Strategic marketing content focuses on creating, publishing and distributing content to your target audiences online. Your content strategy should help you figure out what your target audience wants and how to motivate them to act. Your content strategy will be unique to your business. It will help you achieve your goals and build brand loyalty by providing valuable information to your customers.
Why do I need a content strategy?
It is essential to have a content strategy to ensure that you attract the right consumers who you can convert into customers. Gone are the days when you can just put something out there and hope to draw in consumers. This can be a time-consuming and costly mistake. If you know your strategy, you will create meaningful content which builds trust with your customers and a better ROI for your business.
Here are a few questions you’ll want your strategy to answer:
Who will be reading the content? This is your target audience.
What problem are you solving for them?
Why are you different? What makes you better than your competitors?
Where do you want to place your content? Facebook, Twitter, Instagram, etc.
What kind of content do you want to create? Videos, blogs, infographics.
How can I manage all of this content?
Steps to create strategic marketing content
Define your goals.
You should start with what you want to accomplish. Make sure that your goals are SMART– specific, measurable, achievable, relevant and time-oriented. If you have goals in place, you are more likely to produce meaningful content. It will be important to think about how you’re going to measure the success of reaching your goals. You will need to define the business metrics and the analytical tools you will use, such as social media shares, interaction with your website or page views. Goals are only as good as the tools that you use to measure them.
Conduct market research.
Get to know your target audience. You want to know where they hang out online, what problem you can help them solve. Your goal is to create content that your target audience is interested in. The content will draw them in and keep them coming back to you. Even if you’ve been in business for several years, it’s important to revisit your target audience as the market may have changed. You even may want to expand your market. It is important to conduct market research and revisit your target audience to keep your business on an upward trajectory.
Implement search engine optimization (SEO) analysis.
Now that you’ve defined your target audience, it’s time to research the keywords that are important to them. Many tools can help you with keyword research, such as Google Keyword Planner. Gather this information and create a primary and secondary list of keywords. Your primary words are those words that your customers will use to search. Secondary words are important for the niche of your market.
Ranking words are especially important because the majority of your business will probably come through search engines. By knowing your keywords, you can improve your brand image and awareness.
Know your competition.
It’s always a good idea to know what your competitors are doing. You should visit their website. See what their content is and what keywords they’re using. Where are they placing their content? What are they saying? Are there areas where their content is lacking and you can fill the void? Your aim should be to provide better content to your target audience.
Determine a distribution strategy.
Content distribution is just as important as content creation. You can’t just write a story, throw it out there and hope everyone is going to see it. Think about your audience. If you’re a retail store, Instagram may be a good site for you. Twitter is probably good if you’re in media or entertainment. Facebook will reach the largest audience.
Distributing your content on social media will help you attract your target audience and begin interacting with them. Organic distribution is always better than paid distribution.
Develop a content calendar.
Your last step is to develop a content calendar, also called an editorial calendar. You know the “why” of creating content, now we explore the “how”. The content calendar should help you set a course to tell your story and expand on topics that are of importance to your target audience. A content calendar will keep your team on track. They will know what needs to be created so you’re consistently publishing meaningful content.
We know that you have a lot on your plate and you’re ready to create great strategic marketing content. We’d love to help you. Outlook Business Solutions is a marketing agency that provides marketing, strategy and customer care services to businesses. Our professionals can help develop goals, strategies and content for your marketing needs. Contact us to learn more about our marketing services.