort. Make time in your strategy for gathering ideas, and do it on a regular basis, rather than just at the start of your plan’s implementation.
Create (and stick to) a Publishing Schedule
One of the most important factors in achieving success with a digital content strategy is developing a publication schedule and sticking to it. Content calendars help you stay organized and responsible, uncover possibilities and gaps in your content plan, and ultimately result in better content and better outcomes for your company. There are a variety of tools available to assist you in keeping your content plan on track. An excellent solution is to use a dynamic content calendar that is accessible online and that includes automated notifications to assist you in managing the content creation process.
A basic beginner option, such as utilizing Excel or Google Sheets to create your own calendar, is one that many businesses find to be beneficial.
Have a Multichannel Digital Content Strategy
Not many people are aware that they have the ability to be their own greatest brand booster. A multichannel digital content strategy may help you grow your views and online traffic by orders of magnitude. Consider the various ways you may distribute your own material across several networks. Use social media platforms to spread the word about your blog entries, for example, or use the title of your most recent piece as the headline of your email newsletter. Image courtesy of Shutterstock Another method of driving your multichannel approach is to generate content that is highly shareable.
These are some of the most popular sorts of content to post on social media:
Launch Your Digital Content Strategy Now
If you’re ready to start implementing your digital content strategy right away, Marketing Insider Group provides the tools and resources to assist you. OurContent Builder Servicesinclude a comprehensive content assessment as well as a personalized editing plan for each client. Every week, our writers can offer you SEO-optimized, publish-ready posts that are ready to go live. If you’re interested in learning more, please contact me to schedule a complimentary consultation.