Having a solid content marketing plan has been shown to result in more conversions and brand awareness, but creating that plan is not always easy.
Even if you work with content experts like us (and seriously, we will ask you these questions), your brand still needs to be able to answer these 4 questions in order for you—or anyone—to create a content strategy that works:
Look at your overall business objectives—how could your content help achieve those goals?
Content isn’t just something you create to entertain and inform—it needs to help you achieve your business goals. Do you need to increase site traffic, have more e-mail subscribers, grow your Instagram following? Before you can make a plan, you need to know what it is your content needs to achieve.
Who is your target audience?
Do not—and we repeat—DO NOT tell us your target audience is something broad like “women ages 25-55.” Knowing your true target audience is going beyond basic demographics and understanding who they really are—their lifestyle, their behaviors, their challenges. We encourage all of our clients to have at least one complete buyer persona in their minds at all times—this will help you create and share content that is always relevant to your audience.
What channels do you want to use?
Head back to question #2—where does your target audience get their information? From social media platforms to email to text messages, your ideal customer wants to connect with you in certain ways. Decide what channels you will be using to share your message and make sure you truly understand the channels you are choosing—in other words, if Instagram is going to be part of your plan, personally spend some time on Instagram and become part of the community.
How will you measure success?
Great business quote: “If you can’t measure it, you can’t improve it.” In order to know if your content is really helping you achieve your business goals, you need to analyze it on a regular basis. Dive into your Google Analytics, dig deep into your social media platforms, pay attention to those email open and click-thru rates…all of these stats will give you insight into how your content is doing and what changes you may need to make.
Another great business quote: “By failing to prepare, you are preparing to fail.” Plan it before you create and you’ll get much better results with your content efforts.