Six Tips for Creating a Winning Content Strategy
Congratulations are in order if you’re beginning your content strategy! You’ve made the first important step in developing thought leadership, increased traffic, and return on investment. The world of content marketing can be daunting, but it’s a rewarding one, literally and figuratively.
In today’s marketplace, it’s also vital to your success. According to research from the Content Marketing Institute, nearly three-quarters of all B2B marketers surveyed reported they planned to create more content this year than they did in 2016. It’s not hard to see why – content is a reliable and cost-effective source of revenue.
Think of it this way: It only takes one blog post with a steady stream of traffic to automatically generate more leads for your company (through embedded links, for example). When done well, a content strategy educates, informs, establishes your authority, and creates awareness for your brand.
This should provide a compelling reason to start your content strategy (or refresh one, if yours is getting stale). But where to begin?
Begin at the End
Your content strategy should start with some brainstorming. What is your goal? What do you want out of your content ultimately? What does your vision of success look like? Answering these questions will help frame your strategy. It also will help you gain executive support for your strategy down the line – if you have a clear goal, higher ups are more likely to give you the go-ahead – and forgive any missteps along the way.
Develop Your “Reader Persona”
Anyone in the marketing field is familiar with buyer personas, and your content uses the same strategy. To develop a successful content plan, you’ll need to define a target audience. This helps you create engaging, relevant content that will actually gain traction on your site.
For veteran marketers, this may also present an ideal opportunity to reassess your targets. Is it time to expand your market? Are you vying to reach a new demographic? Align your content strategy with your market research to ensure you’re delivering pieces your audience wants to read.
Consider All Types of Content
When we say “content marketing,” people automatically think blog posts, but this is only a facet of content. E-books, videos, social media, infographics, webinars, case studies, even memes can be part of your content strategy. If you’re posting blogs week after week and failing to gain traction, consider branching out.
Podcasts are emerging as a popular way to engage with content; they help your target audience reach your brand, especially if they don’t have any time or interest in reading online. Estimates say that 57 million people tuned into podcasts each month in 2016, making them a huge potential market. Podcasts work well as a content format for businesses that have interesting people to interview.
While a health podcast may provide people with valuable information, it might not be ideal for someone with a painting business. Be sure your platform is relevant to your target audience.
When done well, video is also a great way to connect with your audience. The “Like a Go to the full article.