Creating an Effective Content Strategy

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So, what is a content strategy? It’s a detailed approach to the content you’re going to publish daily, weekly, and monthly. A content strategy takes several key marketing factors into consideration. Let’s take a look at those considerations so you can get started creating an effective content strategy to market and grow your business.

It’s Always About the Audience

Regardless of the goal, marketing channel, or content format, the very first thing that goes into an effective strategy is your audience. Your content needs to speak to them. It needs to grab their attention and inspire them to take some type of action with your business.

What’s the Goal?

Speaking of taking action, what do you want your content reader/viewer/listener to do once they’ve consumed your content? What do you want your content to achieve? Goals, of course, range from list building to sales.

Multipurpose

Your content doesn’t have one path. An article can be clipped and shared as social media posts. A video can be transcribed and reworked into a blog post. Decide what you can do with your content.

Test a Variety of Formats

Consider creating a variety of content and testing what your audience responds to. This includes memes, infographics, video content, webinars, articles and more.

Channels and Integration

We’ve already mentioned repurposing content for a variety of formats and channels. When you’re creating your content calendar, make sure to plan how you’re going to integrate your content into your other marketing initiatives. For example, maybe you’re launching a new product and holding an online webinar to promote the launch. Images from the webinar could be used on Instagram and Facebook. The webinar link can be shared on your blog, and so on.

Creating Your Strategy and Following Through

The key to creating an effective content strategy is to commit to re-evaluating your strategy on a monthly basis. Your content plans and calendar, as well as your audience response and analytics, will likely dictate changes or modifications to your strategy. Additionally, as your business changes and your marketing plan evolves, your content strategy needs to support you.

Create your strategy then create a schedule to follow up, reassess, and adjust as needed. A content strategy is a must for a competitive business. If you’re missing one, then you’re likely missing valuable opportunities to connect, engage, and sell.