This concept isn’t a new one. As we know, content marketing is key. If you produce good content, you’ll generate more leads and drive more traffic to your website. This much is obvious, at least on paper. A recent survey* showed that 76% of Nordic companies work with content strategy, however only 50% claimed to be successful at content marketing. This is more than likely due to the fact that many departments within these companies create content without first drawing up a content strategy. Take a look at these five tips, and start defining your own successful content marketing strategy today:
When it comes to content strategy, there is no one-size-fits-all solution. If you Google ‘steps to writing content marketing strategies’, you’ll likely find hundreds of different articles all telling you to do different things with a different number of steps included. So what are the right steps to follow? Yes, they’ll probably include factors such as your goals, audience, type of content, a communication plan, and promoting and measuring certain key indicators. But what else?
The ‘what else’ is your company, and its unique characteristics. Your brand. Your product. Your vision. Your culture. Your company is a combination of different factors, each of which define your own identity – so it follows that the way you communicate will naturally be different to everyone else as well.
You do not have to be active everywhere
Of course it’s great to be able to post your content across different channels and media, from blog posts, newsletters, podcasts and videos to platforms like Facebook, Twitter, LinkedIn, Instagram, and more. But let’s be honest, marketing content this way consumes both time and resources, elements that your company may not have readily available.
“You can’t be everywhere at once, and you won’t be effective trying.” - MICHAEL HYATT
Find the types of content that suit your company best and choose the right channels to target your specific audience. Learn the rules of your chosen platform and maintain a strong social media presence. Keep your message simple and focused!
It is also about collaboration
When you create your content strategy, you’ll have to think about the types of ideas and messages you want to communicate through your content. You’ll have to define how often you’ll need to update this content and who will be responsible for doing so. In these cases, collaboration is key. Involving all the departments of your company by sharing your goals and your vision will make participation and company-wide contribution easy.
Your technical support team can provide you with feedback that you can use as testimonials, should it be positive. Should any user issues arise, you can create videos to help solve any problems. Collaboration can be achieved in several ways. It can be internal or external. It can be done with a single customer, an influencer or blogger, or even a competitor. In fact, it’s this exact type of collaboration we’re currently involved in with one of our customers at the marketing factory.
It does require a certain amount of coordination, but it can be hugely beneficial in sourcing inspiration from others and can help you produce better content as well.
Identify Challenges at the early stage
Being consistent and relevant in the content you publish, having resources available, and measuring the effectiveness of your actions are some of the challenges you will face during your journey. The earlier you identify them, the quicker you will develop the best strategy for overcoming each one.
It’s also good for your stakeholders to know and accept that establishing an audience and building creativity take time. Don’t be too ambitious when you start, and remember to adjust your targets accordingly.
Document your strategy
Even a simple strategy deserves to be documented. This type of document can contain both generic questions and specific ones. In it, you will need to describe your challenges and your goals, the risks to accept and the money to spend, the people you want and need to involve. You will need to write down how you are aligning your strategy to your business objectives, provide details on your audience, the type of content you will be creating, and the best way to promote it. You will also need to define how you will be measuring your success.
A good content strategy isn’t rocket science but it is a continuous learning process. As such, it’s important to understand the expectations of your audience, and what truly matters to your buyers in order to produce the right content through the most efficient channel for them.
Content creation is the easy part. Putting together a solid strategy is where the work comes in. Be realistic, stay focused and love what you do!