Good morning ladies and gentlemen. Before we delve into the steps of creating a content strategy, let’s consider what content marketing is and why you should consider developing a content strategy.
What is content marketing?
Content marketing is about creating and distributing information that solves your customer’s problems.
This information can either educate, inform, inspire or entertain your audience.
By delivering consistent and valuable information our target audience will reward us with their business and loyalty.
So why develop a content strategy?
You should have a content strategy in place because:
1/ Online content provides the customer with access to your products and services and should lead them to a ‘call to action’ or the next step in your conversion funnel.
2/ Online content can solve your customer’s pain points
3/ Online content positions your business as the trusted expert in it’s industry.
The first question you need to consider in developing your winning content strategy is:
1/ What do you want to accomplish?
To track your content success you need a strategy with specific objectives:
To give you some ideas, successful content should:
-Improve your brand awareness -Increase traffic to your site - Generate more leads and sales - Improve your search engine rankings - Increases your competitive advantage
Your content should accomplish one or more of these goals.
2/ Research the audience’s needs
Analyse what questions your customers ask, can you spot trends, do the same ones keep repeating?
Track these enquiries and answer them with useful content.
Alternatively, search online for your targeted key words and discover what people are asking about.
3/ Develop a content marketing mission statement
Creating a content mission statement will help to ensure everyone is working towards the same aim.
It will help you and your team to decide what content you will and won’t create, what’s appropriate and inappropriate.
Here’s an example of Kraft Food’s content mission statement.
It an opportunity to share stories about your employees, your customers. It shows customers what you are like to do business with Enables you to connect on ‘human’ level
Blogs are a great opportunity to optimise your SEO
Google loves fresh content It loves quality content with target keywords Answering your customer’s most frequently asked questions can greatly increase your chances of being found easily.
4/ What type of content?
Consider these different types of content that you can implement.
As you’re likely to have content published on different dates and sites such as your website, blog, and social media channels, use an editorial calendar to help plan and organize the creation and launch of new content.
5/ Never build your content on rented land
Joe Pulizzi spoke about this at SMMW conference in March.
This means ensuring that the content you create resides on your own property such as your website and blog, rather than originating from a social media site.
This enables you to have full control over your content without being affected by changes you can’t control.
6/ Content Optimisation
Search engine optimization (SEO) is the process for making web content search engine friendly.
Every piece of content created such as text, images or video should include optimization so that it has the potential of ranking high in the search results.
Promotion of content
Once your blog post, infographic or video has been created you’ll want to promote it and the easiest way to do this is by social media
Decide on the social media sites that are relevant to your industry.
There are a number of possibilities to choose from including
posting update statuses to Facebook, Twitter, Google plus or LinkedIn. Participating in group discussions Pinning images to Pinterest Commenting on blogs
8/ Measure your progress
How do we know whether we are achieving our objectives?
The best way to measure your progress is by using web analytics. This analyses and collects data from your web sources.
The most common web analytics tool is Google Analytics which is free to use and has a wealth of information available.
There are other paid analytic platforms that monitor user behavior such as Kissmetrics and Hubspot.
Before we round up I wanted to share a couple of examples of companies who are demonstrating great content marketing on their websites.
Baking Mad.com is a site aimed at baking enthusiasts and is owned by Silver spoon
Their site has recipes available for all occasions.
It also has an active membership site where users can share tips and recipes.
Baking Mad provides massive value by providing solutions to their customers in the form of recipes and it’s community.
By creating this value Silverspoon drives sales by listing their products within the recipe’s ingredients.
Sells software to marketing agencies.
One of the key’s to it’s success has been through it’s content marketing strategy.
Their website has a marketing academy and marketing library that contains ebooks, templates and webinars to help marketing agencies stay on top of their game.
To download their resources you have to fill out your company details and then Hubspot will track the user and will contact them offer them a demonstration and trial of their software.
Just to recap here are the 8 steps
WHAT DO YOU WANT TO ACCOMPLISH? RESEARCH YOUR AUDIENCE NEEDS CREATE A MISSION STATEMENT PLAN & AGREE CONTENT TYPES BUILD ON YOUR HOME BASE OPTIMISE CONTENT PROMOTION MEASURE
And remember that a smart content marketing strategy begins with understanding what the customer needs rather than what you want to offer them.
8 steps to a winning content strategy
8 Steps to a Winning Content
Social Media & Content
“Content marketing …
…is the various methods which we
deliver our message of value in the
- Ryan Hanley, Content Warfare.
Access to products & services
Solve their pain
Become a trusted adviser
Why Develop a
• WHAT DO YOU WANT TO ACCOMPLISH?
• RESEARCH YOUR AUDIENCE NEEDS
• CREATE A MISSION STATEMENT
• PLAN & AGREE CONTENT TYPES
• BUILD ON YOUR HOME BASE
• OPTIMISE CONTENT
8 STEPS TO A WINNING CONTENT STRATEGY
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