Whether running a social media marketing campaign or building a search engine optimization strategy, you need a great content creation strategy to grab eyeballs.
The very thought of creating a content strategy may seem overwhelming. But think of your content strategy as a working game plan for your content marketing goals, processes, and expectations.
It’s essential to publish high-quality content to attract and retain your target audience.
Easier said than done, right?
Some think creating content has more to do with inspiration than planning, but it requires solid strategic planning.
This post will dive into what content strategy is, why your business needs a content marketing plan, and what steps you need to take to create your strategy.
First things first.
What is a content strategy?
Content strategy is the process of planning, creating, distributing, and measuring content in all its online forms to achieve predefined marketing and business goals.
Critical elements of an optimal content strategy:
Consistency: a content strategy will NEVER (yes, in caps to stress the point) work if you are inconsistent. One-shots do not build a following base or provide valuable information to the reader.
Target ID: Who are you going to talk to? The spaghetti against the wall tactic is not efficient for generating engagement. If you are talking to everybody, you are talking to no one. To understand your audience before generating any content.
Proper distribution channels: Imagine trying to engage GenZs over Facebook. Forget it. Once you know your audience, figure out the best medium to communicate your message.
Dynamism: This is probably the most difficult one. Because content creation thrives on engagement, you’ll get the most if you are constantly up-to-date on current trends. That means having high-quality, ready-to-go content to surf the wave of whatever is happening on the internet.
Ok, I got it. Now, what’s the winning strategy, you ask? Follow these steps:
Step 1: Define your content business objectives
Put down pen and paper to answer these questions:
Who are we?
What do we do?
Why do we do it?
What customer pains are we trying to solve?
How do we solve it better or differently?
How will we know when we are being successful?
Step 2: Stalk your audience.
You want the people behind their profiles to be the ones reading you. For that to happen, you need to create bespoke content for them.
Get a list of 50 profiles on the channel that’ll serve your purpose and identify their content consumption habits:
What are their interests? Meaning what have, they liked
What are their problems? Look out for comments on other profiles, complaints, pushbacks, etc. that might give you an idea of their pains.
Where do they spend time online? Do they use multiple social media platforms? If they do, are they active in all of them?
Once you’ve mapped out your 50 profiles, draw some conclusions on their commonalities to create a “buyer persona” = the ideal consumer you are targeting.
Step 4: Create an Excel file
You don’t want to publish one single asset on various platforms. The content you create needs to be native to each of them, and it gets tricky to get them all right. When creating a tracking file, make sure to include:
Assets (image, video)
Call to action
We have a template that will help to keep everything in one place and allows you to plan the content better. Tip: upload the template to Google Drive, so you can share it with your team and keep all the changes tracked in real-time.
Step 5: Test and Measure
It’s unlikely that you get all the content right on the first attempt, especially when you are starting to build up and get to know your audience. That’s why it is essential to test and measure if the content you are putting out there is engaging your audience.
The metrics are loosely divided into four categories: consumption, sharing, lead generation, and sales.
BONUS: Content repurpose
Repurposing is when content is updated, reworked, refreshed, or adapted for some other use so that you can get more from it in the longer run. Think of it as “recycling” — don’t let content go to waste when you can squeeze it for more clicks, conversions, and customer engagement.
For example, say a particular blog post is getting excellent traction. You can take bits and pieces of the original post and write an entire article on LinkedIn or get the highlights of the post and do an Instagram carousel.
All is fair in love and content creation; remember, it needs to be original, authentic, and have a voice on its own.
Want us to help you creating a winning strategy for you content? Let’s have coffee and talk about it!