5 Steps in Building a Successful Content Strategy For Your Business

Content-marketing

Have you been wondering about using content as part of your marketing strategy? Before you start out on the content marketing journey, you need to do some planning and research. Here are 5 steps in building a successful content strategy for your business.


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Why you need a content strategy

If you want to make sure you’re marketing your business the right way, then a strong content marketing strategy is a must. Why is that so? Today’s consumers want more information about the products or services they’re purchasing. With content marketing, you will provide them with all this and even more.

Examples of content you can create includes tips on how to use your products or services, upgrades which are available for them, explaining the process of developing products or services, and answering FAQs. 

But, creating content without a strategy can have a negative impact on your marketing and your business in general. Confusing your target audience will not make them buy what you’re selling. Not to mention that without a clear strategy, you will have poor ranking results on search engines such as Google, Yahoo or Bing. Content that is created without a strategy won’t engage your audience, and your marketing efforts will go to waste. 

1. Set up a content framework

Kristina Halvorson, author of the book ‘Content Strategy for the Web’ created a framework for business content, and it covers four crucial fields for the first phase of creating successful content. It’s an excellent place to start if you want to promote your business efficiently through content.

The four fields of her framework include

  1. Substance - covers the topics you will choose, the tone and style you will use and what message you need to communicate to achieve results. 
  2. Structure - you will need to decide how to prioritise and break your content into building blocks. 
  3. Workflow - define the process, tools, and resources needed to have a successful content strategy. 
  4. Governance - decide on the consistency, integrity, and quality of your content. 

2. Audience research

Do you know who is your target audience? Why are they buying your products or services? What type of communication do they prefer? All these questions are really important when deciding on your content strategy. Also, always keep your writing at the professional level because your readers should benefit from everything you decide to write about.

When you’re researching your target audience, you should find a way how to include them in your content strategy. Your content is written for your audience, and you have to demonstrate to them that their opinion matters to you. If you wish to create content that turns your readers into buyers, you will have to do to plenty of research. 

Recommended reading: How to Build an Effective Marketing Strategy: Ten Tips For Achieving Success

3. Find your best content channels

As you start writing and publishing your content, you will understand better where your audience is the most active. Wherever that is, your business will have to present there. And to do that, you will use your content as the bridge between your platform and the one your audience is active on. Mostly, these places are social media platforms. However, not all platforms are the same and your potential buyers are not equally present on each of them.

To see where your audience is the most active, check your Google Analytics account. Under the Acquisition, you can choose the option Social and you will get an overview of the main social networks where your content is mostly shared. Is it Facebook, Twitter, LinkedIn, Instagram, Twitter or something else? Focus your attention on the most successful platforms for your business, share more of your content there and communicate with the audience on that platform.  

4. Define keywords and SEO

Since you spent so much of your time creating a content strategy and writing for your platform, you will wish to be highly ranked on search engines. To do so, the content you’re creating will have to be aligned with SEO guidelines. But, before you start thinking about your rankings, you should define your keywords. 

They will also be helpful when you create your SEO articles later, but defining these keywords will help you get an inspiration what to write about. For example, if your company offers digital marketing services, one of your main keywords should be social media marketing. This will give you a pretty good idea what related topics you can cover in your upcoming articles. 

Recommended reading: Top Reasons Why Search Engine Optimisation SEO Is a Must for Your Business

5. Measure and analyze your results

After you created your first content piece, you will have to track its success. Each of your articles should be analyzed through statistics and feedback. In other words, you should know what article is successful and has great reactions from your audience and which is not. Google Analytics is great for tracking your content strategy as well, from one article to the overall strategy. 

Also, feedback from your audience is something that will indicate how successful your content strategy is. Don’t be afraid to ask for feedback. The good news is that you can change parts of your strategy as you go, and make sure you incorporate all the information you can use to be more effective with your content. 

Conclusion

So, here are 5 steps in building a successful content strategy for your business. Before you start creating your own, make sure you have all your questions answered and do your diligence to ensure that you create content which will contribute to your business results.

Over to you now. Have you created a content strategy for your business? Any other tips? Tell us in the comments below. 

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Thursday, 14 November 2019
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