7 Steps to Documenting a Content Marketing Strategy that Workshttp://2.gravatar.com/avatar/?s=96&d=mm&r=g
7 Steps to Documenting a Content Marketing Strategy that Works
The importance of having a content marketing strategy is absolute and it boils down to the oft-abused cliché: failing to plan is planning to fail.
If you are reading this, you probably already know that but what you might not know is that most marketers, despite knowing the importance of fleshing and laying out a sound content strategy, still face an uphill task in actual strategy documentation.
It is a case of knowing the criticality of content strategy documentation but lacking requisite expertise on how to go about it.
The end-effect, usually, is a poorly laid down strategy that increases friction in the company’s functional cogs hence reducing results as well as income. In this light, here are 7 insightful steps on how you should go about documenting a content marketing strategy that works.
State the overarching goals by asking pertinent questions
Just like an actual journey, you must first determine a destination to obtain the best route of travel. Regarding content strategy documentation, this entails listing agency marketing goals to ascertain inter-departmental congruency with the intention of achieving the given blanket goals through prudent resource appropriation.
In short, stipulating goals will not only aid in shrewd content strategy documentation but also streamline and rally the various involved parties to seek attainment of the set targets.
Some of the questions you will have to answer are: –
Why content marketing?
Is content marketing the best way to achieve the set goals?
What level of priority should content marketing have in driving task accomplishment?
What are the expected results? Etc.
Zoom in on the target audience
The target audience should be the guiding light in all content formulation levels from development, curation, all the way to delivery. It is straightforward really; otherwise, your content will be all over the place without being effective in attracting reasonable traffic of the desired kind.
An ideal audience should be arrived at by taking advantage of demographic filters. Some insightful queries to ponder include: what kind of people make up the general target market? What age bracket is the best for what the agency offers? Which niches best gravitate towards the firm’s products? Etc. The main theme here is to identify and learn your audience as intimately as possible.
Create the perfect content mix
With a content compass actualized by knowing as much about your target audience as you possibly can, you can then develop an appropriate content mix that will seamlessly integrate with your sales funnel. You will know what type of content to create, how to curate it, and most importantly, how to deliver it.
The content mix could include buyer guides, webinars, email campaigns, educative blog posts, white papers, etc. The takeaway here is to determine the most effective media channels for reaching and impressing your target audience to drive conversions.
Outline content creation specifics
Content building requires a unique set of competencies, and thus, you should research and highlight the best processes to acquire precise content that adheres to all predeterminations.
Alongside the laid down processes, identify the resources needed. Depending on the capability of your marketing team, you may have to liaise with third parties to generate ideal material that will concretize your content plan and enable implementation.
Build a content schedule
Appealing to audiences via content calls for consistency to make priming a reality. Without consistency, all previous efforts might be in vain since target persons will not get to the bottom of your funnel. To realize this, a content schedule, well spread throughout the year or the duration of the project, becomes necessary.
The schedule should have markers in form of mini goals that add up to the overall target. Content delivery days should be based on research informing on how often you should publish to prime your audience as desired. It could be weekly, bi-weekly, monthly, etc.
Determine content delivery channels
Next, you have to figure out which is the best way to land eyeballs onto your content. It could be paid social updates, PPC, SEO, developing an email list, among many other ways. Often, it is a combination of several methods geared towards boosting efficacy.
The primary consideration is the main content arena frequented by your target audience. More so, the channel of delivery will significantly determine content curation. Content to be delivered via email will be fundamentally different from content to be posted on social media, for instance.
Describe methodical evaluation and monitoring
Lastly, you have to lay down the metrics of analysis that will inform on how your content strategy is performing. Performance assessment and monitoring, with the set goals as benchmarks, offers the only way to identify problem spots and the degree of adherence of the entire undertaking to the optimal trajectory.
It is all about knowing how you will measure success continually to know when things are going wrong so as to effect tweaks that will maximize efficacy. Otherwise, the results may underwhelm with you being none the wiser.
The content process is a tough nut to crack, but the fruit thereof is sweet. It takes time to learn audience nuances, perfect your approach, and tweak delivery in a cost-effective manner, but once you hit the sweet spot, you will be thankful you put in the effort.