Have you always wanted to create a strategy in content marketing? Worry not, for you have come to the right place. Before we begin, there is one vital difference you should fully understand: A strategy in content marketing is NOT similar to a “content strategy”.
While some people frequently use the two terms interchangeably, Robert Rose clarifies the dissimilarity of the two:
• Content marketing strategy: The content marketers draw in people and improve the bigger story that an organization conveys. Their emphasis is utilizing different methods in order to engage an audience. They’re using content to drive profitable behavior.
• Content strategy: In contrast, content strategy explores more of the “creation, publication, and governance of useful, usable content.” Content strategy helps you on how to manage content as an advantage.
Must I create a strategy for content marketing?
Definitely yes! Not only do you need to have a strategy, but you also need to document it. Those people with a documented strategy in content marketing:
• Feel considerably less challenged with each part of content marketing
• Are more likely to consider themselves as proficient at content marketing
• Usually consider themselves more efficient in their use of all social media channels and content marketing strategies
• Were capable of spending bigger percentage of their advertising budget on content marketing
What to include in my content marketing strategy?
Think of the “content marketing strategy” as a framework for your business and your client’s requests, as well as a comprehensive plan on how you will utilize the content to properly address them.
While there are no absolute “templates” for creating a proper content marketing strategy; each aspect should be exclusive to the business that created it. Although, there are quite a few components that they usually consist of:
1. The innovation of content marketing: By relaying your reasons for generating content, the possible threats involved, as well as your idea of what victory would look like; you are much more likely to attain exclusive support for your scheme — and to acquire a consent to make mistakes from time to time as you discover what works best for your line of business.
2. The business strategy for content marketing: This one contains the unique value you are considering to offer through your content, the vital objectives you have for your content program, and the specifics of your business model. It should also summarize the opportunities, as well as the obstacles you may come across as you implement your plan.
3. The audience and content plans: This is the part where you define the target audiences for whom you will produce the necessary content, as you should be able to outline their needs. You may also want to plan out the type of content you can deliver through their buyer’s journey so as to assist them closer to their goals.
4. The brand story: In this phase, you should distinguish your content marketing in terms of the specific messages and ideas you want to convey, how those messages vary from the competition, and how you perceive the development once you have shared them with your target audience.
5. The channel plan: This must consist of the platforms you will eventually use in order to voice out your story; the conditions, objectives and methods for each one; and how you will associate them so that they generate an interconnected concept.
Must I convey the content marketing strategy with other departments in the company?
It may be favourable to offer everyone in your organization an access to the content marketing strategy, even those who may not be openly involved in the development of the content marketing.
This is mainly vital with enormous organizations, as it can help reduce replicated efforts, keep different departments on the same page, and guarantee that everyone is functioning toward the same content goals.
How you convey your strategy depends on the culture and structure of your organization. In some circumstances, it may be suitable to share the complete documentation; but in other situations, it may make more sense to generate targeted outlines for certain shareholders based on how your strategy will influence their individual roles.
To sum things up, consider the following factors:
How can you utilize the values of content marketing to “sell” the content marketing through your organization? What do the people care about the most? These factors should help you conclude which components of your strategy are most suitable to share with each department.
Must I update my content marketing strategy? How often?
Their may be some aspects of your strategy that should remain even as your content marketing program changes and develops; specifically, your business goals and mission.
In reality, these two things are definitely essential that you may want to place them on a wall somewhere, so you can keep them in view every time you are working on your content.
Nevertheless, other parts of your content marketing strategy will benefit from being periodically updated and revised. To make sure that your content marketing program remains on track, think about revisiting your core topics, channel strategy and team procedures on a yearly basis, or more regularly if your program is still in progress.
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