Standing out in the ocean of information is a task that seems almost impossible. However, all you need to break through the white noise and be remembered by the client is to create a quality and thoughtful content strategy.
Many aspiring entrepreneurs do not pay due attention to planning their activities and because of this, they make many mistakes. As a rule, they start working without a clear plan and this leads to chaos and a lack of a system. Today we will talk about why it is so important to strategize.
What is a content strategy?
This is a set of rules and guidelines that determines which communication channels are most effective for engaging the target audience. In addition, it includes a detailed publication plan.
For example, on Instagram, it will consist of a post plan, stories, and reels. This is important so that the regularity of publications is observed and that you do not have to buy Instagram followers after every long pause.
Content strategy helps to define the tone of the brand and establish seamless communication with the client, so it is a key element in marketing.
Why is this needed?
A content strategy defines marketing goals and helps you achieve them more productively. It streamlines the work of your team: it sets clear and understandable tasks for creating and releasing content, defines goals and provides measurable metrics for performance analysis.
In addition, following a clear plan helps to understand what works and what does not work for a particular business: which communication channels bring more value, and which topics the target audience responds to more readily.
If we talk about Instagram, then thanks to planning, you can track the statistics of your account and individual posts in more detail and objectively. If you publish posts with long pauses and periodically disappear from the feed, you will only have to buy real Instagram followers every time after the statistics drop.
Benefits of a strong content strategy
Increases brand awareness
This is a very important advantage, especially for a business that has recently opened. Customers are reluctant to give money to companies they don't know anything about, so a good plan focuses on building brand awareness through regular posting on social media and other media outlets.
Drives traffic to the site
By understanding how to create a site with good content, you will noticeably increase the flow of visitors. One of the best ways is to create a blog and regularly fill it with interesting and useful articles. It is important to embed suitable keywords in articles, this will improve SEO and raise the blog to the top lines of search engines for relevant queries.
Turns potential customers into real ones
Increasing brand awareness and attracting traffic to the site logically leads to another cherished goal — converting potential customers into real buyers. Persuasive CTA (Call to Action) on the website pages and regular mailing lists with great offers will help with this.
Types of content marketing
Social media posts
Social networks provide almost limitless opportunities for brand promotion. Do not publish content on all popular social networks at once, it is not very effective and takes a huge amount of time. Instead, analyze which sites your target audience uses the most and focus on them.
Post regularly and track what type of content users respond best to, such as text, images, videos, or interactive formats like quizzes and polls.
With a blog, the business becomes even more useful to the client. For example, you can post walkthroughs, product information, and satisfied customer stories there. In addition, a popular and regularly updated blog increases the company's credibility in the market.
Educational and marketing videos help to establish a direct dialogue with the client. Use them to tell more about a product, introduce a team, highlight interesting cases, or support a marketing campaign. If the target audience responds well to the video, think about your own YouTube channel.
In recent years, podcasts have experienced a second wave of popularity. Take advantage of this to draw even more attention to your business. The topic of the podcast can be anything. The main thing is that it helps you establish yourself as an expert in relevant areas.
Guides and checklists
Like a blog, guides and checklists provide the client with useful information and increase the level of trust in the company. For example, an online skincare store might release short sun protection info, or write a detailed guide to the best creams, serums, and toners.
There is no place for modesty in business. Be sure to share success stories and talk about customers who have benefited from your products or services. Case studies can be published in various formats: in the form of articles, posts or video reviews.
Email marketing is a great opportunity to maintain regular contact with the target audience and send personalized offers.
How to create a content strategy
Set clear goals
Before creating it, it is important to understand why exactly you need it. So each post, video or article for the blog will perform a clear task, and not just serve as content for the site or social networks. To test the viability of a goal, ask five questions:
- Is the goal achievable?
- Is the goal significant?
- Is the goal specific?
- Is the goal measurable?
- Is the goal limited in time?
Whatever goals you set, make sure the plan you choose helps you achieve them. In the process of implementation, the goals set may change, and this is normal. For example, you can start by building brand awareness and then focus on acquiring new customers.
Define your audience
Knowing who you are working for is essential to growing your business. To understand this, ask yourself the following questions:
- Who can purchase my products and services?
- What are these people interested in?
- What content are they consuming?
- What is their pain (a problem that the business can solve)?
By answering these questions, make a portrait of the buyer. To do this, collect information about potential customers: their gender, age, place of work and habits. If you already have a working online store, check this and other information.
If not, use other methods: conduct surveys, issue discount cards for filling out questionnaires, and analyze customer profiles on social networks. Determining the target audience is a very important step, because sometimes the real audience does not match the one you imagined when creating the business.
If other companies' business ranks higher than yours in Google searches, analyze the keywords on their site and try to understand the traffic source. Use SimilarWeb to collect data and analyze the differences between your site and those of your competitors.
Put yourself in the client's shoes
Make a purchase on the website of other companies, leave contact information, contact technical support and write a review on social networks. This way you will understand what content they use in a given situation.
Identify strengths and weaknesses
Take advantage of the good ideas of competitors and do not repeat their mistakes. Perhaps a rival company produces amazing blog posts but barely uses social media. Knowing this, you can create a strategy that will leverage your Facebook and Instagram posts and help you stand out from similar brands.
Choose communication channels
Do not try to cover all communication channels at once, it will take up all your free time and quickly empty your marketing budget. Instead, focus on a couple of promising sites and gradually expand your presence if the strategy proves to be effective.
You can start with an Instagram account: this way you will have a platform for both serious materials and short posts, where you can quickly grow your audience. Keep budget and team resources in mind when choosing communication channels.
For example, creating videos takes a lot more time and money than writing posts or designing checklists. Start with simpler content that you can maintain production on a regular basis.
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First, look at bounce rates, average time spent on a page, and other Google Analytics metrics. They help determine how users interact with the content on the site. Also, check the main characteristics of users (gender, age, solvency, etc.) to understand how real customers match with the consumer portrait you created.
In addition, analyze social networks. Platforms like Facebook, YouTube, and Instagram offer their own built-in analytics tools to see engagement and reach levels. This way you can track whether the posts give positive dynamics, and adjust the strategy in case of unsatisfactory results.
Listen to customers
Customer opinion can help better than the most advanced metrics. Pay attention to how they interact with posts and articles, and carefully study reviews and comments. Often, customers are direct about what they want, and it's in the best interest of your business to listen to it.
We hope that this material was useful to you and that everyone learned something new for themselves. Try to implement our advice in your work and then you will see positive changes in the development of your business.