Why you need a content marketing strategy
56 per cent of content marketers don’t have a written-down strategy. Not having a documented strategy is like going on a journey with no map. Your strategy document should be the go-to document for everyone involved in your content marketing activities. With your strategy to map your path, you can reach your end result more quickly and effectively by having clear goals along the way.
How to develop a content marketing strategy
There are many elements to consider when developing a content marketing strategy. Additionally while you might have one overarching strategy, each individual project will need to have its own strategy to take into account its objectives, audience and budget.
Here are the main elements you need to develop a strategy:
- Goals - of course, before you even get started you need to establish exactly what you hope to achieve.
- Research - what questions are people asking around your topic? Which forums are dedicated to your field?
- Personas - your personas are representations of your target audience developed through surveys, interviews and research. You need to know who you’re targeting and what they like, but most importantly, what their pain points are. What do they need help with?
- A content calendar - your content calendar is your road map. It documents every piece of content going live on your site.
- A content manager - your content manager oversees the content calendar and ensures everything is written on time.Their job is to ensure all marketing activities that the content supports are integrated and follow the strategy.
How a strategy will help your content marketing
The Content Marketing Institute found that marketers who have a documented strategy are more effective in nearly every area of content marketing compared to those who do not have a written strategy. A documented strategy will help every area of your business, but in particular:
- Measuring success
- Targeted Customer Engagement
- Thought leadership
- Brand awareness