Content Marketing Strategy: Discovery

BullseyeContent marketing. There are few terms more buzzy this year than this. But according to the Content Marketing Institute, while 90 percent of B2C marketers are using content marketing, 52 percent do not have a strategy. It’s like throwing darts at a board blindfolded: success is a complete accident, and it is not repeatable. A good content strategy not only opens your eyes, it improves your aim. Where do you start?

At the beginning. The excitement of starting a new initiative, of creating fresh, fun content needs to be tempered. Not a lot – keep most of it, but slow down. You need to focus on creating fresh, fun content that helps you meet your goals and objectives. To do that, you have to go through a discovery phase.

  • Take some time to assess your brand’s position. What makes you unique? What do you have to offer your visitors? What are your strengths? Where do you fit in within your industry? Evaluating this will help you create a content strategy that bolsters strengths, lifts up weaknesses, and hits your audience where it counts.
  • Develop user personas.  These are fictional representations of different types of audience members. What types of people use your service, visit your site, buy your products? Flesh them out into “real” people, and then ask, “What objections might they have? What are their pain points? What do they care about?”
  • Do an inventory of your current content. What do you offer your visitors now? Do you have a deep bank? Is content categorised and relevant to your brand? Or is it a hodge-podge?
  • Review analytics for your site(s). Which elements grab people? Which deter people? Which content are they drawn to?
  • Using the information from your user personas and analytics, brainstorm keywords and topics. Set up Google Alerts for these topics to stay on top of the news affecting your business, industry, and audience.
  • Create a content calendar. This will help you plan content that is relevant, allow for flexibility so you can respond to news, and give you a backup in case the creativity well runs dry and you have no idea what new content you can develop.

It seems like a lot of work! But whether you want to do content marketing or you already are, you need a strategy that enables you to use it effectively. This will keep you from taking wrong turns and keep you on the right track for success.

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