Did you know that 23% of companies don’t have a content marketing strategy?
Having a content marketing strategy is essential for your brand to succeed with your content marketing because it gives you a plan to refer back to keep your content consistent and on track. Without a content marketing strategy, you’ll likely end up with random material that doesn’t get you the results you deserve.
In this article, we’ll give you a step-by-step guide to show you how to develop a content marketing strategy to reach the right audience and ultimately bring in more leads.
Step 1) Position Your Brand
Before you do anything else, you need to determine where to position your brand to be able to produce consistent material for your potential and existing customers. Establish what exactly you want to achieve with your content marketing.
Having a clear mission helps you focus your content and stay on track. Here are some questions you can ask yourself to help you brainstorm your brand positioning:
Who are my existing and potential customers?
What kind of technology or service are they looking for?
Who are my competitors?
How are my competitors marketing their brands?
What is my brand’s USP?
What problems does my product/service solve?
What are my brand’s values?
Once you have an idea of your answers to these questions, you have the foundation to move on to the next step.
Step 2) Set Your Goals
Next, it’s time to set out your key performance indicators or KPIs. Your KPIs should include what you plan to achieve in terms of site traffic, SEO, and revenue, as well as email marketing and social media metrics.
KPIs help you know when you have achieved your goals by providing milestones you can check off. Perhaps you want to hit a specific sales target, increase site traffic, or get a certain number of new email subscribers. Whatever your goals are, make them specific and measurable.
Step 3) Define Your Audience
The next step to creating your content marketing strategy is determining who your audience is. Create a customer persona for each sector you’re targeting, and the relationship they have to your company. Your prospects/customers typically fall into four categories:
Audience - are interested in your topic
Followers - are interested in your brand
Buyers - buy your products or services
Advocates - recommend your brand to others
It is essential to create content that will engage your potential customers at the Audience stage to turn them into Followers. Write about topics that resonate with them and demonstrate your ability to solve their problems. Once you have their interest, you can build upon that through content that showcases your expertise and support as they make a decision.
When you understand your audience’s pain points and the solution they need, you can create compelling content that can transform them into brand advocates.
Step 4) Create a Content Plan
Just as you need to know what your goals are and who you want to reach, you need a plan for your content. It’s essential to include a content plan in your content marketing strategy to stay consistent and continually drive traffic to your site.
Find relevant topics
Cover topics that resonate with your audiences at every stage of the sales funnel, and after they’ve become a customer. Include a mix of trending topics, evergreen content to get traffic in the short and long term. Also include content that showcases explicitly your brand’s ability to solve issues your audiences face, like case studies.
Create a content calendar
Content calendars make sure your content marketing stays on track by clearly outlining what topics to cover at what time. Factor in any new products or software updates you’re releasing and any upcoming events, and plan in content that help you promote them. Do not skip this step.
Include a content distribution plan
One step that many companies miss is creating a plan for distributing their content after publishing it. Where will you share your content?
Choose 2-3 social media platforms where your audience is most active and include your content distribution plan in your content marketing strategy. Promoting your content is half the job in getting your new posts in front of your audiences.
Step 5) Audit Your Content Performance
Analysing your content performance is the best way to understand what topics generate more traffic and leads so that you can tweak your content marketing strategy accordingly.
Return to your KPIs that you set at the start of the content marketing strategy planning, and see whether you’re hitting your targets. Use Google Analytics to look into metrics like unique visitors, audience engagement (likes, shares, mentions of your content). You’ll also want to look into how much organic traffic and backlinks your site is getting, as well as conversion rate.
Knowing what your audience likes and dislikes makes it easier for you to come up with new content that entices them.
Build a Content Marketing Strategy with Copy House
Do you need help to create a content marketing strategy that will increase your marketing ROI?
Here at Copy House, it’s our mission to make sure you get the most out of your content marketing. Over the years, we’ve successfully helped our clients create content that inspires their target audiences to boost their blog traffic and sales revenue.
Get in touch to find out more about what we can do for you.