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How to create a content marketing strategy

Posted by: Clare Rose

Providing consumers with good quality content they can benefit from will build an online following and drive people to your website. Great content strikes a balance between your business and your customers’ worlds. Here’s how to achieve it:

1. What are your objectives?

So you’re creating a content strategy, but why? Your content strategy needs an aim and an end goal. Do you want to build brand awareness, drive customers to your website or increase sales? Content marketing can improve all of those things, but having goals enables you to track and monitor efficiently.

2. Swim through the sea of content

The internet is packed with content, some great, and lots bad. Your job as a content strategist is to write content that will rise above all the other. Give your audience something new, something they will benefit from reading. Write content that will inspire and encourage the reader to act and purchase from your company or come back to read some more – generating that all-important relationship with your customer

3. Know you audience

It’s all too easy writing content that pleases yourself, but what will your readers think? Write for your audience, not yourself. Identify your audience and put yourself in their shoes. Ask yourself, ‘Will they want to read this?’ and ‘How will it benefit them?’
Use social media to define your audience. Create and instigate conversations with an interest in your company or product. Conversations won’t always guarantee results, but the network and relationships you build online will generate a sense of trust between your business and people.

4. Create a content calendar

Once you have your audience identified, pick out your key business and industry dates. This will enable you to plan your marketing strategy around important dates and ensure content is published on time. Plan for the year ahead and look beyond your close geographical area. Writing and tweeting about industry events in your wider area will show consumers that you are knowledgeable in your field and help identify your business presence. Once you have your skeleton calendar outlined, stay alert and reactive to adapt your plans for unforeseen relevant events.

5. Promote!

With your calendar set up, you need to promote that written content. Get it out there on all available social media channels. Be clever with your headlines and tweets to attract immediate attention and draw the reader in. Engaging content generates clickable results!

6. Analyse and monitor

So you’re writing lots of content, day in day out, but how do you know if it’s having the desired effect? The next task is to monitor, measure and track your content. When trying to generate awareness of your business you need to know whether your content is reaching the right audience. If you’re trying to target 25-40 males but are reaching 50+ females, you need to alter your content, outreach channels and activity.