Every bit of tangible media whether it be visual, written, documented, downloadable, video that you have made on your own falls under the category of Content Strategy. So a natural question that pops up is that what is Content Strategy and why is it important? Because it is the Content strategy that defines you and your stand in social media. And of course to some extent it directly measures your growth and reflects your industry’s position.
While developing your Content Strategy there are some basic points that should be kept in mind.
- The target audience.
- The expectation and problem it’ll be addressing
- USP – Unique Selling Point
- Format you focus on.
- The mode and channel of publishing
- Managing Creation and Publication
( Source : Marketing Insider )
How important is it to create a Content marketing Strategy?
Content marketing is still considered to be the most reliable and cost effective mode to increase traffic and generate more leads. If you somehow manage to create one blog or website or social media account that fetches you a continuous and steady amount of traffic and viewers then it becomes more or less like a free tool to get you more and more organic traffic.
Another plus point is that it not only continues to generate new leads but also educates the existing prospects with your new experiments and builds a community of faithful followers hence in all building a brand.
Also Read : How do you create a Digital Marketing plan?
So we come back to basic question. How to create a Content Marketing Strategy.
1. Set your Goal.
Setting a correct attainable yet challenging aim can be a tough task and comes only through experience. Never the less only you can reflect upon your journey and set an aim for yourself. Keep a aim that is clear, specific, attainable, challenging and measurable.
2. Conduct extensive Research
To conduct an achievable plan you need to know everything about the buyers. The content’s target audience, its expectation, its inclination and your understanding about them plays a very important role in forming your content. If you are working for a Healthcare facility which is catering to the relatively older generation being creative with modern age ideas of Dab or Harry Potter may not work.
To understand the audience, extensive research always helps. Track down your competitors and learn from their mistakes. Analyse and understand what worked for them and what didn’t.
3. Run audit, edit, go through and revise the content.
Conduct a content audit. Also it is these revisions which help you to be creative and make you wonder how to do the same set differently. Such new experiments may give you a chance to explore. Most importantly some times when you start to explore a new concept of theme on your own; you may get side tracked. This form helps you stick to the goal and redefine and try out new things while sticking to the plan.
4. Brainstorm innovative and unique content ideas.
Brainstorming always helps in creating and discovering new ideas while being relevant to the target audience.
5. Classify the type of content and strategy and accordingly what type of content best fits in.
We have a number of options today and a variety of tools to execute what’s on your mind. Some commonly used are.
Blog Posts, Podcasts, Case Studies, Infographics, Videos, Templates, E-Books and most importantly Social Media.
( Source : Smallbizgenius )
Let us explore Social Media in detail.
Social Media has emerged to be one of the leading forms and modes of advertising and Digital Marketing. The different platforms that Social Media offers include Facebook, Twitter, Snapchat, Instagram, Linked-In. Pintrest and so on.
But though it seems very easy, social media may not be as easy to handle. All different platforms have their own format, search engine algorithms, user friendliness hence optimizing your content accordingly becomes quite tough.
Also Read : Social Media Planning and Calendar Creation
Furthermore apart from technical constraints the expectation of viewers also differ from platform to platform. For example, Instagram users want Photos and videos with creative, eye catchy graphics, which is appealing and entertaining. However on facebook users want the content to be resonating with the business and audience and more content oriented. Snapchat on the other hand connects with people more intimately in their personal space. Hence you need to keep changing your content format and also alien it with the platform. Content formats have a wide range in themselves. They may come in the form of pie charts, graphs, quotes, quizzes, FAQ, Vlog, Cartoons, Illustrations, Memes, Timelines, Lists, Interviews, Graphics, Photo Collage, Photos, Predictions, Mind Maps etc.
6. Publish and manage your accounts periodically
Your marketing plan certainly should incorporate your content. Always prepare a posting calendar to meet your requirements and track the diversity of your content. Many of your ideas may be evergreen and some on the other hand may be relevant only for a couple of weeks or sometimes even a couple of days. Both of which are equally important. Incorporating Holidays, recent trends, addressing long term issues all form a very important part of your period calendar based posting.
Also keep in mind that measuring results form a very important part of the Content Marketing Strategy. For this you need to track KPIs, check google analytics, conversion analytics so on and so forth. There are many tools today to track your success and growth, assess KPIs for search rank and only monitors your success; You’ll ensure it’s growth rate and work, strategize accordingly for a successful Content Marketing Strategy.
Also Read : How to measure Digital marketing ROI ?