Just about anyone can write a blog post or share a comment on social media. However, creating and posting content is just one tiny sliver of the pie. A rock-solid content strategy begins well before anything is published. Setting benchmarks, researching keywords, or pinpointing specific channels or demographics to market to are just as important as the content itself.
Unfortunately, many companies claim that they are content strategists, but the reality is that they churn out content without thinking about the long-term implications. To have a successful business, you need a rock-solid content plan and a team that is capable of its implementation.
6 Steps To Building Rock-Solid Content Strategy
- Identify your mission or goal: Who are you? What are you trying to build or sell? Your mission or goal should be easily identifiable so you can build your brand and align your team to promote your product.
- Study your audience: Who are you trying to promote to? Who are your existing customers, and what are their habits and demographics? Pinpoint who you are trying to reach and start there. You can really go off in the weeds here, so make sure you stay true to your audience and use what you uncovered in your research and study.
- Perform an SEO analysis: Use one of the multiple keyword and analytic tools available and determine the keywords your clients are searching for. SEO keyword tools help identify exact words and phrases your potential clients type into their search engine browsers. Using these keyword searches, you can narrow down the best terms to that you want to insert into your content.
- Identify The buying funnel: While the term “funnel” may seem cliche, it definitely exists. An identifiable marketing funnel will help you determine how your potential customers move from acquisition to purchase.
- Distribution strategy: Knowing the demographics and habits of your audience, you are able to identify what channels they frequent. Your audience and your product type will naturally lead you to the best kind of platform to distribute your content.
- Content calendar: This step is the icing on the cake. A good content calendar should spread at least 2-4 months, but no longer. If you spread longer than a quarter, you run the risk of getting off track, or not taking the time to identify areas for improvement. Start off slowly, see what gets traction and build, build, build!
When people search for a service online – they are not usually seeking a particular business – but looking for someone to answer their questions.
People Are Looking For Answers
When you create and implement a proper content strategy, you will see an increase in your business. You need to make sure that your content remains relevant and fresh and be in the position to not only answer your reader’s questions but to also show your readers that you are a trusted and knowledgable source.
When people search for a service online – they are not usually seeking a particular business – but looking for someone to answer their questions. If you are able to narrow down your content and answer questions people are searching for – they will land on your page. They will click your ads. They will follow you on social media. You will drive content, build a client base, and increase your brand reach when you start your content off with a rock-solid strategy.
Content Strategy: The Backbone Of Marketing
While content can be created and posted at a rapid pace – it needs a backbone to hold it together. Your content strategy must be the steady strength that maps out your audience, goals, timeline, delivery, SEO tactics, and messaging. You need to be able to explain to your potential clients and readers what you are creating, and why you are creating it.
You can post social media snippets all day. You can reserve articles to get you in the top of the feed every third hour of the day, but you would only do this if it were part of your strategic content marketing strategy. You would do this if it provides you with your measurable benchmarks to success, or speaks to your long-term company goals.