An effective content marketing strategy is defined by the success of a content marketer.The elements that make up the content marketing composite picture are all the online materials like :
- Educational content
- Content for creating brand awareness,
- Informative write-ups,
- Videos and audios
- Social media posts
- Articles and blogs.
Creating an effective content marketing strategy is more about discipline and some processes that must be in place. For instance, though a strategy should ideally be always well documented, with a decided execution plan in mind, this practice is not always adhered to by all the content marketers. This is a flaw that needs to be rectified.
Nevertheless here are the 10 ways in which you can create an impactful content marketing strategy.
Understand The Demographics Of Your Audience:
Who are you writing and creating the content for? Your content strategy must have a clearly defined target audience. This would include the age group that the particular content is targeted at, the interests of the target audience, etc.
Once the target audience is defined and finalized, content creation becomes much easier. The language to be adopted becomes easier to visualize as does the visuals to be included.
Decide On What Your Content Is For:
Targeting a particular audience and defining it, primarily aims at producing content that serves a purpose. In the digital space, created and curated content must produce the results we want.
The purpose might be to
- Generate leads;
- Make a sale;
- Promote a business;
- Announce a launch; and
- Promotional offers
As long as the content achieves what it is intended for, the content marketing strategy will be considered a success.
Is Your Content Marketing Strategy In Terms Of KPI Measurable? :
While designing the strategy make sure that the success of the same is measurable. Many tools can help achieve this. One of the popular ways to do this is Google analytics.
Tracking the website and the content that is being looked at and browsed by the visitor is doable. This not only makes the visitor pattern tangible but also helps a marketer understand the success of the content put out on in the digital space for consumption.
The term used here is KPI (key performance Indicators) that helps measure the success of the content on any of the below parameters:
- Traffic generation and diversion;
- Revenue generation;
- Social media response; and
- Email marketing reception
Identify Content Gap:
The content that is created for a B2B provider is specific to a particular domain in which the provider operates. Here the content strategy must try and find out the gaps in terms of information or educational blogs and articles, or scope of promoting a particular aspect of the business.
This will help in creating unique and fresh content for the market in general and that domain in particular. Benefit of this will be more traffic on the website.
The upside of this will be the success of the content marketing strategy in:
- Generating leads;
- Reaching out to a decision making or influencing audience; and
- Creating a niche as a genuine information center.
Decide The Correct Channel For Your Content:
This follows off the point about knowing the audience. Once the target audience is identified, it will be comparatively easier to analyze which channels should be targeted by the content marketing team for the dissemination of the content. If the content can be leveraged on by professionals or if professionals are the target audience, a social media platform like LinkedIn would be the apt channel.
If it is about more youth-oriented about anything, Facebook and Instagram might be the correct channels to be targeted. Channel choice will always be decided by the target audience and content inclination.
Which Type Of Content Is Required? :
A content strategy must analyze the kind of content they want to market. Depending on the intent of the content, a marketer has to define the same in the content marketing strategy.
The kind of content that the content marketing team deals with are:
- Blog Posts
- Original Research
- Case Studies
- White Papers/Reports
- Long-Form Articles
- Quizzes and Polls
- Email Newsletters
Content marketing strategy is a plan to carry out plans for content in a systemic way. The best part of such a strategy is its measurability. A content marketing strategy can be simple and yet effective.