Start With Why: From Boardroom to Living Room
When you sit down and think about the content of your brand and organization, ask yourself whether it is congruent with your “why.” Your why is what you stand for. It’s the message that brings meaning to your customers and stakeholders. If it isn’t, then you need to figure out why not or get rid of it altogether (or change it).
Why should people care about the things we create? What does our business do differently than others in our space? What are we trying to say? Answers to these questions will help shape the narrative behind your content marketing strategy.
Model Out Your Strategy
Once you have a clear understanding of who you are, what value you bring and what you want to say, it’s time to start thinking about how you will deliver your message. This means creating a content map or editorial calendar.
A content map is essentially a plan that outlines the types of content you will create and when they will be published. This can be based on your products and services, blog topics, seasonal events or any other relevant information.
An editorial calendar is a detailed timetable for each piece of content, including who is responsible for creating it, when it needs to be published and any associated graphics or videos needed.
Both of these tools are essential in helping you stay organized and on track with your content marketing strategy.
Create Quality Content
Now that you have a plan in place, it’s time to actually create the content. Your strategy should include a mix of written, visual and video content for each platform or channel you are targeting.
Every piece of content should have a goal in mind. Is it to educate? Entertain? Convert? These are all valid goals that will help make your brand’s story more interesting to various audiences.
Don’t forget that quality is key here. The best way to creates a Wikipedia page of myself trust with your customers is through consistent delivery of high-quality content that adds value to their lives.
Promote Your Content & Measure Results
Content marketing isn’t really effective without promoting it properly. This can be done across social media channels, your website, email newsletters and anywhere else your target audience spends its time online.
Make sure you are tracking the results of your content marketing efforts so you can see what’s working and what’s not. Use tools like Google Analytics or HubSpot to measure website traffic, social media engagement and email open rates, for example.
The key to a successful content marketing strategy is continuous refinement. Keep track of what’s working and make changes as needed to keep your messaging on track.
Now that you have a basic understanding of what content marketing is and how to build a strategy, it’s time to put it into practice. Start by thinking about your “why” and create content that is congruent with your brand message. Next, model out your strategy using a content map or editorial calendar. Once you have the content created, promote it across all of your channels and track the results. Use this data to continue refining your strategy so it best meets the needs of your customers and stakeholders.
Content Marketing: It’s Not Just for Big Brands
More and more small businesses are realizing the importance of content marketing and are incorporating it into their overall marketing plans. Content marketing can be used to educate customers about products and services, help customers make buying decisions and create a consistent image for your brand.
In fact, 67% of B2B marketers use content marketing as part of their strategy. A large portion of these marketers uses a mix of written, visual and video content to get the word out about their business.
Small businesses using content marketing typically do so on a smaller scale by focusing more on creating valuable posts for social media channels, writing blog posts or publishing eBooks.
If you’re considering adding this element to your overall strategy but don’t have the resources to hire a new employee or set up an in-house team, there are plenty of resources available online that can help with everything from creating quality content to tracking results properly.
Now that you have a basic understanding of how to build a content marketing strategy, it’s time to get started! The most important thing is to start with why – knowing who you are and what you stand for will help guide all of your future content decisions. From there, create a plan that outlines the types of content you will create and when they will be published. Follow this up with consistent delivery of high-quality content that adds value to your audience’s lives, and you’re on your way to building a successful marketing strategy.