How To Plan A Content Marketing Strategy
Content marketing is a method that involves creating and sharing valuable, entertaining, educational, and interesting information for the purpose of building a relationship with an intended audience and, ultimately, generating some type of conversion. Content can take many forms, such as videos, blogs, podcasts, ebooks, newsletters, post on social networks, etc.
By publishing this useful, relevant and constantly attractive content and delivering it to the right audience at the right place and time, a brand can become a trusted source of information that consumers will choose from their competitors.
But do not blindly assume that more is better in terms of content creation . You must make sure that your publication schedule is based on a solid strategy that is in line with the objectives of your business.
Content Marketing Strategy vs Content Strategy
Content marketing strategy and content strategy are often confused, and although there is some overlap, they are different concepts. Robert Rose of the Content Marketing Institute says content marketing strategy is the "why" and content strategy, the "how".
The content marketing strategy tries to understand the story that your company or organization wants to tell and studies different ways to engage your audience. While the content strategy breaks down the tactics that will be used to create, publish, promote and track those contents.
Your target audience
Traditional marketing that disrupts and annoys the consumer becomes less and less effective, as we have learned to unconsciously ignore irrelevant messages. The answer to this problem is a content marketing strategy that "attracts" consumers and offers them value . This type of more personalized content speaks directly to your audience, delivering the information at the time and place where they want to receive it.
Components of the content marketing strategy
Now that you are clear what content marketing is, let's see what the key components will help you to plan and execute your strategy correctly.
1. Objectives of the company
The first step is to carefully define the objectives you want to achieve with the content marketing strategy. You must set clear goals in addition to the path that will lead you to reach that final goal.
2. Competitive audit
Create a list of your competitors and investigate them a bit. Where do they publish their content? What kind of content do you prefer? Observe their frequency of publication and what topics they cover. The more you know about your competition the better. This way you will know how you can differentiate yourself.
3. Content audit
Make a complete inventory of all types of content you've been publishing, including details such as the subject being treated and the channel on which it was broadcast. Evaluate what content you can upgrade to give a new boost to your strategy.
4. Customer people
Develop a complete profile for each type of existing or potential customer you want to reach. What are your wishes, fears and interests?
5. Obstacles and opportunities
Plan in advance how you will overcome some challenges such as lack of resources, lack of trained staff and increased competition.
6. History of the brand
The history of your brand defines your value proposition and sets the tone in which you communicate with your customers. Your content marketing strategy must be fully aligned with your brand story.
7. Content Ecosystem
This is your paid, owned, and earned media plan. The proprietary media are the websites and other assets that you possess directly. Cattle are those in which your brand is mentioned by blogs and key influencers. And the means of payment include sponsored posts or Facebook advertising campaigns for example.
Plan the content you want to publish in each of these areas and visualize the entire content ecosystem that will help you achieve your goals.
8. Content distribution plan
Determine how you are going to show your content to your target audience. Find out how and where they like to consume content similar to yours: social networks, newsletters, youtube, etc. Investigate which channels are the most appropriate and constantly update your approach.
9. Measurement
How will you measure the success of your strategy? What are the most important KPIs that will help you achieve the goals you set in the beginning? Visits, actions and time spent on each page may be important, but subscriptions and followers are critical to creating an audience.
10. Tools
What tools will you use to create content? For example, does your company already use a content management system (CMS) like WordPress? Will you have your own copywriting staff or outsource it ? You will also need good analytics software to track and measure each piece of content , such as Google Analytics.
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Is that too much work for you? It really is, but it pays to dedicate time and effort to establishing a strategy, defining its goals and planning its tactics before starting with content marketing. In this way you will achieve the objectives that you had raised in the beginning.
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