How To Create A Content Strategy From Scratch?
According to a recent research from Content Marketing Institute(CMI), 63% of businesses don’t have a proper content strategy for their website. If the company does have a strategy, they may think their content marketing strategies are right.
A company without a strategy, may be successful or may fail, it is all a matter of luck. This is the reason why 64% say why learning how to build a content strategy is the greatest educational needs.
If you’re still in that dilemma of creating a content strategy for your company, then BrandsNeed is here to help you grow your traffic and boost your conversions.
Now let’s walk through the simple steps of developing and executing a content marketing plan for your business:
Set Your Goals, Mission & KPI
A great content is usually created with some purpose. It is quite important to figure out the purpose of creating content. After you are clear with your goals, the next step is to determine if a content strategy is the best way to achieve them. Different segments require different types of content. Hence, it is quite necessary to decide which content is important to attract a specific category of people.
It is also necessary to set Key Performance Indicators(KPI). These KPIs will help to achieve goals by providing milestones you can check off. They also help to achieve the goals in terms of revenue, sales, traffic, SEO, traffic and different aspects of digital marketing like email marketing and social media metrics.
Know Your Audience
When you know who your audience is, only then your content strategy will be effective. It will also be easy to obtain valuable information by analysing what type of site your target audience are interested in. Whenever some content interests the audience, it is obvious that they will share on their social media platforms. Hence, driving much greater traffic and engagement.
Google Analytics is one such tool that helps you determine which content helps you produce the best results. It will help you find the best results sort by factors like Average Time on Page, Bounce Rate, and Pageviews. Always create content for your target audience rather than a content for you to read. Eventually, the goal is to increase Average Time on Page, decrease Bounce Rate, and increase Pageviews.
Evaluate Your Current Position
There are businesses that already have content. This content can be your blog, social media content, podcasts, videos and so on. Now is the time to figure out if this content is helping you meet your goals. To accomplish you will require to carry out content audit.
Content audit requires logging all pieces of content, assessing their usefulness, identifying the gaps, also comparing the content with the competitors and finally creating an appropriate fit for the content in the market.
Listen To Your Customers
It is very important to make your customers realize that they’re being heard on social media, so that you can ask them for feedback and suggestions. Reaching your customers and responding to their feedback will gather you valuable data, and also shows them that their opinion matters.
Develop a Distribution Strategy
Content distribution requires a lot of planning and foresight similar to content creation. Distributing content on social media will help you attract a huge range of audience wherein you can start interacting with them. It is always preferable to start with organic distribution in the beginning rather than paid distribution. Also, it is necessary to monitor the number of clicks that you get on your stories. This will help you decide the number of posts a day.
Create a content calendar
Creating a content calendar will bridge the gap between strategy and creation. It is always preferable to schedule the foundation content over the first two or three months in a calendar. This will help the entire team to access the data.
Initially it will be the best to incorporate all the research on topics, formats, keywords, etc. Basically, the first goal is to capture attention and build loyalty and populate the calendar with core pieces of content.
Amplify Your Content
Having a sound content strategy and targeted content creation will make up only the first part of the equation. The final stage will be an amplification of the content. To amplify your content, figure out the places your audience visits frequently, and then publish on those channels to reach them.
It is very important to think strategically, in order to identify all the resources available to you. Hence, harness the power of employees, customers, and influencers to really amplify your content.
It is this phase wherein you assess the success of your content marketing strategy. This assessment will require you to return to those KPIs set in the initial stage of content strategy plan. This will help you analyse the changes and examine if you’re hitting the targets.
Eventually, content marketing isn’t rocket science, but it can be quite challenging to implement. Monitoring your progress, will allow you to tweak your content marketing strategy at regular intervals. Once you are perfect with the recipe, all you have to do is rinse and repeat the process to see the kind of audience growth you aim to have.