A well-defined content strategy is no longer an option — it is essential to the success of your business. According to a recent study, 90% of marketers include content in their strategies to connect with audiences, build brand identity and enhance online visibility. So for marketing leaders, especially those in startups and small-to-medium businesses, the need to stand out in a crowded market is more critical than ever. This blog post will guide you through the comprehensive process of building a content strategy that drives demand and engagement across channels. We will explore each step of the process, from defining your brand story and conducting a content audit to developing a content marketing plan and tracking content performance. Whether you’re looking to build brand awareness, generate more leads, or nurture your prospects or customers, this post will provide the insights and tools you need to create a strategy that works. But before we dive into the process, let’s take a step back and answer a fundamental question: What is content strategy? Content strategy involves the careful planning, creation, and management of all forms of content — whether written, visual, or otherwise — to achieve your business goals. It's not just about producing content; it's about making sure that every piece serves a clear purpose, reflects your brand's message, and directly addresses the needs of your target audience. A well-defined content strategy:
The New Engagement Model “Nobody cares about your product except you” - David Meerman Scott The power has shifted from seller to buyer. The buyer now controls the experience and engagement process. They seek solutions to their problems, not products or services. To engage effectively, focus on customer-centric content that addresses their needs and issues. Traditional marketing approaches focused on pushing products and services onto customers. However, with the rise of digital platforms, customers have more control over their purchasing decisions. They research, compare, and make informed choices based on the value they perceive. Therefore, businesses must adapt to this new engagement model by providing valuable, relevant, and timely content that solves customer problems and builds trust. Objectives of your content strategy:
The content strategy process , There are four critical steps to create a an effective content strategy. These steps include:
Each step is essential to ensure that your content resonates with your audience, aligns with your business goals, and drives meaningful engagement. Step 1: What's your story? Every company has a story to tell. Your story makes your business unique. It is a reflection of who you are, and what your company stands for. It expresses your personality and creates a unique experience for your customers. The content strategy process starts with defining your brand or company story. Building your story involves:
Step 2: What do you have and what do you need? Before we go any further, it is important to know where you are right now and what resources you currently have. We conduct a content audit to determine what content needs to be improved, repurposed and developed. A content audit reviews all content pieces, maps them into the buying stages and buyer personas, and plans for content development to fill the gaps. This involves:
Step 3: How will content drive demand and engagement? Once you have a content calendar that details what content will be created and published, the next step in the content strategy process is to develop your content marketing plan. The objective is to produce the right content (with the right message using the right content type and communicating to the right audience) that engages customers and prospects at every stage of the buying cycle, develops trust, and empowers them to move closer to a buying decision. The content marketing plan covers: Creating content at each stage of the buyer's journey Develop content based on the information prospects are looking for at every stage of their purchasing journey.
Transforming your website into an educational hub Build a content driven hub in your website that publishes unique and educational content to address the needs of your audience. Your website should become a go-to resource for valuable insights and solutions, positioning your brand as a thought leader and trusted authority in the industry. Continuously refining the plan based on data Data-driven marketing involves using analytics to track the performance of your content across various metrics, such as engagement rates, conversion rates, online behaviours, customer feedback, and other relevant data. By analysing this data, you can determine what content resonates most with your audience, what needs improvement and what should be discarded. Step 4: How will content be managed and measured? The final stage of the content strategy process is crucial for maintaining consistency and efficiency. This stage focuses on standardising the workflow for content creation, ensuring that every piece is produced and approved according to a well-defined process. It also involves establishing key metrics to track and measure the performance of your content. By setting clear metrics, you can continuously monitor how your content is performing, identify areas for improvement, and make data-driven decisions to enhance your overall strategy. Content workflow & governance Establish a standardised process that guides content from initial concept to final publication, obtaining all necessary approvals for both online and offline content. Then, clearly communicate this workflow to the content, marketing, and communications teams, as well as to senior management and other key stakeholders. To maintain efficiency and effectiveness, it’s essential to regularly gather feedback and make adjustments to the process as needed. The content workflow is meant not only to streamline the production process, but also make sure that the principals of the company are involved at every stage of the content development cycle.
Content performance tracking Integrating performance tracking allows you to measure the effectiveness of your content strategy. Establish key marketing metrics and use a combination of website analytics, social media analytics, marketing automation software, and other performance tracking tools to gather insights on how your content is performing across platforms and channels. Some of the metrics can include:
This data-driven approach enables you to make informed decisions, optimise your content strategy, and continually improve the quality and impact of your content. There you have it, the content strategy process. By following the steps outlined in this post — defining your brand story, conducting a content audit, crafting a content marketing plan, plus implementing a standard workflow and performance tracking — you can create a content strategy that not only engages your audience but also drives measurable results. Remember, content strategy is an ongoing process that requires regular refinement and adjustment to stay relevant and effective in an ever-changing market. To learn more about the content strategy process or if you need help developing your content strategy, please contact us today. We all know the importance of content. It communicates your message and develops your brand. It builds relationships and engages your target audience. Content also helps improve your search rankings for relevant keywords. In content marketing, it can encourage people to take the desired action or even move them closer to a purchasing decision.
Content can really be powerful. That is why a lot of businesses have started building their content assets – writing blogs, producing videos and ebooks, creating infographics, and building up their social media platforms. If you have been tasked with creating or updating your business’ content marketing strategy, it can be hard to know where to start. You may be of the opinion that content is content and it’s really not that important, but that way of thinking could not be further from the truth. Content will always play a crucial part in any marketing strategy, and maximising it to the best of your ability will ensure you constantly keep leads and conversions coming in.
If you are unsure of where to start the process, buyer personas are a good place. Some strategists may not think this step is needed, however without knowing who your target audience is you will never be able to narrow down and focus your content where it is needed. The harsh truth is that most people who visit your website won’t buy from you. And selling to visitors right off the bat would probably do more harm than good. You simply can’t force people to purchase your products or services, especially when they’re not ready to buy. As a marketer or business owner, it’s a reality you must accept. However, it’s also possible to convert some unwilling visitors into long-term customers through content marketing.
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