When internet users are actively searching online, it is not for some poorly-written, not credible content. They are on the prowl for their next go-to for reliable, relevant and well-informed content. Great content is based on what you communicate and how you do it. When you do it right, your content will get you far. The three keys to creating successful content are:
- Effectiveness: If you are effectively creating content, then you are producing the right content for the right audience.
- Efficiency: Efficient content is organized, reduces redundancy and helps all of your departments and channels to contribute.
- Suitability: To get the most out of your content, then you are using the right tools to communicate with the right people.
Thankfully, you don’t have to be a genius to create a strong content strategy. As you get more experience, you will start realizing what works and what doesn’t work in your marketing efforts; but there are 4 main pieces that should be present in your content strategy no matter what!
- Message. You must master the purpose of your message. Does everything you write and produce fit your organization’s vision and overall goals? The tone of your content is how the message comes across. It’s the personality and attitude in your writing. Establish a consistent tone, and all audiences will have a consistent experience with your business.
- Target audiences. Every business has several audiences, and each of them have unique interests. So your content should aim to meet the needs of each audience. Try creating personas. What content would be useful to each persona’s interests and age group? What would be useful to them?
- Deliver. Make the connection between where your content resides, what audiences it’s connected to, and what goals it addresses for your brand. Consider the tools you can use to further your reach, such as search engine marketing (SEM). You also need to make sure you’re producing content where your audience can see it easily.
- Timing. Timing doesn’t have to be a guessing game; you can use tools to get the timing of posts just right. An editorial calendar is a schedule by which you release content and info. Just setting yourself a goal of “two blog posts a week” doesn’t always work. Put in your schedule what the topics are about. For instance, “Post blogs twice a week with topics related to the focus for that quarter.”
Creating a content strategy can seem like a ton of tiny parts that need to be put together in order to form a strong plan. But really, if you keep your marketing consistent, it is a synch! Once you have a content strategy in place, you have a clear roadmap for the course ahead. You can save time and resources. Your content will build your brand and let audiences know what you do and what they can expect from you.
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