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Content is an integral part of your company’s online marketing approach. But to deliver truly great content that fits your business goals, you need to do more to stand out from the crowd. You need a content marketing strategy that allows you to have a strategic, long-term vision of what you want to achieve.
“Content Marketing“Is an established term that describes a strategic approach to the use of content, be it articles and blogs, videos, images or others. Having a written, well-defined strategy is key to being successful in your content marketing efforts.
Likewise, with so much competition on the internet, you often need to develop something new and unique to differentiate yourself from your competitors. Many content marketing approaches fail early on or companies simply give up due to a lack of ideas or ambition. Therefore, careful planning is necessary for long-term success.
Take Evernote, the popular note-taking app, for example. This company makes clever use of it Customer stories as a means of engaging with potential customers and demonstrating the benefits of using the product. The content is insightful and clearly shows the business benefits of a modern note-taking app.
Another example is L’Oréal and his Signature faces Virtual makeup campaign. The innovative and fun tool allows users to virtually experiment with different makeup looks. Users can share their favorite styles with friends, post impressions on sites like YouTube, and effectively become brand ambassadors for L’Oréal.
When creating a content marketing strategy for your own business, start with your goals. What do you want to achieve? Below we outline the most important steps you can take to develop an iron content strategy for 2021.
1. The Mission: What are your goals?
Setting your goals clearly at the beginning will help you gauge the effectiveness of your campaign in the future. There can be many reasons for your content strategy: gain new search engine traffic, show that you are an expert in your field, showcase your products and much more. By being clear about what you want to accomplish at the beginning of the process, you have a solid framework to build on.
2. Identify your target audience
The next step is to determine who you want the content to be aimed at. Who is your ideal customer? Think about demographics, including age groups, education, and interests. Try to dive deep and really understand your core customer base. This will also help you assess the types of content that will (hopefully) produce the best results.
3. Define your KPIs (Key Performance Indicators)
Without a way to determine how successful your content is, there is no really meaningful way to measure the statistics. Set your KPIs early in the process. Typical examples of KPIs can be a percentage increase in website traffic, improved search engine rankings or a consistent increase in inquiries.
4. Choose your approach to content
Are you going to deliver a content type or a mix? And which platforms will you use? This largely depends on your business goals. The work you do in identifying your core audience will help with that decision. View articles, blog content, video tutorials, social media content, photography, or a combination of everything.
5. Nominate your individual or your team
Next, make sure who is ultimately responsible for executing the strategy. You can consider internal or external resources – or both. The nomination of an individual or a team helps to keep the strategy on target and ensure the consistency of the workflow. Also, consider whether you need software or tools that will make the approach easier for you.
6. Create a content calendar
Create a content calendar is critical to ensuring the consistency of your business messages. It is usually best to do this digitally and give all relevant stakeholders shared access. Determine which content you want to publish on which days. Continuously evaluate and update the schedule as business development requires.
7. Develop a process for creating and editing content
Then comes the development part of the process. This is where content ideas become reality. Look for ways to improve the workflow of your content creation process, either through the use of software or other organizational changes. Separating content writing from editing can help iron out accidental mistakes.
8. Analyze statistics to determine success
The final step is to put in place a process to analyze the effectiveness of your KPIs (as described earlier in the process). This is how you can measure the success of your content strategy. It is important to analyze statistical data, but it needs to be interpreted accurately and in the right context. Regular reporting and informal meetings can help everyone involved better understand the real picture.
Content can increase your company’s visibility and reach and help you connect with your target audience, but there needs to be a clear strategy in place. Without a clearly defined content marketing strategy, your approach will be disjointed and devoid of vision. So try to align your content with your strategic business goals as much as possible. This way you have a better chance of success in what is often a highly competitive market.