Defining a content marketing strategy
In order for a business or a company to send out relevant content that will interest and keep the interest of its audience, there is a need for a content strategy.
This can be looked at as the manner in which a company decides to send out content, based on the needs/ interests of the clients or audience. It analyzes the different ways by which a content can be used across the buyer’s journey, customer’s life cycle and different customer experience touch points. In a nutshell it can be described as how content is used in strategic ways, alongside other sales strategies. The questions addressed in a content strategy are
- Who are the buyers and what are their content needs and preferences
- Which market goals can be achieved better by using content marketing (traffic building, event marketing, lead generation and management)
- How is the industry you are changing?
The following steps will help you develop a good content marketing strategy.
- Who is your audience?
This is the most important part of the whole strategy. If you fail to come up with a proper understanding of the audience you’re addressing, then the strategy will fail. Understanding the audience means getting to know the interests of the people you are targeting. What products do they like to buy and how often do they buy those products. What causes them to want the products like yours? All these are fundamental in getting to understand your audience better.
- Where do they hang out online
This is directly connected to the previous point on who your audience is. This means you will have to identify where the audience you’re targeting hangs out on the internet. Which channels do they like to visit? Once you get an understanding of this information it becomes easier to meet them on these channels with your content. You could achieve this by talking to customers through interviews.
- What type of content do they like?
When you get to understand where they hang out online, you then get an insight into the type of content they like to see. If your audience is on Facebook, you then understand that they prefer video and list posts. If they spend their time on Pinterest, it means they like pictures. This way you get to tailor your content to suit these directives.