5 Tips to Improve Your Content Strategy
Successful digital marketing strategies require a variety of factors.
To run a comprehensive campaign, you need to consider how to approach it, such as email marketing, paid search advertising, social media posting, and reputation management.
All of this is important, but there are some that take precedence over anything else.
Posting new, insightful content on a regular basis is a proven way to raise brand awareness, build trust, attract your audience, and take action.
However, not all content is fine. And to do that, we need a strategy.
Content strategies, also known as content plans, are a collection of tactics for creating, implementing, and managing marketing information, materials, and accessories. You can think of it as a marketing battle plan.
And, as with any good plan, you need to be detailed and comprehensive about what kind of content you post, when and where you post it, and who is responsible for each element.
Here are five points to take your content strategy to the next level.
1. Think like a publisher
You know your brand. That’s good, but there are some issues.
One is that they are so familiar that they tend to take some knowledge for granted and often go unnoticed by themselves. Unfortunately, this can easily lead to viewer frustration.
The easiest way to get rid of it is to think like a publisher. In other words, identify what your viewers are looking for and look for the corresponding content. Here are some tips for doing so.
Create a content team. Your organization already has a lot of expertise. Let’s take advantage of it. You can add a variety of professionals to your team, including marketers, product personnel, public relations personnel, customer support personnel, and IT personnel.
Clarify roles and responsibilities. Everyone on the editorial team needs to play a specific role in strategy development and content delivery. See what is required of you at each step of the content creation and management process.
Build a workflow. Clarify the process flow so that all content is approved by the correct route. This may include brand professionals, management, legal teams, and more.
Collect feedback. Many companies downplay social listening, which is a mistake. This is a mistake. You need to actively participate in conversations where customers are talking about your brand. It’s also a good idea to track trending topics that give your brand an opportunity.
Unify digital efforts. General marketing and paid media need to work to reinforce each other. Work with your Paid Media team to identify where to ensure message consistency and amplify effectiveness.
Invest in the right CMS technology. With a high-quality content management system (CMS), you can take advantage of the latest technology. Platforms such as WordPress, Shopify, and Squarespace greatly simplify workflows and help you manage the entire process from concept planning to publishing. With the right CMS, you can manage your content on any channel without writing a single line of code.
2. Make sure everything fits in the sales funnel
Conversion is the name of the game. Often this means sales, but it also includes marketing-specific goals such as clicks and newsletter registration.
There are many things in content marketing that aren’t enough to share office viral videos, blog posts about the current state of the industry, or link to the infographics you create.
That’s true, but it’s also about telling a story. You need an emotional hook to help change your target’s behavior, thoughts, and emotions towards your brand. And search is just one part of it.
All online and offline marketing needs to follow the brand story and address the steps of the sales funnel.
So social posts, photos, new blogs, press releases, everything is important. And all the content needs to work together to move the target further along the sales journey.
And to be successful, you need to have a solid strategy before you start.
3. Improvement and documentation of the editing process
Whether you create all your content yourself, as a team, or outsource it to a freelancer, it’s important that all your content goes through the same editing process.
The first step in doing so is to evaluate the process. Is all content checked by multiple people for mistakes and typographical errors? It is difficult for writers to discover their mistakes.
Sophisticate your process and document it in detail step by step. You should never know at what stage of content creation, what to do at that stage, and what to do next.
Always be aware of your brand. When deciding on content, don’t ignore the fonts, images, and tones that your viewers expect.
Switching to a professional tone in one piece and a casual and friendly tone in the next can confuse viewers.
In addition, you need to make sure that all content is in line with your scenario. Make sure that all content creators are familiar with the following:
Positioning-The brand scenario must include the pillars on which your content will be built.
Your Values-What are the key issues for your brand? (Civil rights, ecology, etc.).
Awareness-What does the media say about your brand? What about the community?
Audience Concerns-What are your customers talking about when they’re not interacting with your brand?
Past Performance-What kind of content has traditionally been effective? What is not?
Search Behavior-What is the target searching for? What kind of phrase are you using?
Customer Support-What are the customer support issues that customers repeatedly ask?
Being able to identify your brand’s story makes it easier to build effective content strategies and change customer behavior.
Remember to invest in proper training for your team for this new process.
4. Review, refresh, replace
Nothing will last forever, but if you can create long-lived content, you’ll be able to generate traffic, clicks, and interactions for months or years. On the other hand, some content burns out in a short period of time.
It’s up to you to figure out what has been removed, what has been replaced, and what needs to be refreshed a bit.
Review your existing content to see what’s still appropriate and what needs to be removed. If you use statistics or link to other content, be sure to validate them regularly.
Some content, called evergreen content, remains relevant for a very long time. Evergreen content is much less maintenance-intensive than trending topics.
How do you know what videos, blog posts, and how-to guides will stay relevant? Of course, it’s research.
Examine existing traffic, analyze conflicts, and check industry resources.
What kind of topic will appear over and over again, even though it’s been a while since it was published? Use keyword research tools to find words and phrases that have a high search volume over a long period of time.
Avoid the rush of news, trends and tech altogether (the article about the PlayStation 5 may be talked about now, but it won’t generate much traffic when the PlayStation 6 goes on sale) or the expiration date Let’s understand that it will be shorter and create it.
The most important thing is to make sure it is useful. If you had a blog post that showed you step-by-step how to ride a unicycle, anyone looking for information on getting started with a unicycle will find it 10 years from now as it is today (unicycle technology). Unless there is a big change, but …). Many educational content can remain relevant for a long time.
And once you’ve posted the good parts of Evergreen content, keep promoting it. It still produces clicks as long as it is still relevant.
5. Utilize the network
Your content strategy should include not only your domain, but other domains as well.
Guest blogging is a great way to raise brand awareness, generate backlinks, and improve both traffic and SEO rankings.
In addition, if your guest post is a site that your viewers trust, your eyes will automatically see your authority and credibility.
Use your contacts to find opportunities to cross-promote your brand. Get in touch with industry sites and influencers and build mutually beneficial relationships.
You can leverage platforms such as social media to enhance this and include it in your content strategy.
Share your content and blog posts, as well as the content of others in the same area. You may not want to link to your direct competitors, but anyone around you can do it.
Be sure to tag the person mentioned in the publication, author, or article.
Are there popular events, conferences and trade shows in your industry? This is a great place to increase your exposure and promote your content.
Set up a booth, give a speech, and have someone in charge of handing out business cards and materials. Not only does it increase exposure, it also provides an opportunity to link back to digital content (generate traffic).
Also, when it comes to digital content, be sure to include other sources of link value that are relevant to your content. By doing so, you can open the door to the reciprocal link.
It would be even better if we could get unique citations directly from the experts.
Good content starts with a good strategy
It takes a bit of work to develop a good content strategy. It’s not something you can write down on a piece of paper in 15 minutes, and it requires some research.
In general, the more work you do in advance, the easier it will be to create and run content.
Think of your targets and what they want. How can you provide them with the most valuable and at the same time maximize your exposure?
Make sure your strategy is built around unique content that can be leveraged cross-platform to leverage social media, improve SEO rankings, and build relationships.