Content strategy is an activity that precedes content marketing, because it involves planning what should be produced, how, on which channel, analyzing predictive and behavioral data to statistically identify which content may or may not work.
This analysis is essential for anyone who wants to be successful in adopting a content marketing strategy within their objectives.
Why do you need a content strategy?
Content strategy ensures that the company attracts the right users who will convert into customers and retains them as customers.
Content is meant to connect with your audience. Creating content without purpose, simply for the sake of putting it out there, can be a costly and time-consuming mistake. Knowing your strategy before you start producing content will allow your brand to create more relevant content that will translate into greater trust and a better ROI for your content marketing efforts.
Your content strategy defines:
What do you want to accomplish?
Who are you trying to reach?
What types of content will you publish?
Which formats and channels should you adopt?
How your content will support the brand
The ways in which your content will be differentiated
How will you promote and amplify your content?
The metrics that define success
You wouldn’t plan a trip without knowing your destination. A content strategy ensures that your content marketing efforts are moving you in the right direction. Without a well-defined strategy, you could waste a lot of time writing content that doesn’t get the audience impact or business results you want.
For example, your business goals might include increasing brand france phone number data awareness (to generate more revenue) – to achieve this goal, you could implement a content strategy that focuses on SEO to increase website visibility and drive traffic to your products or services.
When you develop a content strategy, there are some questions to answer. Let's take a look.
1. Who will be reading your content?
Who is the target audience for your content? How many audiences are you creating content for? Just as your business may have more than one type of customer, your content strategy may cater to more than one type of reader or viewer.
Using a variety of content types and channels will help you deliver different content to each type of audience you have in mind and engage everyone who makes sense for your business.
2. What problem do you need to solve for your audience(s)?
A solid content strategy supports people on both sides of your product: those who are still figuring out what their main challenges are, and those who are already using your product to overcome those challenges. Your content reinforces the solution(s) you’re offering and makes your customers more qualified users of your product.
3. What makes your brand unique?
Your competitors probably have a similar product to yours, which means your potential customers need to know what makes yours better, or at least different. This is where content comes in.
4. What content formats will you focus on?
What forms will your content take? Infographics? Videos? Blog posts? Once you’ve identified the topics you want to cover, you’ll need to determine what formats to budget for so you can express that position.
5. What channels will you publish on?
Just as you can create content in different formats, you’ll also have different channels that you can publish to. Channels can include owned properties, like your website and blog; and social media properties, like Instagram and TikTok.
6. How will you manage content creation and publishing?
Figuring out how you’ll create and publish all of your content can be a daunting task. It’s important for a content strategy to know who’s creating what, and where it’s being published.
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