In an earlier blog post we explored the topic of content marketing – what it is and why is it important. In this blog post we give a step-by-step guide to developing a content marketing strategy.
Step 1: Audit
Who is the target audience for your content marketing strategy?
Define who you are trying to reach as this will help you determine what type of content they might be interested in receiving and in what format.
What are your content marketing objectives?
Be clear about what you hope to achieve from your content marketing strategy – maybe you want your customers to perceive your company to be a leader in the field so your content needs to focus on positioning yourselves at the forefront of the industry, as ‘thought leaders’.
What content do you already have?
Review your existing content (e.g. videos, white papers, survey data etc) and identify whether it can be rehashed and reused.
Step 2: Plan
Tone of voice
Decide what ‘tone of voice’ your content will take e.g. authoritative or chatty. This will depend on your target audience, your objectives, your brand and must be consistent.
Plan your content in an editorial calendar. List out all the topics you plan to cover and the format of each (e.g.video, blog, white paper, buying guide) and diarise when you will publish your content. Taking the time to plan your content in advance will not only make your content more effective it but will also make things a lot easier to manage!
Step 3: Execute
Share your content
Make use of the social media platforms to share your content amongst your target audience. Also ensure that your audience can easily share your content by having social sharing buttons on key pages of your blog and website.
Step 4: Measure
It is important to measure the impact of your content marketing to determine its success and to make reasonable adjustments to make it more effective.
Use Google Analytics to see how many people are visiting your website, what the traffic sources are, how long is spent on pages etc. Other useful measures are the number of Facebook likes, retweets, LinkedIn likes, new Twitter followers, links back, @mentions etc.
It can be difficult to directly measure the impact of content marketing on lead generation and conversion. However, comparing data (e.g. number of leads, quality of leads, length of sales cycle etc) from before implementation of your content marketing strategy with that post-implementation can be a good indicator of success.
With Google placing more and more emphasis on the quality of content to determine where it ranks websites in search it is vital for businesses to have a clear content marketing strategy that they are implementing well. If you would like any help with your content marketing strategy, please get in touch with us today.