Through the years, we’ve observed various levels of success for our clients regarding creating content. Many of them do it well, and then we add a few minor tweaks to keep things moving.
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But, there are times when we look at the online curtain to discover that they do not have a clear strategy for content. This is a typical omission of many companies, even those that are successful. It’s because marketing directors are over-stretched and are juggling different roles, changing their course in response to shifting goals from the top management and operating without specialist staff such as writers and designers. Let’s face it the process of creating content isn’t easy.
Creating content isn’t easy; developing a digital strategy for content on your blog or website is essential. We’ll ask seven questions about creating an effective content strategy and offer practical solutions. If you can find the answers to those questions, you’ll be on the way to sustaining content success.
What Are Your Goals?
Before you write out your objectives, the initial task is to develop an objective statement. Yes, you may have a general mission statement for your company, But do you have one specifically for content?
If you don’t have a business card, Don’t fret; many businesses do not. However, the good news is that it’s simple to create one. Define your intended audience, the kind of content you’ll use to connect with them, and the problems your content will solve for your group of people.
Once you’ve got that, you can move on to establishing that goal list. Some will be obvious: you’d like to boost sales and revenue and improve traffic to your site or blog. However, there are many other things to consider too. Are you looking to become an influencer in your field? Are you looking to be more active with your social media platforms? Taking time at the beginning of the page to clearly define what you’re trying to achieve will pay off in the future.
What are your KPIs for your Content?
When taking the time to think of feasible goals can be the ideal starting place; identifying KPIs or critical indicators of success (KPIs) will ensure that you have clear, precise markers to gauge the success of your efforts, ranging from sales to revenue to SEO and traffic.
A number will accompany every good KPI. It. It could include (but not limited in) these:
Revenue Goals
Qualified Sales Leads
New Subscribers
Site Traffic
Search Rankings
Mentions, Shares, as well as comments (Depending upon the particular platform)
Remember that your KPIs will be unique to your company and the goals you set. Be sure to be specific. Remember that they are intended to assess success or even failures. These failures will occur, so it’s essential to be prepared for them so you can review your objectives and KPIs as needed.
Have You Clearly Defined Your Audience?
Who exactly do you want to write to? If you don’t know the customers, DOA is a thriving web content strategy.
The first step in determining your audience – comprised of people who subscribe to your email, website visitors, blog readers, and social media followers- is gathering demographic information. Knowing the gender, educational level, and age of your target audience, you can customize your content for thethoseere. Google Analytics, and the analytics tools provided by most websites for social networking, will provide important information about how your content is producing conversions.
There’s an excellent method to discover your target audience’s needs. Simply ask them. Customer feedback is a quick and effective method of determining whether your content is attracting attention.
Another crucial method to define your customers: creating buyer personas. This will help ensure that you’re writing for your particular audience (that’s correct, you may have multiple audiences) efficiently. Additionally, it helps ensure that all those who write your content are in the same boat. This is particularly important when using freelancers and contractors to produce content.
Is Your Existing Content Working?
Once you’ve got all this information, you’re likely chomping for the chance to get started creating new content. But before you begin, it’s crucial to examine the content your already own.
One of the first steps we’ll always go through with clients at the beginning of the process is to audit their existing content. Once you’ve got objectives, KPIs, and a clearly defined audience, you’ll likely have a range performing very effectively. It’s possible to double down on the content you’ve got. Just as importantly, get rid of any content that’s not adequate, and find any other gaps in your content.
What Types of Content Do You Need to Create?
Do you remember those buyer personas that you designed? It’s a good idea to look them up. The needs of these personas can help you figure out what types of content you should write. Creating content written specifically for specific stages in buying journeys is also crucial.
Content types include
Blog Posts
Videos
Webinars
eBooks
White Papers
Checklists
Infographics
The most potent tool we employ, in this case, one of our favorite tools, is SEMRush, which lets you search by the topic or site to gauge the shareability of your content. In addition to providing insights into content, SEMRush can offer information on influencers, competitor analysis keywords, alerts for keywords, and social engagement information.