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Content is a key component of your company’s online marketing strategy. To truly stand out in the crowd and deliver content that is aligned with your business goals, however, you need to do more. A content marketing strategy must allow you to see the long-term strategic vision of what you want to accomplish.
“Content marketing” is a well-established term that describes a strategic approach to the use of the content, whether that be articles and blogs, video, imagery, or otherwise. If you want to succeed in your content marketing endeavors, a clearly written strategy is essential.
You also need something new and different to stand out from your competition in an age of so much online competition. Many content marketing strategies fail quickly, and many businesses give up on their dreams or lack of ambition. For long-term success, careful planning is essential.
Take Evernote, a popular note-taking app. This company makes clever use of customer stories as a means to engage with potential customers and showcase the benefits of using its product. This content is informative and clearly shows the benefits of modern note-taking apps.
Another example is L’Oreal and its Signature Faces Virtual Makeup campaign. This innovative and fun tool lets users experiment with various makeup looks virtually. L’Oreal users can share their favorite looks with friends and post impressions on YouTube. This allows them to become brand ambassadors.
Take Evernote, a popular note-taking app. Start with your goals when creating content marketing strategies for your business. What are your goals? We outline below the key steps you can take to create a content strategy that is both strong and effective for 2022.
How to Develop a Winning Content Marketing Strategy
1. Your mission: What are your goals?
It will be easier to evaluate the success of your future campaigns if you clearly define your goals from the beginning.
Your content strategy could be used for many purposes, including capturing search-engine traffic, demonstrating your expertise in your field, and showcasing your products. You will be able to create a solid foundation by clearly stating your goals at the start of the process.
2. Pinpoint your target audience
Next, identify who the content should target. Who are your ideal customers? Consider demographics such as age, education, and interests. It is important to dig deep to understand your core customers. This will help you determine the content that will deliver the best results.
3. Set out your KPIs (Key Performance Indicators)
You cannot measure statistical data meaningfully without a way of measuring the success of your content. Your KPIs should be established early in the process. KPIs can include a percentage increase of website traffic, an improvement in search engine rankings, or a steady rise in inquiries.
4. Choose your content strategy
Which type of content will you use? Which platforms will you use? It all depends on your business goals. This decision will be made based on the work you do in identifying your core audience. You can use video tutorials, articles, blogs, social media content, photography, or a combination.
5. Nominate your team or individual
Next, you need to determine who will ultimately be responsible for implementing the strategy. There are two options: internal resources or external resources. Or both. The nomination of an individual or a team will keep your strategy on track and help ensure consistency in workflow. Consider whether you need any software or tools that will facilitate your approach.
6. Establish a content calendar
Creating a content calendar is vital for ensuring the consistency of your business messaging. This can be done digitally, and shared access is available to all stakeholders. Identify the content that you will release and when. As business changes occur, you should continue to evaluate and modify the schedule.
7. Create a content-creation process and an editing process
Next comes the development phase. This is where content ideas become reality. You should always look for ways to improve your content-creation workflow, whether it is through software or organizational changes. It is possible to separate content writing and editing, which can help eliminate any mistakes.
8. Analyze statistics to determine success
Final step: Create a process to evaluate the effectiveness of your KPIs. This will allow you to measure success of your content strategy.
It is important to have statistical data that can be used to analyze the results. However, it must also be understood correctly and placed in the right context. All stakeholders can benefit from regular reporting and informal meetings to better understand the real picture.
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