06 Oct How to Develop a Successful Content Marketing Strategy
Creating a marketing campaign that succeeds is important of course, but what happens if you have not mapped out a strategy or process for the campaign and therefore have no way of replicating it? Complete and cohesive marketing campaigns include many content related steps in order to make them work properly. These steps are usually completed simultaneously to ensure all the parts work together and the way the campaign is launched helps to maximize the efforts of the campaign and results in driving traffic to the website, which in turn ideally leads to more customers for the company. It is important to not only build a strategy that is able to be replicated, but also to have steps in print for members of the company’s team to be able to follow and analyze.
After a content marketing strategy has been implemented and the campaign has ended, with the strategy steps in print, it is easier for the team to sit, analyze the steps in conjunction with results and aim to improve upon the strategy the next time around.
Content marketing strategy may incorporate email, website, landing pages, social media, blogging, articles, videos, whitepapers and more, and without a strategy in print, it can become very confusing to understand and analyze. Following are a few steps to keep in mind in developing content marketing strategy that is cohesive and best leads your company to success:
Content – establish goals with regard to content, including tone of content and what the goal is for the content. For example, writing on a specific topic to reach a target customer. Also, think about the content you have, how it has performed, and how you can use the most rich content to create more content. Focus on what makes your business unique and build upon that.
Target audience – Define the demographics of your target audience as well as other key points regarding your target customer, such as lifestyle, values, shopping habits, etc. Understanding your target customer is vital in engaging them.
Content review – Carefully review your content and how it has been performing to determine if you have been capitalizing on the possibilities with it. This takes into account whether you are properly and sufficiently distributing your content.
Types of content – Discuss and analyze what type of content is most attractive to your audience and put the most focus on that, whether it is how-to articles, case studies, infographics, videos or other forms of content.
System to analyze – Select a system to analyze your content for more efficient evaluation.
Editorial calendar – Depending on the focus of your business, it may be best for you to put all of your content on an editorial calendar, so that all of the topics are mapped out in front of you and you don’t double up on some days with the same type of content, while neglecting to cover important topics on other days.
Developing a clear and successful content marketing strategy is not a simple task, nor is it a one-time thing that does not require revisiting and tweaking, but it is an extremely important step in ensuring campaigns (small or large) are successful.