What is a Content Strategy?
Getting your content in the right place, at the right time, for the right people to see it requires tactics, and that’s exactly what your strategy should include.
You might have already nailed your tone of voice, which will make content creation easier, but portraying what you’re about and how you refer to what you do briefly within your brand guidelines is VERY different to knowing how to communicate with your audience.
A good strategy will set you apart from the competition and news flash, is also such a cost-effective way to create leads. Content Marketing costs on average 62% less than traditional marketing techniques and still generates around 3 times more leads, a no brainer, right?
In short, a content strategy encompasses the development, planning, creation, delivery and management of content. How you choose to lay it out or store that information is entirely up to you. Some simple Googling will give you downloadable templates to start off with, but it won’t take long for you to realise what information yours needs to hold and to build your own template.
‘What is content though?’ I hear you cry. Well, in truth it can be anything from blogs, videos, and social posts to influencer collaborations and ads and that’s just scraping the surface of the mediums on offer. You can choose to feature one or all of those in your strategy as long as you keep in mind the desired result, which is to ensure your customers, or website visitors, know you, like you, and purchase from you.
As you’ll have noticed in the previous paragraph the list of what constitutes the title of ‘content’ is longer than the queue at McDonalds on a Sunday morning, so it’s key that you’re choosy about which channels make sense for your business so that time spent creating it is productive.
Begin by doing a stocktake, or audit, of what already exists, it’s a great starting point to know what works and what doesn’t. Involve teams across your business; salespeople, product development staff and account managers. They all have expertise to offer and know what concerns, queries and interests’ customers may have at different stages of their journey, which is a great way to start building relevant content.
If and when you’re feeling brave it can be really useful to categorise your content strategy by which ‘personas’ of your audience will find each item helpful or entertaining, and at what stage of the marketing funnel will they need that information to ensure they convert.
I appreciate a content strategy may just sound like another fad that is going to take months to create and as long to implement, for potentially no pay off. Trust me though you WILL get pay off which may materialise in the form of more purchases, website visitors, articles shared or videos watched…etc. Don’t believe me? There’s proof! According to the CMI 61% of customers made a purchase after reading recommendations via a blog they trust. So, it might be worth adding influencer marketing to your ever-growing list of content strategy considerations.
You see, creative, relevant and informative content really can lead to great things in business.