‘Content is king’ is a popular maxim among marketers and those in the business of online promotion – but what use is good content if you don’t have a coherent content strategy to back it up?
Your content conveys your business’ messages, helps to emphasise your brand and can help to turn leads into conversions. But a strategy-less, scattergun approach to content can do more harm than good, presenting your business as inconsistent and confused.
If you really want your content to rule over all it sees, here are some top tips to building a strong content strategy for your business:
4 steps to building the perfect content strategy
Know your audience
First things first – who are you writing your content for, and what’s the purpose of the content that you’re creating?
By getting a better understanding of who you’re writing for, you’ll be able to relate to them more effectively, which is always crucial in a content strategy. Start by creating buyer personas. Research your target audience and draw up an ‘avatar’ that represents them. How much do they earn? Are they self-employed? Do they rent or own their house? Do they have kids? What hobbies do they have?
Once you’ve developed a number of key personas that you want to target with your content, you can move onto the next step…
Confirm your keywords
Now that you know your audience, you need to figure out what it is they’re searching for. If you want to boost the traffic your content is getting, you need to be covering topics that are relevant to your audience – topics that they’ll be actively searching for.
Identify the most effective content type
You have your audience persona, and you have your keywords – now you need to figure out which type of content your target demographic is most likely to respond to.
There’s plenty of research about this online, and much of it is common sense. If young people are your target market, consider making social media (and especially youth-dominated platforms like Snapchat) a crucial strand of your content marketing strategy.
If you’re targeting professionals or the self-employed, you might find more success in webinars, eBooks and industry publications.
Develop a personality
Creating content with a strong personality doesn’t happen overnight – but it’s something you should keep in mind as you’re devising your content strategy. Your content needs to have an identifiable voice that speaks to your audience.
Content consumers are much more likely to gravitate towards an identity that resonates with them – and with your audience personas already finalised, you shouldn’t have too much difficulty developing a distinct personality that is present across all content.