Content Strategy: What Is It How to Develop One 
- Step #1: Define Your Goals for Your Content Strategy.
- Step #2: Research Your Audience for Your Content Strategy.
- Step #3: Focus on Your Niche for Your Content Strategy.
- Step #4: Measure Your Results for Your Content Strategy.
How do you create a content strategy in 2021?
These are the steps to follow to create a content strategy:
- Set your business goals.
- Define your target audience.
- Research your audience content needs.
- Identify what’s working for competitors.
- Run a website content audit.
- Develop a content marketing plan.
- Create the best content possible.
- Optimize your content for the web.
How do you develop a content strategy?
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 is the content strategy?
Content strategy focuses on the planning, creation, delivery, and governance of content. Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website.
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 I become a good content strategist?
9 Key Skills Needed to Become a Top Notch Content Strategist
- Content Strategy Fundamentals.
- Develop Audience Personas.
- Develop Content Marketing Funnels.
- Keyword Research and SEO Knowledge.
- Create and/or Manage Creation of Authority Content.
- Content Promotion.
- Develop an Editorial Calendar.
- Track Content Marketing ROI.
How do I start content creation?
In order to help you to create your own digital content, we’ve written out this process, step-by-step.
- Start with an idea. Each and every piece of content starts with an idea.
- Do your research.
- Determine the direction of your content.
- Create your headline.
- Grab a drink.
- Proofread and publish.
How do you 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 a 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.
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.
How do you develop a content marketing strategy?
Here’s how to develop a content marketing strategy in 10 steps:
- Establish Your Goals and Objectives.
- Get to Know Your Target Audience.
- Perform a Competitive Analysis.
- Assess Your Available Resources.
- Conduct Topic and Keyword Research.
- Document Your Strategies and Tactics.
- Inventory and Audit Your Existing Content.
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.
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.
The 3 Components of a Successful Content Strategy (+1 Bonus)
Every day, our team develops content strategies that provide results for our clients.
We took a step back around the end of 2019 and defined what a top-tier content strategy looked like. But first and foremost.
How domostcontent marketing services build content strategies?
There are a number of outstanding content marketing firms out there. From our experience, most of these organizations use a fairly similar approach to establishing content strategy. Their content strategist:
- Searches for themes related to the client’s industry
- Does keyword research to see which topics have high search volumes
- Conducts a content audit to determine whether topics currently exist on the client’s website
- The editorial calendar is updated by removing keywords with high keyword difficulty ratings and adding all remaining subjects.
And then there’s a BOOM! Their content calendar for the next 12 months is complete. So, what exactly is the problem here? This technique raises two concerns in our opinion. This method is predicated on the following assumptions:
- All keywords are of similar importance
- Low-volume search phrases aren’t worth writing about because they don’t generate enough traffic.
How Do You Build a Top 1% Content Marketing Strategy?
Over the previous 20 months, we’ve written 932 articles, which equates to an average of 47 articles of 1,000 words or more every month. The knowledge we’ve gained over the years has helped us to better understand what makes a successful content strategy.
1. Viral Content
Content pieces that go viral, or that appear at the top of the funnel, are designed to raise awareness. Visitors to your website who are looking for topics that are no more than one degree distant from what you do as a business are brought to your site by these articles. These aren’t the kinds of things that will immediately influence sales. These posts, on the other hand, become useful resources that other bloggers use to link to as resources for their own audiences. Search engine authority is directed back to your post as a result of these backlinks, as well as each website that your article connects to.
- Topics are defined via keyword research that is data-driven.
- They may rank in the top ten places on Google for hundreds of keywords that bring traffic to your website if they are well-written.
- The purpose of these articles is to educate your users while also increasing the authority of your website and increasing brand recognition.
- More information on how these articles indirectly boost sales may be found here.
2. Thought Leadership Content
Thought leadership material establishes you as a recognized authority in your field. These content pieces provide a distinct viewpoint based on your extensive professional expertise gained over many years in your field. The following types of thought leadership material are possible:
- A procedure that is followed step by step
- Make a forecast regarding the future direction of your industry
- An in-depth examination of a cutting-edge notion in your sector, for example
These content pieces establish you and your firm as thought leaders in the fields in which you operate. When your pieces are written well, your rivals will share them on social media and save them for future reference, which will help to increase your reputation as an influencer in the process. Many of these subjects will have little or no search volume to support them. They come under the category of “unknown, unknowns,” which are subjects about which individuals are unaware that they are unaware.
As a result, you’ll have to think outside the box in order to create innovative ways to provide this material to your viewers. Here are a few strategies that we’ve discovered to be successful in increasing the exposure of these content pieces:
- In order to enhance visibility, spend money on Facebook ads and other types of sponsored advertising. Include a link to these articles in any viral content pieces that you publish
- And Fill in the blanks on Quora with questions that are relevant to the topic and attach a link to your post
- It should be shared on your social media networks.
When you create thought leadership material, you improve the amount of trust that others have in your expertise, and you enhance the perceived value that each piece of content on your website has. While viral content raises your profile, thought leadership content demonstrates that you are an expert in your field of study or profession. As a result, thought leadership content raises the possibility that others will pay for your products or services, and vice versa.
3. Sales Content
Sales Content is responsible for converting leads into clients. These content pieces provide answers to questions that arise during sales talks with prospects, including but not limited to:
- Ensure that your sales staff has access to well-constructed resources that will enable them to more successfully address challenging inquiries. Are optimized for SEO and strategically put throughout your blog to boost the ease with which prospects can reach your information while researching your company
- These can also be used as customer service-centric articles to assist current customers in resolving frequent problems (and increasing the possibility that they will continue to work with you over time).
Some organizations use sales content as a sort of gated material on their website, which they share with customers. Prospects who wish to access gated material must first provide their name and email address in order to gain access to the resource. Our personal preference is to leave this stuff unprotected and accessible to the general public. Both solutions, on the other hand, have advantages and disadvantages. New visitors are unlikely to be attracted to your site by sales material. The number of searches for these sorts of subjects is frequently insignificant.
As much as it is about converting prospects into customers, effective sales material is also about preventing prospects from becoming customers.
A clear positioning of what your team is greatest at, as well as who should collaborate with you, is contained inside this text. Besides identifying additional viable solutions, this information also indicates which prospects might benefit from those solutions. Success Stories are another sort of sales material that is frequently used (or case studies).
For example, providing client evaluations on your website to demonstrate the high quality of your products or services might be a simple way to demonstrate your commitment to excellence. Success stories might also take the shape of a comprehensive case study that details the issues that a client was experiencing and the steps your team took to resolve those issues. As an illustration: How we assisted Ridester in increasing its revenue by 487.1 percent (in 20 months)
4. Bonus: Pillar Content
Pillar content is the go-to resource for information on a broad range of topics. This sort of material gives a high-level summary of every aspect of the subject matter that belongs under the umbrella category. A full-length essay on each of these aspects may be written and published as a single piece of content, which will be housed under the content pillar. To give you an example, in 2019 our team produced an article regarding lead generating. This essay looks into the most important aspects of lead creation strategy.
For individuals searching for a more comprehensive description of lead generating, the content upgrading post would include a link back to our lead generation guide.
Who Should Be Responsible for Each Content Type?
This is broken down into four categories of ownership:
1. Viral Content
This should be written by content marketers who have a lot of experience generating high-quality content.
2. Thought Leadership Content
This material should be written by members of your internal team, notably those who are familiar with the products or services that you sell to clients.
3. Sales Content
Your sales team, customer support team, or marketing team may all contribute to the creation of this material. If, on the other hand, you delegate responsibility for this material to your marketing team, make sure that they collaborate closely with your sales and customer support teams to determine which themes to prioritize first and how to position the responses to those questions.
4. Pillar Content
This should be written by your content staff. Your marketing staff, on the other hand, must gather input on the fundamental elements into which each pillar should go more. In our typical procedure, we have our staff create an overview of the topics we want to cover and then submit that outline to customers before beginning the writing process themselves. Are you ready to take your content marketing strategy seriously and see it through to completion? Please contact us to learn more about how we can assist you in growing your business now.
SCALE YOUR ORGANIC TRAFFIC
Digital marketing, or content marketing, is a sort of marketing. It is a widely used sector that enables both startups and multinational corporations to raise awareness about their respective brands among their respective target audiences. It is a sort of Digital Marketing that necessitates the creation of visually appealing material in such a way that the target audience is more likely to purchase your services and products. This blog post, titled “5 Steps to Develop a Content Marketing Strategy,” discusses the issues listed below:
- Creating Effective Content Marketing Strategies
- Establishing Key Performance Indicators
- Understanding Your Audience
- Creating a Content Calendar
- Creating Your Content
- Distributing Your Content
Now, let’s talk about how you may create one of the most effective content marketing strategies for your organization.
Creating Effective Content Marketing Strategies
Prior to learning how to construct content marketing strategies, you must first grasp what a content marketing strategy is and why it is important. Content marketing strategies are one of the most crucial components of any company’s overall strategy for reaching out to customers and clients. Keep in mind that it is a lengthy journey rather than a quick one when developing content marketing tactics. Developing a long-term plan for your firm is crucial. Content marketing is becoming increasingly important in today’s world, as every new and established organization use it to attract consumers and leads.
Check out this Digital Marketing Full Coursevideo:
Through its content marketing strategy template, Hubspot is utilized by the vast majority of businesses to establish an efficient and dependable content marketing framework for their businesses. According to Hubspot, content marketing is a business process of strategic marketing that focuses on providing relevant, interesting, valuable, and dependable material in order to attract a specific audience and generate commercial profit through their consumption of the content.
In addition, you will have a basic understanding of how to develop a content marketing plan. In order to establish a content marketing strategy, you must first understand why it is necessary. Creating better content and reaching a broader audience will be easier as a result of these efforts.
Reasons to Build a Content Marketing Strategy
If you think about it in terms of basic terms, you will see that content marketing strategies begin with a clear understanding of why you are creating the material in the first place. In order to connect with your specific company clients, you must first reach out to them and then provide content for them to consume. Furthermore, in order to generate this content, you must first grasp the mindset of your target audience, including what important to them, what issues they confront on a regular basis, and so on.
Customers will learn to trust your brand as a result of your ability to connect with them and develop a link with them.
As a result, you will have a better understanding of the step-by-step process of creating a successful content marketing plan.
Set up KPIs
The first and most important stage in developing a basic content marketing plan is to identify the goals that you want to achieve via your content marketing, which may vary based on your business. Consider the case of a new business venture. In the event of a new and comparatively less popular business, it is not advisable to begin by making brochures and sending out discount offers, since this may cause confusion among the intended audience, who are unfamiliar with the company’s name. It must begin by promoting its brand, as well as the services and goods that it offers to the public first.
This is an important phase in which you must define your objectives and key performance indicators (KPIs) for your organization, which may include the amount of traffic produced on your website and other comparable content marketing tactics.
Know Your Audience
Following the establishment of your objectives, you must become acquainted with your target audience by being familiar with their profiles and requirements. You must obtain a thorough understanding of their hobbies, interests, and any other essential data about them. This will provide you with a greater understanding of their psychological behavior, and you will be able to analyze them more accurately as a result. It is necessary to determine what they enjoy and dislike, what their hobbies are, what their goals in life are, and so on throughout this stage of the process of getting to know them.
Furthermore, you must be familiar with the procedure that they must go through in order to purchase from you. Following the steps outlined by Hubspot, a real consumer goes through three stages during which he or she seeks for a certain feature that draws him or her toward acquiring the goods.
Stage 1: Awareness
In order to raise awareness, you should distribute educational information, such as research papers, statistical reports, editorial content, and analytical studies, among other types of materials. Users will become aware of the presence of your firm during this stage, and you will capture their interest by providing them with informative material.
Stage 2: Consideration
Once you have sparked their attention, they will want to know more about how you can assist them in resolving their problems. After being exposed to the advice, facts, and analyses you give, they will begin to contemplate purchasing your products or services. Using the material, potential clients may proceed to the next step and purchase your services or products in accordance with your offer and their requirements.
Stage 3: Decision
In the third and last step, you must provide them with the reasons why you are the most appropriate and finest solution for their situation. In most cases, businesses fail to recognize the significance of this stage, which results in them losing a significant number of clients. In order for people to purchase your products or services, you must ensure that you present them with all of the information they require regarding why they should choose you. Once you have accomplished this phase, you will have a better understanding of the audience you need to reach out to and how to do so.
It is necessary to begin with the following steps in order to relate to people and develop excellent content:
- Consider the viewpoint of your target audience
- Research your company competitors
- Discover possible themes that are commonly searched for by people by using Google, Quora, and other online resources.
Build a Content Calendar
After completing the preceding stages, you will have a number of ideas but will be unsure of how to put them into action. You must begin arranging and formulating your thoughts at this point. It is vital to reassess your objectives as well as your buyer personas, as well as their stages, in order to achieve this. Consider the following scenario: you are responsible for developing a content marketing plan for a B2B company. If your firm is a fresh startup, you can’t begin by developing content and comparing yourself to your competition.
It is preferable, though, to generate content that promotes your brand to the world while still being useful and sympathetic to the audience.
However, if you are having problems with these tools, you may instead utilize Excel or other familiar tools instead.
Build Your Content
The creation of content is the fourth phase in the process of developing one of the top content marketing strategies. Once you’ve narrowed down your themes and decided on the message you want to send to your audience, you should begin developing the material, which can take the shape of blogs, videos, or other forms of visual communication. A story should be included in the content of this stage, therefore use your imagination to help you out with this step.
While creating your content, there are a few things that you should keep in mind, such as developing characters in your tale, interpreting the difficulties that your consumers are experiencing, and providing a resolution to the conflicts that your customers are experiencing.
Distribute the Content
The final step is to distribute the material you have developed across the categories listed below and to make your work available to the rest of the world:
- You may utilize social media as a platform to generate potential leads through organic development in this scenario. In order to accomplish this, you must tailor your material to the specific social media site on which you intend to publish it. Platforms that you control, such as your corporate application, blog, homepage, and other comparable databases are included in this category. When your audience becomes more engaged with your service and product, they are more likely to progress into the contemplation stage. Paid: Although you should not post all of the information that you write on sponsored links, you might consider doing so on a few of them to broaden the scope of your reach. Paid marketing makes use of content resources such as paid articles, guest blogging, feature pieces on other websites, and other forms of content distribution. In turn, this results in the audience progressing closer to the decision-making stage
Once all of the procedures have been done, you must test your content to confirm that it is functional. You must keep in mind the key performance indicators (KPIs) that you define for your content. You must track the performance of your content in real time during its entire lifecycle. In this way, you may learn about what works for you and what does not so that you do not spend your resources on things that aren’t required the next time around.
In this blog post, titled ‘5 Measures to Develop a Content Marketing Strategy in 2020,’ you will learn about the steps that must be taken in order to develop a successful content marketing strategy in 2020. There are many different sorts of content marketing tactics, such as videos and blogs, but the method of implementing and measuring them is the same for all of these strategies. If you are new to this industry, you should familiarize yourself with a few content marketing strategy examples for your own advantage before embarking on the process of developing one for yourself.
5 Ways to Improve Your User-Generated Content (UGC) Strategy
If you’re like most marketers, you’re probably a sucker for acronyms that make no sense. CRM, SEO, artificial intelligence, click-through-rate (CTR), and call-to-action (CTA) are all available. I’m confident in your ability to continue. The bottom line is that we enjoy utilizing our buzzwords. However, with so many being thrown around, it may be difficult to keep track of them all. Here’s one that we’ve seen is becoming increasingly popular: UGC, or User Generated Content. Perhaps you’ve heard of it, perhaps you haven’t, and perhaps you believe yourself to be an expert on user-generated content.
The use of user-generated content is beneficial.
So let’s get this party started.
Why is a User Generated-Content Strategy so important?
User-Generated Material (UGC) can be defined as any sort of digital content that has been developed and published by users or fans of a brand or company. Images, videos, social media postings, reviews, and testimonials are all examples of material that may be used to promote a brand. Let’s take a look at some well-known cases. You’ve probably heard of Starbucks’ RedCupContest, which takes place every year in November. In exchange for submitting photographs of their beverages in their holiday-themed cups, the coffee shop offered patrons the chance to win a Starbucks gift card for a number of years.
- Starbucks has received over 37K entries from followers on Instagram, with many of the images being inventive and suitable for use in the company’s own commercial marketing efforts.
- It’s a win-win situation.
- Have you ever seen a bottle that says “Share a Coke”?
- Once the name of someone they care about has been shared, consumers are invited to share it with a friend or family member, and then to share it on social media with the hashtag ShareaCoke.
- It also provided the company with an opportunity to interact with its customers on a more personal level.
- To be really honest, personalisation is the primary reason why user-generated content is so crucial.
- Consumers aren’t interested in what you have to say about your product, whether you like it or not.
- User-generated content (UGC) can assist you in gaining insight into the kind of material that your target audience like.
- In addition, customers trust other consumers before they trust you as a company, which makes user-generated content extremely significant.
- “Our connection with customers is fundamentally broken,” says Sean Foster, CEO of Crowdtap, in a succinct statement.
- “It’s about the people, not the advertisements.” User-generated content (UGC) assists companies in connecting with people rather than advertising.
Therefore, it is critical to concentrate on your User-Generated Content Strategy, identify what you are doing well, and narrow down the areas where you need to enhance your performance. These five suggestions will assist you in your efforts to strengthen your user-generated content strategy.
1. Be Strategic About Your UGC Platform
The first stage in developing a User-Generated Content Strategy or campaign is determining which platform will be used. You must become an expert on your target audience in order to determine where to look, who to ask, and even where to put user-generated content (UGC). Let’s concentrate our efforts largely on social media. There are six primary platforms available, but each has a distinct audience and set of user expectations that are distinct from the others. Buffer’s broad rules for each of them are listed below.
- YouTube videos and curated content on Facebook
- Photographs, quotations, and anecdotes in high quality are available on Instagram. Twitter: breaking news, blog postings, and animated GIFs
- Jobs, corporate news, and professional material are all available on LinkedIn. Infographics and step-by-step pictorial tutorials may be found on Pinterest.
So, what does this teach us about ourselves? If LinkedIn is your major social media channel, you should generally refrain from publishing or soliciting user-generated content (UGC) such as picture competitions or GIFs. It is possible that leveraging professional dialogues or industry thought leaders would be a more effective strategy for LinkedIn. Use your hashtag to see who is already talking about your brand, and then decide if you want to join the discussion or just pass it along. Is it possible that no one has yet heard of your product or service?
This is a great technique to start a discussion with someone.
This method may look quite different if it were implemented by Facebook.
Here are some additional creative video ideas that may be suitable for posting on social media:
- Demonstration videos- have a customer demonstrate your product or service through a video instruction. Testimonials on video – ask one of your most loyal customers to record a video explaining why they adore your company. Involve your consumers in the process of utilizing your product or service by asking them to offer a behind-the-scenes peek at their experience. Social proof is quite popular, and consumers enjoy seeing evidence from other people that a product is effective.
In your UGC campaigns, being smart about where you hunt for and post UGC material will help you get the engagement you’re aiming for far more quickly and effectively.
2. Ask for What You Need
To be really honest, the simplest approach to obtain the UGC you desire is to simply ask for it. It is possible to spend hours browsing social media sites for material that you can utilize in your business. But isn’t it just better to simply explain to your consumers what you’re looking for and urge them to provide it to you instead of wasting time searching? The advantage of asking for what you need is that you can be clear about your usage rights at the same time. Despite the fact that it may appear that all work using your logo should be fair game, recent legal conflicts have demonstrated that this is not the case.
Here are some innovative approaches to soliciting user-generated content from your clients.
Ask for Contest Submissions
Contests, as we learnt from Starbucks, are a terrific method to boost the number of user-generated content submissions. Furthermore, they will raise the overall quality of your user-generated content.
If you give a tempting enough prize, individuals will be motivated to participate and will put up their best efforts to generate interesting material in order to be successful. Listed below is a simple checklist for organizing your own user-generated content contest:
- Determine your objective: what kind of material are you attempting to encourage, or what are you attempting to promote
- Create a distinct hashtag: we’ll go into more detail about this later, but it’s always vital to add a meaningful hashtag, especially when beginning a contest. Make an intriguing and relevant award: It’s crucial to make sure your reward is something your audience wants, but it’s also important to make sure it’s something that is relevant to your company’s operations. Keep in mind that the purpose of a contest is to attract individuals who are interested in your brand, product, or services. Establish a defined timetable: Setting a deadline for your contest will instill a feeling of urgency in your participants and will motivate them to submit more entries. Declare the winner: This is critical, especially if you intend to run other contests in the future. The fact is that people like attention, and if they don’t receive it, they’ll be less willing to engage in future events.
Another simple and uncomplicated method of obtaining the user-generated content you desire is to just ask questions. Prepare a list of thought-provoking questions that are relevant to your company and post them on the appropriate social media platform. The best technique in this situation is to ask open-ended questions that can be answered in a few of phrases. This will provide you with more stuff to work with as well as greater freedom in pulling appropriate quotes. Consider providing inspiration to your audience while simultaneously answering the topic you have posed.
Here are a few questions to begin you thinking about your project:
- What are your opinions on the matter
- What does it mean to you? Which one is your favorite, and why? What ways has it made life easier
- What are your thoughts on this
The responses to your questions may be transformed into blog articles, social media quotations, or testimonials on your website after the dialogue has gotten underway and a reasonable number of responses has been received.
3. Use the Power of Hashtags
The use of hashtags on social media is one of the most effective tools available. Despite this, it is all too simple to miss them. With logo-driven message or a creative and shareable label, you may build more excitement while also making your users’ postings more easily discoverable and discoverable to others. Hashtags aid in the discovery of your posts and your user-generated content campaign. When someone uploads a picture or video, or responds to one of your questions, and adds your relevant hashtag, their followers will be able to click on that hashtag and be exposed to all of the other entries on your site.
Here are some pointers to consider while creating a fantastic user-generated content hashtag:
- Employ the services of a hashtag generator- There are several solutions available that can automatically produce a hashtag. These can be beneficial in terms of generating ideas. The following are some of our favorite hashtag websites: Hashtagify, All Hashtag, and Keyhole. Investigate your target audience or your competitors- You don’t always have to start from scratch when solving a problem. When it comes to hashtags, stealing ideas may frequently assist you in coming up with the greatest and most successful phrases. The most important thing to remember is to avoid plagiarizing. However, you should draw inspiration from your target audience and competition. Examine similar hashtags- Trends in your sector are another excellent source of hashtag ideas, as are social media platforms. Simply put a hashtag idea into a search box on your social media platform and browse through the associated hashtags that are relevant to your business. This will not only provide you with hashtag ideas, but it may also inspire you to come up with ideas for future content initiatives.
The other advantage of hashtags is that they allow you to keep all of your user-generated content (UGC) in one location. This is excellent for metric and reporting purposes. By tracking the use of your branded hashtag, you can easily determine the success of your UGC campaign.
4.Support a Community Cause
It is important to have a mission for your user-generated content campaign since it will not only demonstrate your brand’s values but also attract more people to engage. According to the data, today’s customer is frequently just as concerned with the cause that a company supports as they are with the price of the product or service. In fact, 80 percent of Americans are willing to switch brands if the prices and quality of the products are equivalent or better than those of a competing brand that supports a cause.
- When choosing a cause to support, be certain that it is in some way consistent with the values of your company.
- Under Armour’sRuntoVotecampaign is a recent example of this.
- Thus, the Map My Run Run to Vote challenge was established, in which their audience was asked to track 11.3 miles between October 12 and Election Day in order to demonstrate that they had cast a ballot.
- “We are here to support people who aspire to greater things.
- This is an amazing example of a brand supporting a cause that is important to them, and doing it in a style that is appealing to their target audience.
Not only did they demonstrate their company’s values, but they also enhanced interaction and built a library of user-generated content (UGC) that they may use in the future.
6. Set Goals and Measure Results
Of course, any excellent marketer understands that a campaign cannot be effective unless it has well defined objectives and a plan for measuring the outcomes. The same may be said for user-generated material. Here are some typical objectives you might want to consider for your user-generated content campaigns:
- Increasing Brand Engagement: Increasing brand engagement is an excellent beginning point for any UGC strategy. When User-Generated material is used predominantly on social media, the natural effect is an increase in interaction. When done correctly, this is a natural result. Establish your benchmarks before the start of your campaign so that it will be simple to evaluate your progress. In order to correctly assess your success on social media, you’ll need the necessary social media analytics tools. We’ve put up a list of some of our favorites in this guide
- Creation of Content: Perhaps your team might benefit from additional social media material. You’ll want to spend some time figuring out what kind of material you’re searching for and how you’re going to obtain it if this is your ultimate objective. Remember to keep note of submissions so that you may have a better understanding of the sorts of campaigns, competitions, and questions that provide the outcomes you desire in the future
- Increasing Conversion Rates: If your objective is to increase the number of people who purchase a certain product, reviews, testimonials, and unboxing videos are frequently excellent places to start using user-generated content. Determine which product you want to improve conversion rates for and what precise benchmark you want to achieve in order to achieve that goal. It is also necessary to establish a timetable. Keep in mind the SMART goal model: precise, measurable, agreed-upon, realistic, and time-based
- Remember the acronym for Building Trust: This may be a key advantage of user-generated content, but it can be difficult to quantify and assess. Strategies that place a greater emphasis on supporting a charitable cause can aid in the establishment of brand trust. Analyze if people’s comments and feedback on certain keywords or phrases related with your campaign are good or negative in order to determine the effectiveness of your efforts. It may be incredibly beneficial to use social listening solutions, such as HubSpot’s Social Inbox, in this situation. Educating Your Audience: Another purpose of user-generated content (UGC) might be simple education. As a result of monitoring and listening to common inquiries and concerns from your audience, you may compile a list of such subjects that may require attention through a user-generated content campaign. Check to see if these questions are still being asked a year after your campaign ended to determine your level of success. This might motivate additional action, such as the creation of a blog post or some other type of long-form content guide
Embrace the UGC Opportunity
There’s no denying that user-generated content (UGC) has value. However, its worth stems from the fact that it is built on the principle of prioritizing the wants, requirements, and wishes of consumers. Unless you have a clear strategy beyond merely selling more, your UGC campaign will be a failure. The entire purpose of a user-generated content campaign is to build trust and value in order to encourage your audience to spread the word about your business. If done effectively, user-generated content (UGC) can provide your customers with a customized experience that will keep them coming back and influencing others.
By doing so, you will be one step ahead of your competitors.
9 Steps to Building a Winning Content Strategy – Outbrain.com
Content. It is unavoidable if you work in the digital marketing industry. It doesn’t matter if you’re talking about videos or social media postings or native advertisements or landing sites or marketing emails or blog entries; everything online marketing revolves on content in some way. It manifests itself in marketing budgets. Following a SEMrush poll, businesses are increasing their expenditure on content marketing; over half of respondents claim they spend over $10,000 on their yearly content production, an increase from 38% in 2018.
Successful content marketing is dependent on a well-thought-out content strategy that makes the most of every asset, no matter when or where it is distributed or promoted.
What is a content strategy?
When it comes to content strategy, it refers to the process of planning, developing, distributing, and assessing content across all internet platforms in order to fulfill predetermined marketing and commercial objectives. Companies may exploit content performance data to achieve key performance indicators (KPIs), as well as control and maximize their content marketing activities, with the aid of a content strategy. Content strategy may be focused on the short term, such as a single campaign with a restricted time frame.
Why is a content strategy important?
Content creation and promotion are not inexpensive endeavors. When every marketing dollar must demonstrate a return on investment, marketers must organize their content marketing efforts to ensure that it satisfies the pre-defined key performance indicators (KPIs) and contributes to the company’s commercial and financial objectives.
No matter if your goal is to create leads, improve sales, or raise brand recognition, a well-defined content strategy can help you bridge the gap between your marketing KPIs and the actual outcomes you achieve. It will assist you in getting the most out of your material.
What is a good content strategy?
It is understandable that the prospect of developing a content strategy might be intimidating. However, consider your content strategy to be a working game plan for your content marketing goals, procedures, and expectations, rather than a static document. It’s simply that straightforward. A solid content strategy takes into account a key performance indicator (KPI) and then works towards achieving it. It is a road map that outlines the specific procedures that must be done in order to achieve the desired result.
Because a successful content strategy also incorporates methods of measurement and analysis, the material may be adjusted for greater performance in the future, which is acceptable.
What should a content strategy include?
In order for a content strategy to be effective, it must have a number of key components. These components include: Here are the details:
- Detailed objectives and key performance indicators (KPIs): Every digital content campaign should be tracked and measured in order to determine whether or not it is reaching its objectives. In other words, define your objectives as explicitly and thoroughly as possible from the beginning. The use of a detailed content calendar: Because there are many moving pieces in a content strategy, it is critical to use a content calendar to plan out the publishing schedule. It will be easier to maintain the content calendar if you have a visual representation of it. Various sorts of material are available: The most effective content strategies make use of a variety of content formats to attract the attention of an audience from a variety of perspectives. There are many different sorts of material available, including articles and ebooks as well as videos and emails, infographics, podcasts, testimonials, and more. There are several routes for content promotion: It is critical to collaborate with a number of online channels at the same time in order to optimize the visibility of content to the desired audience. This entails conducting research to determine where the target audience spends their time on the internet. Writers and designers with exceptional abilities: Creating great content is not a one-time occurrence. Written material, graphic design, and video editing skills are required in order to provide high-quality content that is readable, aesthetically appealing, and enticing to specific audiences. Marketing automation technologies that are appropriate: Today’s content strategy is just too complicated to be managed manually. Fortunately, there are several digital marketing tools (some of which are even free) that marketers may utilize to automate different procedures associated with their content marketing activities
- They include: Budget that is required: As the saying goes, “there is no such thing as a free lunch” (or free content strategy). It is an investment in content marketing that is intended to create leads and income. It is essential to allocate an appropriate budget that allows for the full realization of the potential of the content strategy.
How to develop a content strategy framework?
A solid content strategy is always predicated on meticulous preparation. In order to simplify things, we’ve condensed it down to nine stages that serve as the foundation for every effective content strategy:
Step 1: Define your content business objectives
The first stage in developing a content strategy is to identify your company’s goals: What are our identities? What are we supposed to do? What motivates us to do this? What problems are we attempting to solve for our customers? How might we approach it in a more effective or creative manner? What are our immediate and long-term objectives? What role will content marketing play in our success? Your content strategy will only ever be as strong as your responses to these kind of queries will ever be.
Step 2: Find out all you can about your audience
Because content is intended to be consumed, it is critical to understand who you are providing it for. Determine your target audiences’ interests: What are their hobbies and pastimes? What exactly are their issues? What websites do they visit to pass the time online? The most effective strategy to get to know your target consumers is to do research and develop a broad profile for each sort of client you intend to target. “Buyer personas” are a term used to describe these types of people. For more information on designing great personas, see this handy beginner guide.
Step 3: Create an original voice for your content
There’s a good chance that your product or service isn’t the first or only of its kind. And there’s certainly already a ton of related stuff available on the internet. What strategies can you use to make your material unique, distinct, and valuable? By connecting with the heart of your brand and giving your unique expertise and viewpoint, you can help others connect with your brand. We also know that sincerity is effective.
Customers who believe a brand is real, according to the 2017 Authentic Brands Study conducted by global public relations company CohenWolf, are inclined to purchase from or recommend a brand that they believe is authentic. So don’t put it off any longer — find your voice today!
Step 4: Develop a written roadmap
If your content strategy is just floating about in the air, it won’t go you very far. According to a joint research conducted by the Content Marketing Institute and the Intelligent Content Conference in 2017, 44 percent of firms do not have a defined content strategy in place. Don’t let yourself become a statistic — document your content plan right now. You’ll not only be able to make more sense of your content marketing, but you’ll also find it much simpler to alter and refine your strategy as needed.
Step 5: Identify the best channels to promote your content
Multichannel marketing has emerged as the de facto standard method of doing digital marketing. Promotion of content and interaction with viewers across a wide range of media are essential. All of the channels that may and should be employed in a content strategy include social media, email marketing, native content suggestions, owned websites, display adverts, and others. Working out which channels are the most popular among your target demographic is where the challenge lies. When it comes to business-to-business material, LinkedIn is undoubtedly a vital channel, however when it comes to consumer content, Facebook or even TikTok for younger audiences would be more appropriate channels to leverage.
There are a plethora of channels and chances available, so be careful to pick the most promising ones.
Step 6: Measure your content strategy wherever possible
A content strategy must be quantifiable in order to be effective. Consumer consumption, sharing, lead generation, and sales are the four types of content marketing analytics that are commonly used. First and foremost, you’ll need to identify your key performance indicators (KPIs) so that you can create a clear map of your content objectives. Using a variety of analytics tools and software, you can measure the success of your content and gain a more in-depth insight of how well it is working for you.
Step 7: Test your content and campaigns
Much more goes into developing a content strategy than simply submitting articles and pressing “Publish.” Because there are so many variables that influence content performance, the only way to determine what is working and what is not is to test it. A/B testing, often known as split testing, is one of the most commonly used methods of evaluating digital advertising. A/B tests are done by running two copies of an ad or content at the same time, with just one element changed between the two versions, such as the headline, picture, color of the CTA button, CTA wording, and so on.
A/B testing are also known as split tests. The performance of each version is tracked and studied in order to determine which version is the most effective. More information about A/B testing may be found in this article.
Step 8: Optimize your content regularly
In order to offer the required information for optimization that will continually increase campaign success, all of this tracking, measuring, and testing of content campaigns is being carried out on a large scale. Material optimization may take many forms, including rewriting an article with relevant keywords, experimenting with alternative subject lines for an email campaign, refining the style and design, and even publishing content on a different day of the week. Optimization should be a continuous activity in a content strategy, and it should be the logical next step once all of the data around the content’s success among the target audience has been obtained and reviewed, as it should be.
Step 9: Repurpose content for other uses
It is not simple to create effective content that produces results, and it might require a substantial amount of time and resources. If your material is performing well, it would be a pity to allow it to get stale. By integrating repurposing as part of your content strategy, you can extend the life of your material. When material is updated, modified, renewed, or converted for another use, it is referred to as content repurposing. This allows you to get more out of your content in the long term.
Consider the following scenario: a specific blog article is gaining a lot of attention.
Alternatively, you might convert a popular “how-to” instruction into a step-by-step video.
Great content marketing doesn’t just happen
When it comes to content marketing, there is much more to it than just writing a fantastic blog or generating a beautiful video. It necessitates a comprehensive strategy that addresses the creation of the content itself, how and where it will be marketed, and the outcomes that the plan is intended to achieve. It necessitates meticulous preparation, flawless execution, and tremendous attention to detail, as well as the participation of several stakeholders within the company. The development of a successful content strategy does not happen overnight; nevertheless, the sooner you begin, the sooner you will have a strategy that is effective and meets your KPIs up and running.