We’ve all heard people say that Content is King… probably more times than we’d care to count. While this may be true, content alone isn’t enough to bring you success. We might as well be doing nothing when we create content without a purpose, direction, or goals. That’s why developing a content strategy for your online enterprise is crucial. Simply put, content strategy refers to the research, planning, and thought that goes into managing effective marketing and communication campaigns.
Outline Your Goals
Like everything else we might want to achieve, failing to plan is equivalent to planning to fail. This will be your first and most important step. You need to set clear goals regarding where you want to be, and the SMART method has worked for countless people. Your framework will work as follows:
- Specific: State exactly what you’re looking for, whether it’s more customers, leads, website visits, etc.
- Measurable: Define a specific target number or measure for the above goals, whether they are 100 of each a day or a million.
- Attainable: Your benchmarks should be within reach, considering your market and track record.
- Relevant: All your objectives should link back to your desired end goal.
- Time-Based: Set down when you wish to achieve the goals you have in mind and plan your actions accordingly.
Define Your Target Audience
Understanding your audience and the type of people you’re trying to reach will be your second step. Use internal data that you have amassed, surveys, demographic data, and technological tools to identify and refine your audience. Demographic data includes the age, income, gender, and education of your audience, and Google Analytics can be a valuable tool for all marketers in this regard. Social media sites such as Facebook, Twitter, Threads, Instagram, and so on, may also be a great help.
Figure Out What Types of Content Work Best For You
Not all types of content will work for all kinds of audiences, and different services and products will be most suited for different content types. Things are becoming even more complicated because audience preferences constantly change and evolve with new trends and technologies. Many forms of content are available for consideration including blogs, videos, demos, guides, webinars, e-books, infographics, social media posts, and so on. If you have limited resources, repurposing content can be a great way to “get more with less.”
Get Your Hands on The Proper Tools
Google Analytics is a great resource to help you figure out what your market wants and needs. New technologies such as ChatGPT and other artificial intelligence solutions can help you develop content ideas and also generate content. You shouldn’t be afraid to take advantage of it. Still, be sure to keep it ethical and make sure your information is accurate.
Set Up a Viable Content Calendar
Knowing exactly when you need to upload new items minimizes the pressure and effort that goes into creating content. Rather than living with the anxiety of constantly feeling like you’re falling behind, you can use a digital or physical calendar to set clear due dates. Various time-management and productivity tools can help you along the way, and doing this will help you develop long-term strategies that can span years.
Spread Your Message Far and Wide
There’s no point in making killer content if you don’t figure out how to get more eyes on it. Spreading your message online is more challenging than ever due to the sheer number of voices fighting for people’s attention, but the opportunities are also higher than ever.
One way of drawing attention to yourself is through paid advertising or posting on social media platforms where your audience is active. If you’re just starting out, make sure you have a solid understanding of the market and your audience before you start putting money into paid advertising.
Analyze the Results of Your Efforts
Whether your efforts are working or not, they will only be of most value to you if you look closely at the outcomes. By understanding what works and doesn’t, you’ll know what to repeat or increase and what to avoid or reduce. Google Analytics is an excellent resource for this kind of information. Keeping abreast of this knowledge can transform you into a marketing powerhouse whose skills can translate across different enterprises, markets, and products.
We all want to see ourselves at the top of the mountain, but we need to realize that it doesn’t happen without a great deal of research, planning, preparation, and even some challenges. Developing an effective content strategy is the equivalent of laying the groundwork for potential success. Whether you’re just starting your journey to online success or are on your way towards achieving your organizational goals, you can always benefit from making a solid plan or improving on current activities.
Smith & Harroff Can Help
If you would like to learn more about how we can help you with your marketing and communication efforts, please set up a time for an exploratory call.