On the blog, we’ve discussed how to develop a content marketing strategy before starting to write for years.
But when I bring this up in conversations, I find that the first question asked is almost always:
“Er, what does an in-depth, documented content marketing strategy actually look like?”
Let’s answer that exact question.
Develop a content marketing strategy with these 10 vital elements
Here are my suggestions for 10 crucial components to consider when learning how to develop a content marketing strategy.
While you’re on your path to becoming a freelance writer, you might have some other ideas. If so, please share them in the comments section.
#1: Document the Who
As the saying goes, “you can’t manage what you don’t measure.” The same is true for your content marketing strategy. You need to document who is responsible for what in order to make sure your strategy is on track and producing results.
Start by mapping out the different types of content you want to create and who will be responsible for creating it. This could be blog posts, eBooks, infographics, webinars, etc. Then, assign someone on your team to each type of content.
Next, you’ll want to establish a process for reviewing and approving content before it’s published. This will ensure that all of your content is high-quality and aligned with your brand voice. Decide who will be responsible for reviewing and approving each piece of content and add this step into your process.
#2: Explore a big idea
As a small business owner, you may be wondering how to develop a content marketing strategy that works. Content marketing is a great way to connect with your customers and build relationships. However, it can be difficult to know where to start.
Here are a few things to keep in mind as you develop your content marketing strategy:
- Who is your target audience?
- What kind of content will resonate with them?
- How often should you be creating new content?
- What platforms will you use to share your content?
- What goals do you hope to achieve with your content marketing strategy?
#3: Identify 3–5 key supporting ideas to help you create a content marketing strategy
When it comes to developing a content marketing strategy, there are a few key ideas you should keep in mind. First, you need to identify your audience and what they want to see from you. Second, you need to create content that is engaging and relevant to your audience. Finally, you need to promote your content so that it reaches your target market.
If you can keep these three ideas in mind, you will be well on your way to creating a successful content marketing strategy. By taking the time to understand your audience and create content that meets their needs, you will be able to build a loyal following that will help support your business goals.
#4: Find the paths to purchase
As the digital world continues to evolve, so do the ways that consumers purchase products and services. In order to keep up with these changes, businesses need to develop a content marketing strategy that takes into account the various paths to purchase.
There are a number of factors that influence a consumer’s path to purchase, including their level of interest in a product or service, the perceived risks and benefits, and outside influences such as family and friends. By understanding these factors, businesses can develop a content marketing strategy that resonates with consumers and leads them down the path to purchase.
One of the key components of an effective content marketing strategy is creating buyer personas. This involves developing profiles of your ideal customers based on their demographics, interests, and needs.
#5: Design cornerstone content
Designing cornerstone content is an important part of developing a content marketing strategy. Cornerstone content is the foundation upon which the rest of your content marketing strategy will be built. It should be high-quality, evergreen content that will attract and engage your target audience.
When designing your cornerstone content, keep these tips in mind:
- Make it evergreen: Evergreen content is timeless and relevant no matter when it’s read. This type of content will continue to drive traffic and engagement long after it’s published.
- Keep it high quality: Your cornerstone content should be well-researched and engaging. It should offer value to your readers and help you build trust and credibility with your audience.
- Keep it targeted: Your cornerstone content should be focused on your target audience.
#6: Recommend different content for different purposes
Different types of content serve different purposes. A blog post might be informative, while an infographic could be more visually appealing and shareable. A landing page might be designed to generate leads, while a whitepaper could be more comprehensive and in-depth.
Developing a content marketing strategy means understanding what kinds of content will best serve your goals. If you want to increase brand awareness, for example, you might focus on creating shareable content that includes your brand name and logo. If you want to generate leads, on the other hand, you’ll want to create content that’s compelling and relevant to your target audience.
No matter what your goals are, there’s a type of content that can help you achieve them. By understanding the different purposes of various types of content, you can develop a content marketing strategy that gets results.
#7: Sketch out sequences and funnels
As a marketer, you know that in order to create a successful marketing campaign, you need to have a clear understanding of your buyer’s journey. But what does that mean? In short, the buyer’s journey is the path that your potential customers take as they move from awareness of your product or service to purchase.
To map out the buyer’s journey, you need to understand what happens at each stage of the journey. Here’s a quick overview:
Stage 1: Awareness
At this stage, buyers are just becoming aware of their problem or need. They don’t yet know about your solution.
Stage 2: Consideration
At this stage, buyers are considering their options and looking for more information about potential solutions. They may be comparing different products or services.
#8: Uncover opportunities for repurposing in your content marketing strategy
Are you looking for ways to get more out of your content marketing strategy? If so, you’re in luck. There are many opportunities for repurposing your content to reach new audiences and achieve your business goals.
Here are three tips for uncovering opportunities to repurpose your content:
- Know your goals. What do you want to achieve with your content marketing strategy? Once you know your goals, you can identify opportunities to repurpose your content to help you reach them.
- Analyze your audience. Who is your target audience? What kind of content do they consume and engage with? Knowing your audience will help you determine how to best repurpose your content for them.
- Evaluate your existing content.
#9: Craft smooth transitions
As a business owner, you know that a content marketing strategy is key to success. But what you may not realize is that developing smooth transitions between pieces of content is just as important.
By taking the time to craft smooth transitions, you can keep your readers engaged and ensure that they continue reading until the very end. Here are a few tips to help you get started:
- Start with an attention-grabbing headline.
- Use strong transition words and phrases.
- Clearly identify the connection between each piece of content.
- Make sure your overall message is clear and concise.
- Edit for grammar and clarity before publishing.
By following these tips, you can develop smooth transitions that will keep your readers engaged from start to finish. So what are you waiting for?
#10: Give advice that’s unique to you
As a content marketing strategist, I’m often asked for advice on the best way to go about developing a content marketing strategy. While there are many factors to consider when crafting a content marketing strategy, here are three pieces of advice that are unique to me:
- Don’t be afraid to experiment.
There’s no one right way to do content marketing, so don’t be afraid to try new things and experiment with different approaches. What works for one company may not work for another, so it’s important to find what works best for you.
- Always be prepared to adjust your strategy.
Your content marketing strategy should be flexible and able to change as your business grows and evolves. Be prepared to regularly review and adjust your strategy as needed in order to keep up with the latest trends and best practices.
- Keep an eye on your analytics.