According to the latest research which was conducted by the Content Marketing Institute (CMI) as well as MarketingProfs, a whopping 63% of companies don’t have a content marketing strategy. It’s no wonder, then, that it is most likely that those organisations who DO have such a strategy will be more likely to have the impression that their efforts, with respect to content marketing, are effective.
Without a content marketing strategy, successes or failures are just a matter of luck. This means that you risk all your efforts going to waste if you leave everything to chance. That’s likely the reason why a similar percentage (to be specific, 64%) say that learning how to build a content marketing strategy is something that they most desperately need to learn.
Content marketing is a piece in the puzzle of a broader integrated digital marketing strategy. Performing this type of marketing well requires a strategy of its own which will guide you in shaping your content marketing strategy.
The field of content marketing is about so much more than merely creating, distributing as well as sharing content in order to, for example:
- Engage audiences,
- Generate leads, and
- Improve branding.
It requires a strategic approach and that’s what a content marketing strategy is all about. As we’ve mentioned previously, content marketing fits in a broader integrated marketing strategy. It necessitates a strategy of its own. However, just as all other strategies regarding specific marketing techniques (email marketing or social media marketing, for instance) such a strategy needs to be integrated in a broader strategy.
How to build a content marketing strategy
What is a ‘content marketing strategy’?
Your company’s content marketing strategy is your fundamental “why.” It answers the questions:
- Why you are creating content?
- Who are you helping?
- How will you help them in a way that no one else can?
Organisations typically make use of content marketing in order to grow their audiences and to attain at least one of these lucrative results:
- More income,
- Reduced costs, or
- Customers which are better for your business.
What is a content strategy?
A ‘content strategy’ looks deeper into, according to Kristina Halvorson, the formation, publication, and governance of valuable, practical content. Note that a content strategy often goes further than the scope of a content marketing strategy. This is because it helps businesses manage all of the content that they have on file.
What is a content plan?
A ‘content plan’ is extremely tactical. This type of plan documents the details of:
- How you will achieve your content marketing strategy, as well as
- Who, on your team, will be performing each task.
It’s vital to understand that you require a content marketing strategy a good deal before you build your content plan. Think of it as a digital marketing plan that particularly relates to content. This means that your content plan should include particulars such as:
- The fundamental topics you will cover,
- What type of content you will design and create,
- When as well as how to share your content, and
- Specific calls to action you will include.
Steps to developing a content marketing strategy
Below are the six steps that you need to go through during the process of developing a content marketing strategy:
- Define your goals
- Research your audience
- Focus on your specific area of specialisation
- Measure the results that you get from your content marketing efforts
- Listen to your customers
- Amplify your content
As you’ve read in this article, putting together a content marketing strategy, that will bring in leads to your business, isn’t rocket science. However, it can be quite tricky to implement. Assume that you will encounter roadblocks. Expect to go through lots of trial and error. Don’t worry this is normal! Once you have hit on a recipe for success, though, all you’ll need to do is rinse, dry and repeat so that you can see the kind of audience growth you’ve always dreamed of.
To learn more about the best way that you can become a content marketer who’s in hot demand, check out the Digital School of Marketing’s Digital Copywriting and Content Marketing Course! For more information, visit our website.
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