17th October 2019
By now, you’ll probably know that good quality content and marketing go hand in hand. In fact, for any business looking to develop a robust digital marketing strategy, developing an interesting, relevant content marketing strategy is essential for attracting new leads, engaging customers and helping to retain those already on the books.
Whether your business is looking to invest in blog writing or vlogging for the first time, or you simply need to refresh your current content marketing strategy, here are a few things you’ll need to consider.
1) Understand your goal
First things first, consider why you are developing a content marketing strategy. The most valuable content is that which can be used to achieve a specific business goal, so it’s important to properly define your aims and be clear on the reasons behind your efforts.
2) Get to know your target audience
Another key area to consider is whom you are gearing your content towards. This is especially important if you’re creating a new content marketing strategy. Only by understanding your target audience will you be able to create valuable content for them. This means conducting market research and understanding your consumers’ interests and requirements well enough to tailor content to them. It’s also about understanding whether you should be blog writing for customers who like to read long-form or investing in visual content to grab instant attention.
Once you understand your target market, be sure to revisit it frequently to ensure it remains relevant or to further expand your audience.
3) Choose your medium
Content comes in various forms, so it’s up to you to decide which would be best received by your target audience. Typically, different groups will prefer certain types of content, whether that’s written pieces, visual media or audio. If you’ve put a significant amount of time and effort into the first two steps, this should be a fairly straightforward decision, but you don’t have to be restricted by one medium. It’s okay to create content across a range of formats as long as they are able to meet your goals. Here are some of the most popular forms of content you could choose from:
5) Case studies
7) Social media
8) White papers
4) Brainstorm ideas
Once you’ve decided on the format of your content, it’s time to start coming up with ideas. Whether you’re working alone or as part of a marketing team, you should take the time to thoroughly plan your next project and come up with content topics.
There’s a range of strategies and tools you can use to inspire you. You may want to do some research into what’s working for industry peers or look at people following you on social media and see the type of content they’re sharing. Alternatively, why not try a tool such as Buzzsumo to discover the type of content that is most popular right now?
5) Organise and publish content
As well as coming up with good content ideas, you’ll also need to think about how you’ll organise and publish each piece. Create your own content marketing strategy calendar to help you publish a diverse range of content across your website and social media, combining ideas that focus on current topics and those that will remain relevant for months or years to come.
As well as popular holidays like Christmas and New Year, consider niche events that may appeal to your audience or be relevant to your industry, such as Love Your Pet Day or the International Day of Friendship. Your content marketing calendar is also a great place to note down which of your team members is in charge of each piece of content and keep track of deadlines.
Looking for help with your blog writing or just want to get a bit of help in shaping your content marketing strategy? Get in touch with us today