Crafting A Strong Content Strategy

1
(No Transcript)
2
Unlike other Internet clickbait trends and
marketing fads value-added content creation never
goes out of style. The other thing about content
is that consistency is of utmost importance. Even
if you stop putting out quality content after a
couple of months of great articles, any traffic
gains you enjoyed will most likely fizzle out
before the end of that month. Today, its not
just enough to create a few pieces of unique
content in order to stand out among literally
thousands of content creators. Crafting a strong
content strategy in todays world means you need
to offer value that is not currently being
delivered by our competitors. Everything from
your brand values to your target audience
behaviour needs to be taken into consideration.
3
Everything from your brand values to your target
audience behaviour needs to be taken into
consideration. Most often, when marketing efforts
fail to deliver consistent results it is because
you have not carefully crafted a content strategy
that leads the user on a positive journey of
discovery. The lack of an effective content
strategy is the most common barrier to the
success of your brand marketing.
4
Start with simple, focused goals
The first step towards a strong content strategy
is to ask yourself why you are publishing content
in the first place. Are you are you seeking more
traffic? Engagement? Sign-ups and conversions?
When you are clear on the purpose of your content
creation exercise, you will be in a better
position to craft a well-rounded content strategy
that drives results. Defining the rationale
behind your content strategy will also help you
align your brand message with your content -
making your published work more engaging and
relevant. Relevant niche content helps you
distinguish your brand over the world wide web
that is slowly getting over-saturated with
generic content an over-saturated industry.
5
Identify your target audience
Crafting relevant content is like finding a
needle in a haystack if you have no idea who you
are pitching your ideas to! Market research isn't
just for marketing agencies and startups - any
business can benefit from a deeper understanding
of their target audience that results from
thorough market research. If you are part of an
established business, take a look at your past
engagement metrics to give you an idea of what
your audience is interested in. This will help
you identify target audience behaviours that
drive interaction with your brand.
6
The next step is to fill out detailed profiles of
different kinds of audience personas. Once you
figure out what your target audience looks like,
you can personalize your content and make it more
engaging for every target segment.
7
Bonus tip Use
your audience profiles to help you determine the
best channels for sharing content.
8
Platform-specific themed content
Remember those bedtime stories that you heard
from your grandmother when you were little?
Remember a story you read somewhere that touched
your heart? Ask yourself this
An impactful way to engage your audience is to
use a cohesive, themed content. Instead of
writing a hundred standalone articles (though
there is nothing wrong with that) you will get
better engagement if you write a bunch of 3-10
article series. The deeper you explore themed
content, the more knowledgeable your followers
and audience will think you are. That said, pay
close attention to the platform you are posting
to - if you are going to be publishing on a
social platform, you will want to think about
where your content will appear and tailor your
writing to the platform rules and the type of
audience that hangs out on that platform. Shorter
content for quick-consumption platforms like
Twitter, and leave long-form content for your
blog page
What really made those stories so remarkable?
Which parts really tapped into your personal
emotions? What made the story so relevant and
relatable?
9
Diversify your content
The key user to engagement in 2018 is to
consistently publish quality content. The thing
with consistency though, is that if you are
writing the same things over and over, readers
are going to get bored (even if you put out
quality content. Once in a while, switch things
up to break the monotony. For example, if you
are always writing how-to articles, switch things
up by interviewing an expert in your field. If
you want to learn more about switching up your
content, check out this video by Youtube creator
Roberto Blake. Specifically, he talks about three
types of content you can switch between in order
to keep your content strategy varied and your
content interesting
10
Hub content
Remember those bedtime stories that you heard
from your grandmother when you were little?
Remember a story you read somewhere that touched
your heart? Ask yourself this
Search-friendly content, tutorials, how-to
articles
Help content
Share-friendly content, personal stories, content
that sparks an emotional response
What really made those stories so remarkable?
Which parts really tapped into your personal
emotions? What made the story so relevant and
relatable?
Hero content
Purpose-driven content, newsworthy articles,
serves a bigger purpose outside the publishing
platform. Diversifying your content in this
manner can help you reach out to and capture a
broader audience base and keep your brand dynamic!
11
Staying Organized
As your content creation progresses, your content
bank can grow to mammoth proportions. Have a
system in place to manage your content creation
publishing from start to finish. Posting
content may only take a few minutes but there is
a lot of work that goes into managing a content
channel before and after that. No matter how good
your content is, sporadic, haphazard publishing
will probably not do you any good.
12
Remember those bedtime stories that you heard
from your grandmother when you were little?
Remember a story you read somewhere that touched
your heart? Ask yourself this
Here are a few tips from our team to help you
streamline and manage your content creation
process better
Use editorial calendars because these make it
easier focus your thinking and create deeper
content. Keep things simple. Having ten
downloadables and five videos for a single post
is inefficient, exhausting and unnecessary -
especially if you are a one-man army. If you are
fortunate enough to have a team, assign clearly
defined roles to each member of the team to
ensure efficient collaboration.
What really made those stories so remarkable?
Which parts really tapped into your personal
emotions? What made the story so relevant and
relatable?
13
Your team must have an editorial lead who guides
your content strategy. This person will manage
the editorial process, writers, editors as well
as content project deadlines. Train your
content writers well. When creators have proper
directions, they will be better equipped to hand
in quality content to your specifications.
What really made those stories so remarkable?
Which parts really tapped into your personal
emotions? What made the story so relevant and
relatable?
14
(No Transcript)