Content Strategy Development
We help you to discover the content topics, formats and distribution channels that matter to your ideal buyer’s persona. Together, we will find the content your audience wants, where it wants it, and how it wants it.
What’s a Content Marketing Strategy?
Content marketing strategy is a plan that guides all your efforts geared at building an audience and benefiting from the resulting relationship. Content marketing strategies give you more than an idea of what type of content you should create. They also outline how you should develop, distribute and use your content to achieve broader business goals starting with attracting an audience.
Why Should You Have a Content Marketing Strategy?
The simple answer is that you need a plan because it provides clarity and direction. Your strategy will act as a roadmap showing where you want your content marketing efforts to take your business and how you plan to get there. Without such a guide, your efforts will likely be unfocused, your goals unclear, and your results mediocre.
How to Develop a Content Marketing Strategy
Outline your goals
Clear and relevant goals are the pillars of any form of strategy. Before rolling out content, ask why you turned to content marketing in the first place. What do you intend to achieve? Your answers could be to:
- Build brand awareness
- Increase lead generation
- Improve website traffic
- Increase sales
While these are all relevant goals, you need to create key performance indicators for each one. In other words, you have to find relevant metrics to measure your progress in regards to each goal.
Develop Your Audience Personas
Targeting a specific audience is fundamental for your content marketing campaign. Developing a persona will allow you to uncover the interests, goals and habits of your ideal customer.
Proceed by mapping out content based on various buyer’s intents and stages in the buyer’s journey. Your insights will determine the formats of your content, the distribution channels to use, the scheduling of your content and many other factors.
Conduct a Gap Analysis
There are two ways to stand out in content marketing.
One method would be to find the lingering questions your audience has and answer them. Another option would be to deliver a vastly improved version of the existing content.
To do this, you need to compare what your audience wants with what’s already available. And this is what a content gap analysis entails.
Develop a Distribution Plan
Content marketing aims to get people to seek you out. But you also have to position yourself for optimal visibility.
In this case, you will need a holistic content distribution and promotion plan that includes all the channels you can use to reach your audience. Encourage your website visitors to sign up for your email newsletter, that way; you can always reach them when you want. In your newsletter, place prompts that will direct people on your list to your website so you can increase the chances that they will proceed to your landing pages and blog articles.
On your website, insert social media icons within the content so visitors can share to their friends and followers. And through your activities on your social media pages, point people to your website.
Finally, use the best SEO practices to generate organic traffic and continue the cycle of content distribution and promotion.
How we can Help You
Stratwell is a content marketing company in Toronto, and is well versed in the process of strategy creation. We will use our expertise and years of experience in growth strategies, business development and digital marketing to create a content marketing plan that is specific to your firm.
Schedule a session with us, and we can discuss your goals and draw up a plan that is tailored to your needs.
