You Do Not Need to be Great at Content Marketing Strategy

by Gabe Arnold

Content marketing strategy allows businesses to determine the content for their marketing that will best build their brand name and, thus, their customer base. Your strategy should provide an outline that answers the “what’s” and “why’s” of your business, but be flexible to change as you and your customers change.

You don’t need to be the best content marketing strategist on the planet in order to achieve great results from your content marketing. You just need to know how to go about it. And once you understand and apply the strategies, you’ll find success.

Define who Your Audience is

You should begin by defining your audience, and you’ll want to get as detailed as possible with this point. It can be challenging outlining who your audience is, but it’s pretty much what your strategy will center around.

If you already have a customer base, your definition will be supported by your existing customers. But if you don’t have any customers yet, then you’ll need to do a bit more research. Get the answers to important questions such as:

  • What are the demographics; such as gender, location and age?
  • Why are they needing your product or service?
  • What makes, or will make, them purchase from you?
  • When comparing their options, what is the most important aspects of making them purchase?
  • Look at why some people aren’t buying your product or service. suggests using methods like studying competitor case studies and reading industry analyst reports to do your research, they also recommend:

  • Going to professional online networks and forums.
  • Using Facebook audience insights.
  • Conducting interviews and surveys with current customers.
  • Conducting cold outreach through social media and email.

Analyze Your Current Content

Next, you should take a look at the content you currently have compiled to see where you’re already having success, and where you’re not. You’ll also look at what needs more attention and if anything should be removed from your content inventory.

Begin by doing an inventory on your current content and then organize it to determine what it focuses on. Develop a list of categories that encompass what areas you have already covered in your content marketing. Then put your content into each category, which will help you see what techniques are achieving results.

Next, you’ll want to look at the length of the marketing content and the tone. How are your viewers responding to the length and tone? Maybe they prefer shorter pieces or lists, perhaps they prefer a professional tone, or maybe they like it better if it’s light and funny.

Now look at how relevant your content is to your customers and consider making a scale to see where each type of content lands on the scale. You should also look at the “expiration date” of your content. Is it still relevant or have things changed so much that it no longer applies?

Determine Your Direction

Now that you’ve completed all of the minute details, it’s time to determine the direction you need to go with your content marketing – a.k.a. the strategy.

You’ll want to have your content marketing strategy line up with your brand persona. Content Marketing Institute (CMI) suggests creating a document to share with your entire organization that outlines what part of your brand they should encapsulate. CMI points out that others in your organization need not be a part of marketing to be privy to this information.

Be as detailed as you see fit with your strategy by remembering that more is better. You may find that some of that strategy will rely on SEO techniques, while others will focus on creating more content for social media or blog posts. Outline every area that is working and those that you need to give more focus to and then create your content for those areas.

Create Content Based On Your Strategy

Based on the analyzation of your content, you may find that you need to create more videos or blogs. You might find several areas that you will need to develop, or better develop, content to reach your target audience.

The following list shows some of the content marketing techniques you can use to reach your target audience:

  • Blogs
  • Email
  • Press releases
  • Product or Service reviews
  • Videos
  • Social media (Facebook, Twitter, Instagram, LinkedIn)
  • SEO
  • Traditional marketing
  • White papers
  • Trade shows

Five Tips When Creating Content

  1. Use content as a branding tool, rather than a sales tool, by presenting as an expert in your field.
  2. Ask yourself if you would want to read what you’re offering.
  3. Highlighting a case study takes an indirect approach to showcasing your product.
  4. Be clear with your content; don’t use too much jargon.
  5. Use your own voice; customers like to feel connected.

Once you have accomplished creating and applying a content marketing strategy, you will begin seeing growth in your business. Just be sure you go back to it from time to time and update it so that your business will stay relevant.

Contact us today to learn more about how Copywriter Today can help you find — and engage — your audience for long-term success.

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