Content marketing is a major component of every marketing strategy out there. With this, you can increase awareness, get attention, generate leads, expand customer base or fan base, and more. But this will not be possible if you fail to create a unique content strategy fit for your purpose. Whether you’re a business owner or an influencer/content creator, developing a content strategy will be a key to this success. Here are 7 easy steps to creating a content strategy:
#1 Define your goals and KPIs
First things first, you must define your goals. What are you hoping to achieve with content creation? How will you know you’ve achieved them? What are your key performance indicators (KPIs)? It’s important to take these down and use them as your motivations as you go about pushing content. Here are some examples of goals for your content strategy:
- Improve SEO or website traffic
- Get more people to subscribe to your email newsletter
- Improve Google search ranking
- Improve social media engagement
- Get established as a thought leader
And here are some KPIs you can use to measure your success:
- Get [X] new email subscribers
- Get [X] website traffic by the end of the quarter or year
- Get the top spot or a spot among the top 10 spots in a Google search
- Get invited to industry events
- Get [X] likes, comments, or shares
It’s also wise to remember that your KPIs should be concrete metrics. Stick to the concept of SMART, where you aim for specific, measurable, achievable, relevant, and time-based KPIs.
#2 Get to know your audience
For your content strategy to be successful, you have to know your audience. Get to know them on a much deeper level and study everything you can about them. Collect data such as their age, their habits, their pain points and struggles, their needs, priorities, and more to build a persona of your different audiences. You can use tools such as Google Analytics and Twitter Analytics to gather such information, distribute surveys to your email subscribers, or connect with sales teams or account managers who have relationships with your clients.
#3 Figure out the best platforms
You also have to make sure that you’re utilizing the right platforms. This way, you’re making sure you have the best opportunity and you’re funneling the right amount of effort to raise brand awareness and engage with your audience. Figure out which platform is performing the best. Is it your website? Which of your social media platforms is doing better? Which platform is your audience more active in? Once you have this figured out, prioritize publishing content for these platforms.
#4 Decide on the types of content
Next, plan what types of content you will be publishing. Are videos the best kind of content to publish for your brand or your business? Are you focusing on blog posts? Infographics? It also helps to know what kind of creator you are. You should also check out ongoing trends and circle back to what your audience or personas are looking for. This way you’re optimizing your content creation process and making sure you’re hitting the right spot.
#5 Create a content calendar
Creating your very own content calendar will also help the overall process. Mark down the dates when you posted a new blog, published a new video, released a new podcast episode, and more. You should also note when your next post is going to be, who’s assigned to it, what date does it need to be finalized, and more. A content calendar can help you and your team keep track of everything, and you’ll be able to see the bigger picture of your content strategy and creation.
#6 Equip yourself with the right tools
You also have to make sure that you’re equipped with the right tools for every type of content you publish. Do you have captions or transcriptions for videos and podcasts? You need a free transcription service to help you generate transcription files. Part of your video marketing can improve with the use of closed captions if you make sure to utilize it properly. Is your audience keen on images and infographics? Use a graphic design platform or a photo editing program for a smoother process. The more clear and engaging your graphic images are, the more likely your audience will view and share it. Whatever content you may have, there are always more ways you can improve it and make sure that it will get the most exposure it can get.
#7 Create and share your content
The next step is for you to create and share your content. Publish them in the platforms you’ve chosen and share or crosspost them onto other relevant platforms. For example, for every blog post you publish your website, you can share a snippet or its link to various social media platforms you have. This allows you to boost engagement and viewership among your audience.