The content marketing strategy will guide you through the planning, production, promotion and measurement of content. Creating a solid strategy may seem insurmountable at first, but it will gradually reduce your workload and make your content more effective.
Now (before you start), it’s time to think about your goals and create a content marketing strategy that will take your digital initiatives to the next level. We have prepared a short presentation that will guide you through each step of the process.
Define the marketing objectives of the content and make them coincide with your business objectives.
When planning content, how do you decide what is worth creating and what should be communicated? Each element of the content in which you are involved should serve a clear purpose for your marketing efforts.
What are you trying to achieve? Here are some common content marketing objectives to consider:
- Increase brand awareness in key or vertical markets
- Redirect traffic to your website
- Increase subscriptions
- Direct readers to a home page or a form to fill in, which generates leads.
Determine the target audience for your content
A large part of successful content marketing strategies involves knowing your audience. Depending on the objectives set, it will be necessary to profile a specific audience or buyers. This will help you to find ideas and create your content.
Gather as much information as possible about your target audience. Listening to social media will help you refine your knowledge of their characteristics and interests, ensuring that your content resonates with them. Ask yourself these three important questions:
- What types of content do they share (format, tone, source, length)?
- Where does my target audience spend most of their time online (social networks, blogs, forums, etc.)?
- How can I better reach my target audience (organic social media, advertising, research)?
Determine the types of content that best suit your business
Once you have defined your objectives and target audiences, you should be able to identify the types of content that can help you reach both. Here are some examples of content that can help you achieve specific content marketing objectives:
Create a content execution plan
Once you have determined the type of content to create, establish the creation process. Your content execution plan must be a step-by-step process to transform an idea into a finished product. This plan adds stability to your content marketing efforts, and ensures that the progress of each content element is tracked at every step.
What does a content execution plan contain? A calendar, an idea, a project brief and a content hierarchy.
You now know what to achieve with your content. How much content do you need? Do you need one video per week? Two blog posts a day? One webinar and one demo per month? Create a content calendar and share it with your team.
Anyone involved in content marketing should know the schedule so that no one is surprised by the deadlines. The longer the delay, the more people have to invest in each element of the content. Quality must always be in focus.
Who is responsible for the idea proposals? Specific people should be responsible for finding content ideas, but the contribution should also be open to everyone, as long as they have a good idea. It would be a shame if the process prevented the sharing of ideas. It is also necessary to determine where ideas are expressed and who approves them.
To find good content, feel free to search for keywords (using tools such as Moz, SemRush or Google Keyword Planner) on your site as well as those of your competitors’ sites. Also benchmark the content that performs best on competing sites. Once the idea has been approved, proceed to the next step….
If an element of the content involves several people, it may be useful to consider delegation briefs. A brief describes the idea behind the content, its objectives, the target audience, the deadline or deadline, and the role of each person involved in the project. A successful brief avoids wasting time between project managers and content creators. Create a brief template and share it with your team.
Anyone who creates content must know when they are involved in the creation of the finished product. When creating content, it may be wise, for example, to start with the writers. Once the writing is complete, the publisher takes over. Then come designers or cameramen. The completed content then passes into the hands of a responsible person.
Any necessary changes will require the intervention of the creator, then a responsible person for final approval. There may also be an intermediate step for which a project manager will be responsible. You may also not have the resources to handle such a complex process.
Your process may involve only one writer and one designer. In any case, each person must know when they are involved in the process, and what their responsibilities are in relation to a standard content project.
Measure and refine your content marketing
You have identified processes for the ideas, creation and promotion of your content. What remains to be done? Your content marketing strategy is only valuable if it allows you to succeed, and to determine the necessary evaluation process to implement.