Content marketing has proven to be a great strategy for generating leads and increasing sales. Whether you’re just starting out or you’ve been operating for some time, developing a content strategy for your business is a must. Fail to do it and your business will miss out on many things. But how exactly do you develop a good content strategy? Here’s a from-A-to-Z guide that’ll help you come up with a strategy that delivers the best results.
Set goals
A good content strategy starts with a brainstorming session that helps you identify your goals. What exactly do you want out of your content? Does it line up with what your business is trying to achieve? What does your vision of success look like? Come up with answers to each of these questions and framing your content strategy will become much easier. Just don’t forget to revisit your list of goals every now and then and adjust it if necessary. Another reason for doing so is that having a set of clearly-defined goals will help you stay motivated and keep coming up with quality content.
Develop your reader persona
Using your expertise to write about the stuff related to your industry is a great idea. However, it’s important to have in mind that you’re not writing for yourself but for your customers. This means that your reader persona might not know as much about the topic as you and explaining everything from the beginning might be necessary. Identifying your reader persona should also help you decide on the tone you’re supposed to use and images you’re supposed to attach to your posts. The best way to figure out who’s going to engage in your content is to conduct market research.
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Measure demand
Content marketing isn’t all about developing interesting content. There’s no doubt people will enjoy engaging in a piece of content they find fun and informative but it’s also important to know what your target audience is looking for. Are there any questions they need answers to? Are there things about your industry they should know about? Only once you start measuring demand will you be able to come up with content people on the web will actually wait for. Keep a close eye on any requests you get in the comment sections and conduct surveys to identify topics your audience wants you to cover.
Rely on videos
Video is a powerful content medium that only continues to gain more attention. Just take a look at it this way – videos are 40 times more likely to be shared on social media than any other types of content. Not to mention that videos have the power to gain the viewer’s full attention, unlike some other types of content. However, recording videos isn’t as easy as writing blog posts. Plus, you need quality equipment if you want to record effective videos. This is why it’s a good idea to turn to a video production company and have them produce professional videos for your website.
Establish specific directions
It may look like every piece of content is the same but there’s much more to it. Once you create tons of content it’s time to come up with ways to use it. Although almost every piece of content can work across multiple channels, it’s way more effective to break down your content into phases and give each piece a clear purpose. For example, if you’re aiming to attract new customers to your business, it’s a good idea to use Facebook ads and record explainer videos. When it comes to customer retention, new product descriptions and articles on exclusive offers are something you can never go wrong with.
Monitor your efforts
Once your content strategy has been developed, it’s time to start posting content and wait for people on the web to engage with it. However, that’s not the end of it. After all, how can you know whether your content strategy is a success if you don’t keep a close eye on how your target audience sees it? This is exactly why you need to keep a close eye on any comments and requests you get. Also, keep track of the number of people who engage with your content and make sure that number only continues to increase over time. Another smart thing to do is to monitor your competitors’ content strategy as well.
Content marketing is a relatively new type of marketing and it looks like its impact is only going to increase in the future. With that said, now is the perfect time to develop a content strategy for your business and take your marketing efforts to the next level.
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