Most marketing campaigns don’t stick or fail because people don’t plan their content or don’t consider it. The current state of content marketing is viral and quickly forgotten; as a marketer, you want to create something that’s valuable and lasts more than a few days. You want people to come back months and even years later because the content still applies to their current situation and can still solve a problem. Content Marketing is a “strategic marketing approach, focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience- and, ultimately, to drive profitable customer action.” Content marketing can help you build a brand or business while growing and proving expertise in your chosen field. To be successful at content marketing, know what you are doing and why you are doing it, and a marketing strategy can help you achieve this.
What is Content Marketing Strategy?
Content marketing strategy is “the thought and research put into establishing a content marketing campaign.” Marketers have a limited budget, and superiors expect to see results. This is why it is essential to plan to focus your resources, monitor your campaign, and tweak it when something is not working.
An Effective Content Marketing Strategy in 6 Easy Steps
Step 1: Content Auditing
If this is not the first content marketing campaign for your business, good news, you have information in your database that you can learn from and improve in this campaign. Use this data to analyze and understand the state of your content. Planning involves looking at your past wins and failures. What did you learn from past campaigns? What worked or did not work? You can take that information and use what you learn from it to plan this campaign.
Step 2: Define your goal.
The goal is the “reason” for your campaign. Do you want new leads? Traffic to your website? New customers? Subscribers? Retargeting or remarketing? You can’t plan without a goal, so this is a crucial step to your strategic plan.
Step 3: Target Audience
Your goal can help you identify your target audience. For your campaign to work, you will need to know your audience, produce content that will resonate, capture attention, and make them click that call to action. Are you targeting 75-year-old business owners to buy your product? Well, they might need a little more convincing. A simple 10 second TikTok video telling them how to use something without explaining the benefits may not work. However, if you are targeting a 15-year-old, this type of content may work for them. You can create a customer persona to help you narrow down your audience.
Step 4: Content Channels
Knowing your target audience will help you determine their hangout spots. Some consumers prefer reading blogs, some like different social media apps, and some may respond to emails instead. Choosing the right channels for your content is an essential task because a 75-year-old grandpa will not be on TikTok. I mean, you will find a few, but it is uncommon and a waste of your marketing resources. If you want to publish your content on different channels, remember that you cannot use the same content. People will respond differently on each channel, and the content may not look the same, so you might have to tweak it but keep a consistent message.
Step 5: Begin to plan your content.
Now that you identified the channels to share content, you can begin your content planning process. “Develop your content core– the topics that are most closely related to your product.” Your content should be of value to the viewer; it could be solving a problem entertaining or educating them.
Step 6: Results Measurements
How will you measure your KPI’s? Your goals should include measurable KPI’s “Key Performance Indicators.” Throughout the campaign, you will monitor and tweak the KPI’s if needed. I would recommend checking on the campaign at least twice a week to ensure that it runs smoothly; if not, don’t be afraid to tweak it.
Remember that the content that you produce should tell a story, and the message should be consistent. It should be clear and align with your goals. Don’t make everyone your audience; this makes it harder for you to craft the right content, and the campaign will most likely fail. Remember to do as much research as you can before your campaign launch. In addition to auditing your previous campaign, you may want to look at your competitor’s previous and current campaigns. Lastly, content marketing can increase sales and build relationships with consumers, which will turn them into loyal customers.