Creating a content strategy is challenging for many businesses. You know your customers and have the solution that they want, but how do you present your value proposition in a manner that will not make you look like an snake oil salesman? What will make your prospects tick and trust you to purchase your solution? It all boils down to content strategy. Your content needs to be valuable, engaging and directly address the timing and needs of your prospects to make them trust you.
Crafting a Content Strategy
Content strategy does not just mean producing blog posts, videos, podcast, reports, whitepapers, etc. for your customers. Instead, content strategy is the message you are trying to convey. Regardless of the content format that you use, your end goal should be to educate and appeal to the prospects to build trust and make them want to hear from you again.
You need to be strategic with your content to obtain results. You content strategy should focus on three things: analysis, editorial and architecture.
Let’s look at each of these focus points.
Analysis is thinking critically and planning your content strategy. The better you understand your content, the more you can tailor it to achieve the results that you want. If you already have some content, review it and determine whether it fits in your business’ objectives.
Look at the context of the content; is it relevant for your audience? When reviewing your content, ask yourself the following questions:
- How will the content help you to achieve your business’ objectives?
- How does the content align with your buyer personas?
- Does the content address the needs of your target market?
- What is the quality of the content? Are their obvious gaps or redundancies?
- What content topics and formats do you have?
- How do you plan to maintain or grow the content?
Content analysis will help you with ideas and insight on planning your next focus steps; editorial and architecture.
Editorial relates to the audience that will be consuming your content. Consistency in your content strategy will enable your audience to identify with it. Look at a website Mashable, the editors write tech and social media content that can be easily digested even by users who are not enthusiastic about technology. On the other hand, a website like Business Insider heavily supports its content with numbers. The target audience is more business focused and likes to see numbers, charts and other supporting data.
To plan your editorial plan, determine the following:
- Who will be responsible for what content production?
- What standards your content should adhere?
- What topics your content should cover?
- The style and voice of your content?
- At what frequency should you be producing content?
Architecture refers to how your content strategy is structured and made available to prospects. After creating your high quality content, make it easier for your prospects to find it and search engines to index it.
Having call-to-action (CTA) and landing pages is important in architecting corresponding content. With CTAs and landing pages, you can educate your prospects through content and direct them to your funnel if they are interested. You have the chance to capture their email addresses and assign them to the relevant part of the sales funnel based on which content they have been enjoying.
Content strategy is about your message and how you deliver it to your prospects. If you are not good at producing engaging content, partner with a marketing expert to help you craft pieces that will convert your visitors to leads.