You have a business plan. You know what you want to accomplish and you have the means to do so. However, you aren’t sure how to get your objectives and goals into a real plan of action. You need someone to help you with content strategy. Someone who can take your projects, put them into content and distribute that content appropriately. The Rein team can help design a content strategy to match your business needs. But first, you need to gain a brief understanding of the concept and best measures for implementing it.
Designing the Strategy
Your content strategy will be a valuable tool in your business life. It will help you find and target clients and keep them satisfied with your business. This is not a new concept, over 70% of marketers use content marketing consistently; it is part of their strategy to maintain and grow clients. There are design content strategy tips and steps used by marketers that can help get you started.
- Identify the audience: You may find that you have different audiences for different content; this could be age groups, business sectors, income levels, and other factors depending on your business and the type of customers. Providing additional content for your various audiences shows you are interested in engaging all clients, not just those that meet specific criteria.
- Identify your subject: Your content should be designed to address one or more problems or topics your clients have identified. Your content needs to be geared toward both the new customer or the seasoned customer; your content should help both answer questions about your products or services.
- Identify yourself: You should use your content to identify yourself and your business as the best in your business area. Use this content to set yourself apart from the rest of the crowd.
- Content type: Are you sending emails? Posting blogs or videos? Using the topics you selected for your target audience and your budget for the content strategy to decide the best mode of getting the information out.
- Channeling: This is where you place your content. It can be social media sites like Twitter and Facebook or websites and blogs you own. Your channel selections are essential. All the strategizing in the world is useless if you place your information on a site with no traffic.
- Who’s in charge? Once you have all the pieces to the puzzle in place, you need to identify who will manage it. You can’t put it out on the Internet and forget about it. It needs someone to monitor when it goes live, when it needs to be updated, who is writing and publishing, and all the little details that can easily get lost along the way.
These are some basic tips to help you identify how to get started. You will get more in-depth when you start putting your plan into action with the help of a team of professionals.
Create Your Strategy
When your marketing agency or professional team is ready to create your strategy, you can help them by being prepared with the information they will need. You don’t have to do this without help. Over 75% of companies have one or more specialists assisting with their content marketing.
- Goals: Why do you want a content strategy? What goals are you trying to accomplish? These are the first questions to answer to know how to design your plan.
- Target: Clearly define the market you want to reach. If you already have a target market, do you want to enlarge it? Market research is a valuable tool in identifying your audience.
- Content Auditing: Do you want to start small, perhaps with blogs or are you already sending out blogs. Perform a content audit. How well is your content performing? Is it generating traffic, or is it time to try something new?
- CMS: Plan for a content management system; even if you are using a strategy specialist, you should have a system in place where you can store, manage, and monitor content. It would help if you tracked what is used, how well it performed, and other analytics.
- Idea time: Now comes the fun part; it’s time to brainstorm new ideas for content. In addition to the marketing specialists, there are web tools that will generate ideas. Blogabout is an idea generator that provides headlines with blanks for you to fill in and then creates blog headlines for you to complete. You can also use a website grader to find out what areas of your website need improvement.
- Create and publish: You have your ideas for content, and now you need to create and publish. This is where your marketing team or agency will be helpful. You don’t have to spend your valuable time or your staff’s time creating blogs, videos, or other forms of content and then trying to determine the best place to publish. You can leave that to the team.
- Evergreen or timely: As you work on your content and publishing, keep in mind that you will have some content that is evergreen, always pertinent, and other content that is only currently relevant. You will also need to consider content concerning local holidays and events.
- Analyze: Your content strategy will be monitored by either yourself or the agency you choose for help. Analyzing the data from your traffic will help you decide if you want to change directions with your strategy or not. It will also help you decide if the content you published engaged the right audience.
In addition to these steps, you can use a marketing template to help you with your goals. The template information will be useful when meeting with marketing specialists or setting up your strategy in-house.
As a business owner, you have goals and objectives, but you may not know how to meet those goals using content that is relative to your market and your audience. Designing a content strategy will help you reach those goals. If you are uncomfortable with the process, the specialized team at Rein is available.