A well-documented content strategy helps the marketing of great content go from being reactive to becoming proactive. Without a content strategy in place, the usual process is to create a piece of content, publish it on your blog and push it out via your email list and social media channels. Then you cross your fingers and hope your audience will love it. We call that the ‘publish and pray’ strategy. It’s a lot like throwing spaghetti against a wall and hoping something sticks.
A content plan focuses on a targeted audience and is aimed at meeting business goals through the creation and distribution of unique content.
Put simply, you’re going to need a plan. Without one, it’s like trying to build a house on a vibe, not a blueprint. We can’t stress enough how important it is to start with a clear content strategy before you focus on creating and distributing content. A documented content strategy factors in everything, including your return on investment (ROI), which is why it pays – as in real money saved – to start with a strategy instead of just reactive guesswork.
A great content strategy is that plan.
A thorough content strategy looks at everything from your capacity to create content, to the type of content distribution methods most suited to helping you reach your established goals. It will also provide you with the tools to measure performance and help you meet your key performance indicators (KPIs). And you’ll sleep better when guesswork is less of a determining factor in achieving desired business outcomes.
Our approach to content strategy is all about your organization.
Every organisation is different that’s why each content strategy is unique. We’ll work collaboratively with you to establish a robust content strategy enabling you to reach your target audience effectively and meet brand goals through the creation of original content. And we’ll measure performance all the way!
For our large enterprise clients, a strategy often looks like a 50,000-foot view from above, but for small and medium enterprise clients, the need is for a nimble roadmap that is immediately actionable and factors in your company size, capacity for output and availability of resources.
We bring research, creative, platform technology, online marketing and data analysis skills to the strategy table – and everyone has a job to do to make your content shine and go directly to the top of the content pile to be discovered and shared.
The content strategy process –
Before we dive in, we’ll ask you some big questions, some of the most important being…
Questions like these are critical to enable you to walk in your customer’s shoes.
You’ll find out where they spend time online, what motivates them to listen to you, and what makes them brand evangelists. When you truly know who your customers are, what they’re interested in, and what content engages them on which platform, then you’ll have the basis of a solid content strategy.
1. Define your business objectives – so you can achieve them.
There will probably be more than one objective. You might have a primary goal of quality leads to your website, and a secondary goal of brand awareness. It helps us if you list your objectives in order of importance.
- What is the primary business objective? (What does success look like?)
- What are the supporting business goals? (What activities are you engaged in to support the primary objective?
2. Define your target audience and buyer personas – so you can sell to them.
Who are your customers? Sometimes customers are decision-makers, not end-users. Are they local, national or international? Once you know who they are, you can focus on where they are, and what they do (for example do they hang out on Facebook, Reddit, or LinkedIn?).
- Define buyer personas – put a face on your ideal customer
- Define existing buyer journeys – how will they find your site? What are they looking for? Do they need information to help them make a decision? A case study, or an eBook?
- Capture buyer habits on other digital platforms or websites: What do they read? What else do they buy? What device are they using?
3. Audit your existing web site and content.
This is the bit where we look at what’s working and what’s not working. In a digital world, potential customers will make a judgment call based on your website. In fact, they’ll also most likely find you in the first place because of your website. We look at your social channels here, too.
- Audit content against buyer journeys
- Perform a gap analysis
4. How will you actually achieve your business objectives?
At this stage in our process, we’re starting to pull together our recommendations, based on your business objectives and all the other key information we’ve discovered in the digging around part of our job!
For each objective we’ll work with you to define:
- How will your objectives be achieved?
- What is the current state?
- What is ‘success’?
- How will success be measured and tracked?
- What next?
We Provide Recommendations On
- Content Planning
- Content Creation
- Distribution & Amplification
- Measurement & Reporting
5. Implementing your plan – making it happen.
Okay so now you have all the answers contained a robust content strategy. What next? Let’s make it happen! The Implementation Plan is the final step, it maps out who does what, and when do they do it, and what dependencies are involved.