An optimal strategy that will help you increase the efficiency of your company's or brand's content marketing is very important.
In this article, we will show you how to approach the right content marketing strategy step by step.
What does content marketing mean?
In online marketing and social media marketing, content marketing refers to the communication of informative, advisory, or entertaining provision of corporate information in customer communications with the aim of getting them to engage with the information in the first place and, ideally, to bring about viral processes.
Content marketing represents a methodical shift in marketing away from sales-oriented marketing communications and toward public relations.
Importantly, content marketing and advertising both address needs or a need, but always keep in mind, that:
Advertising
Promises the fulfillment of needs.
Content Marketing
Fulfills the need.
Why is content marketing so important?
Content for better ranking
Useful and informative content on your website will ensure a good ranking in search results, such as on Google, and keep you at the top of the rankings.
Content for more trust
Valuable, consistent and relevant content is a building block for trust with potential customers. You convey added value to your readers with your expertise.
Content for brand building
Your content also reflects your brand value. So make sure to always deliver a good story.
Content for better backlinks
Backlinks are basically about other websites linking to yours and thus recommending it, so to speak. You benefit from more website traffic and brand awareness because you are on everyone's lips - in a positive sense, of course.
5 steps to a good content marketing strategy
The term content strategy refers to the strategic planning, creation and distribution of content.
#1 Content Audit
The first step in defining a content strategy is the content audit. In this phase, the status quo of a company's already published content is analyzed. The goal is to uncover the gap between existing content and content that is still needed. To do this, it is important to record which content is published in which places within the company. A detailed list of all content published in the company should be created. Based on this collection, the content is examined according to its relevance for the company's stakeholders. By determining which content has been successful with the target group so far, which content is still missing and which content is superfluous, optimization potential can be uncovered.
#2 Set goals
Possible goals would be:
Increase brand awareness
Strengthen brand identity
Expert positioning
Cost advantages (advertising costs)
Increase customer satisfaction
Benefits
#3 Planning
The next step is to develop precise content planning that can be used to achieve the defined goals. This involves considering how the content tailored to the stakeholder groups can be aligned with the company's goals. First of all, it should be asked which content is needed by the target group(s) in which form and how often, and which messages the content should convey. Then the relevant communication channels (e.g., own website blog and social media such as Facebook and Twitter) and the frequency of publication should be determined.
In order to carry out long-term time planning in a clear manner, it makes sense to work with an editorial plan.
In addition to the content needed for the target group, the appropriate communication channels and the right timing, it is also important to determine the resources for content creation. Who will create which content in which timeframe? If the company does not have its own editorial team, outsourcing of texts is conceivable.
#4 Implementation
Create content
Good content can consist of text, videos or graphics. To be successful online, it should always be easy to find (both on the company's own website and via search engines such as Google) and easy to share via social media such as Facebook and Twitter.
Good web copy meets a number of criteria. They are:
unique
targeted to specific audiences
entertaining and informative
reader-friendly, well-structured and error-free
search engine optimized
#5 Controlling
Controlling of measures
Optimization measures can only be taken if the achievement of the defined goals is continuously monitored. For this purpose, it is important to monitor the content using previously defined key performance indicators (KPIs).
These can relate, for example, to findability in search engines or the development of sales after the content strategy has been implemented. Depending on the defined goals, possible KPIs are, for example, the number of new visitors, rankings for certain search terms, and articles with the highest traffic. KPIs from the company's online marketing can also be used to measure content marketing activities. Through consistent controlling, content planning can be adjusted again and again.
Summary
Whether you're creating social media posts, writing ad copy, or doing something else entirely. A great content strategy is a prerequisite to create high-quality content to get enough attention. From planning to analysis, you need to be well prepared and know your customers' needs.
Prosupo helps you through a structured ordered plan to get you to your goals. Outsource your online or social media marketing today and benefit from a service you won't soon forget.
Questions? Contact us today, we look forward to hearing from you!