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Content Strategy Development

Content Strategy Development

93% of B2B marketers use content marketing.

Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads

What Is Content Strategy?

Content strategy is essentially your contents raison d’etre. It answers the questions of why you are creating content, who is it targeting and how will it help them in a way no one else can. It is the ongoing process of translating the goals and objectives of a business into a plan of action describing how to use content towards achieving these goals and what type of content is best suited to achieving these goals. You should also include a content marketing strategy to your plan on how to create, distribute and measure the performance of it. Businesses typically use content marketing to build a following and to garner increased revenue, lower costs or better customers.

 

Why Do I Need A Content Marketing Strategy?

A good content marketing strategy will help you plan for a reliable and cost-effective method of increasing website traffic and new leads. It should be an important component of your overall marketing strategy. High-quality content will not only attract customers but also engage them and build trust. It will allow you to reach your customers without being blocked by ad blocking software. A well-planned strategy will ensure that the visibility and authority of your content increase as does brand recognition which will ultimately lead to increased sales.

Content Strategy Development

Our job is not to create content. Our job is to change the world of the people who consume it. – Andrea Fryrear

It is easier to connect with a new audience by creating and giving away quality content rather than just asking them to buy your product.Great content will build trust and keep your prospects close to you.

91% of consumers are prepared to reward brands for their authenticity.

What should my content marketing strategy include?

Five components that every strategy should include.

  1. Your business case: sometimes the hardest part is getting buy-in with the powers that be. By communicating a strong case for creating content, the risks involved and the vision of success, you are more likely to gain support for your strategy.
  2. Your business plan: should include the goals you have for the content plan, the value you are seeking to provide through the planned content and details of your business model. It should also outline probable and possible opportunities and obstacles that you may encounter.
  3. Your audience personas and content maps: as part of your plan you need to describe the specific audience that you are creating content for, what needs of theirs are you catering to and what their content engagement cycle potentially looks like. Your content maps will include the type of content that you plan to deliver throughout the buyers’ journeys to move them closer to their goals.
  4. Your brand story: here you describe the ideas and messages you want to communicate and how they differ from the competition. You also need to project how you see the landscape evolving once you have shared them.
  5. Your channel plan: The platforms you plan to use and the criteria, processes and objectives for each one should be mentioned here along with how they will be connected to create a cohesive brand conversation.

A quick checklist to develop your content marketing strategy

  • Have you made a mission statement and defined your goals?
  • What key performance indicators will be used for analysis?
  • Have you created your buyer personas?
  • Is your current content audited?
  • Have you figured out which channels will give you the best engagement?
  • Which of the different types of content will you use?
  • Are your resources identified and allocated?
  • Is your content calendar ready?
  • Have you created content that reflects your brand’s personality?
  • Is your distribution and marketing plan scheduled?
  • Do you have your analytics in place to measure results?

FAQs on Content Strategy development

Content strategy is about providing the right content, to the right people, at the right times – for the right reasons.

Can all content marketing projects benefit from Content strategy?
Without a doubt! Content strategy decides what to do and what to avoid with limited financial, time and human resources. It helps you decide what to produce and share to achieve your business goals.
How do I figure out what the audience needs?

To uncover what the audience needs and expects as well as how they behave you have to formulate the right questions. Document what you want to know, why you want to know, what are your assumptions and what do you think you know to gain insights.

How do I understand why my content is not working?

You need to hypothesize why your content is not working, then make a plan to validate your hypothesis through multiple methods.

How do I measure content effectiveness?
Find out if your content is impacting business goals like lead generation or conversion. Talk to your sales team and your target users.
Why do I need to do a content inventory and audit?
Your content might be full of redundant,outdated or trivial information which can hurt the performance of your content. An inventory and audit can help you decide what to keep, update or remove and analyze what is working and what is not.
Why is Metadata important?
Metadata is data about data and will help you organize your content and get it to the right place at the right time. Examples of metadata are blog categories and tags.
 
What is digital governance and why do I need it?
Digital governance formalizes which members of your content team are responsible for the creation, production, distribution and maintenance of content and its standards.
Why do I need Digital asset management (DAM)?
DAM solutions can store and retrieve all kinds of digital content which helps with efficient use and version control.
 

Content Strategy Development

Examples of good content marketing

Infographics

Infographics are one of the most popular and efficient types of content that involves link-building.The infographics you build can be shared by other sites and back linked to yours. This content can actually increase your ROI dramatically. To build a great infographic, start by picking a topic highly relevant to your target audience and make it as specific as possible. Gather data points about your topic and let them flow logically down the page. Make your infographic look great with large fonts and all the key stats represented visually. Write a short supporting note to accompany your infographic if you are going to give it out to guests. If you have a large following, publish the infographic on your website and promote it on social  media.

E-books

E-books are a perfect example of premium content. They allow you to provide in-depth and valuable information to your target audience. They, however require more research and data collection than free content. The contents of an e-book can be used in smaller pieces like a blog post or webinar.Despite the costs, a well-designed and well-packaged ebook can be great for your brand. Like any other content , the topic of your ebook must appeal to your buyer and deliver premium value.You also need to understand where your audience is in the buyer journey and add links and call to action accordingly. Gate your content if the objective of your e-book is lead generation.

 

Whitepapers

Whitepapers are the best type of cornerstone content. They provide a trustworthy resource  on topics that really matter to your customers.They are great content not only to build your credibility but also to solve customers’ pain points. Whitepapers are the ideal content for earning links as long as content quality is being maintained, they can engage customers through any part of the sales funnel. As with most types of content pick a topic that appeals to your audience and solves an important need. Make sure you don’t overbrand as this is not an advertisement. Present information logically and objectively with all claims well supported. Include visual aids and edit until it’s perfect.

Videos

Videos are another great type of content to efficiently build a link profile.There is a lot of video content around so it can be tough to get noticed. Create content that is relevant and appealing to your audience. You will need to spend the time, effort and budget to get your videos just right. If your content is good your audience will like it and link to it. To create videos that earn attention and engagement make sure to address customers pain points. Don’t forget to develop your brand through your video content and always include a clear call to share. Remember to optimize your videos and promote them periodically on different platforms.

Newsletters

Newsletters need to be so compelling that people not only subscribe to it but also continually look forward to receiving and reading it. Keep the language colloquial and fun. Make sure that it’s not all work but includes a little play.It also pays to get inventive in the delivery of your news. You can add GIFs and buttons to make it interactive.Your content should be something you are passionate about too, otherwise it just might not spark interest. While curating content for your newsletter make sure that you pick interesting and inspiring stories that are of current interest .

Webinars

Webinars are growing in popularity as an interactive content format. The key to creating an impressive Webinar is  to pick a specific topic that addresses points succinctly for the benefit of your audience. Decide on a format before you create the content depending on the topic and speaker. An interview with an influential expert in your industry can provide interesting content. Q&A webinars which involve questions from the audience lead to a high engagement rate as do panel discussion webinars and are good content material. You can use the statistics of your audience to enhance future content.

The ngX Framework

Based on our deep design and technical experience across industries we’ve developed a proprietary digital framework, the ngX framework, which is leveraged across all our projects.

The ngX framework consists of the following steps:

Assess

Assess your current customer experience and digital posture across all digital properties

Define

Define a digital experience transformation roadmap to capture digital moments

Develop

Develop the front-end and back-end systems and technologies to bring the digital next strategy to life

Deploy

Deploy all the technologies and design elements together after thorough QA and user testing

Support

Support the deployed components to ensure digital experience ecosystem meets its stated business objectives

Market

Digital marketing to promote the reimagined brand, acquire new customers and retain existing customers for continued business impact

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