A content strategy is not the same thing as content marketing, it is your content marketing master plan.
A content strategy known as a content plan is a collection of tactics used to create, implement, and manage marketing information, materials, and collateral. It is like a marketing battle plan. To be successful, we need a good and well-planned strategy, it needs to be detailed and comprehensive, down to what type of content you will be publishing, when and where you will publish it, and who is responsible for each piece. It must all be part of a larger strategy designed to achieve specific targets.
Successful Content Starts With A Good Content Strategy
Content plays an important role in every marketing campaign.
Content could be a social post, a photo, a new blog, or even a press release. And it all needs to work together to move your targets further along the sales journey. A good content strategy will help you establish your goals, determine priorities, and maximize efficiency. Here are some ways you can improve your content strategy and get better results.
#1 A Clear Goal
Generating more conversions is the ultimate goal. In most cases, this means sales, but it can also be clicks, newsletter signups, generating new leads, converting new customers, improving customer retention, upselling, or any other marketing-specific goal you can think of. The clearer you define your goal, the easier it becomes to specify the type of content and channel for each marketing tactic.
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#2 Comprehensive Analysis
Every tactic in a content strategy should be backed by comprehensive analysis to justify it. Putting in the work early saves you time, money, and headaches down the road.
You may start by looking into the target audience. Who are our target markets? What are their pain points? And how can you help them? There are a number of ways to gather information, including mining digital data, sending out surveys, and directly interviewing customers.
As a result, you are able to implement the current content and identify where it hits the mark where it could be more robust and where it missed completely.
#3 Potential Ideas
Identify which topics are most important to each piece of your strategy and how your new content will help achieve your goal. You should have begun compiling a list of potential ideas and messages you want to share. Thereafter, determine how it will fit with your organizational goals.
For example, if you are a real estate agent seeking to educate potential landlords about the hassle of owning property in Indonesia, a blog post 6 Things Foreigners May Not Know About Owning A Home in Indonesia, could draw in curious web searches.
#4 Tone Of Voice
What does your brand sound like? Is it professional? Casual? Funny? Find out the voice of your brand to create a sense of consistency across all pieces of content and all channels.
If you’re including visual aspects, make sure you clearly define brand colors, font types, and logo usage. Even if it is all completely different objectives and channel distribution, every piece of content should be aligned with the next for brand consistency.
#5 The Best Platform & Season
You have almost everything. Now it is time to decide where and when you will use it. Identify where your targeted audiences exist and choose the distribution platform for you to share the story, processes, and objectives for each one. That includes its format and cadence, but the goal is to present a consistent brand narrative across all channels. By outlining distribution channels, we are able to identify the best platform for each piece of content.
In the same vein, identify when you should publish each piece of content. For example, there is no point in selling New Year’s Eve packages in June, but it is a huge market in December. Hence, figure out the best time to drop each piece of content and how often you will release new content. Consistently and regularly publishing content takes a lot of work but it will not easily fall behind.
#6 Key Performance Indicators
Just because you have the content published, does not mean you can sit on your laurels.
Some KPIs that you might consider include organic web traffic, leads generated, improved keyword ranking, social shares and engagement, high-quality backlinks, higher LinkedIn visitors, and many more. The measurement will depend on the goal.
Evaluate your KPIs and see what is working after publishing and just as importantly, what’s not. It is important to understand what made content succeed when other pieces failed. Did it work well on one channel, but fail on another? Why did that happen? Is it a different audience or just a lack of exposure?
Luckily, Google provides a new product of Analytics that is highly insightful during this step.
Let’s Create One
Great brands differentiate themselves by their consistency and adaptability across a variety of media. Great brands are personal, relatable, and easily recalled at purchase time. Let’s sit down to discuss your business goals, a successful content strategy, and any existing visions you have for your brand management with Juicebox.
