5 Questions to Ask Before Drafting a Content Marketing Strategy
Creating a content marketing strategy takes a lot of resources. So, before you start drafting your plan, you want to make sure that you have all the key elements are in place to create a successful implementation. Here some questions that will help to clarify the content marketing strategy.
Question number one
What are your goals for focusing on content strategically?
Are you looking for page views? Do you care more about time on site? Are you looking to generate leads or boost subscribers? Knowing what you're going to be measuring is key to evaluating the success of your program
Question number two
Who is your target audience for this content?
You don't want to make the mistake putting the time and the energy into creating awesome content, and your audience just isn't interested in. Think about who they are, what their job is, how they behave or even how many kids they have. This gives you an idea of what kind of content they want to read, watch, or listen to.
Question number three
Do you understand your target audience?
Now that you know who your target audience is, think deeper than demographics. This will help you not only understand what your audience wants to ingest but how they want to ingest it. Think about what they do every hour of the day. Do they take the subway? Then maybe they prefer video content with captions so they don't have to put the sound on. Do they have an hour commute in traffic every day? Then podcasting is probably their favourite way to ingest information. Put yourself in their shoes to get a better idea of what they like to consume and how.
Question number four
What are your competitors doing?
It's best not to harp on your competitors, but it's good information to have when thinking about your content. Look at your more successful competitors and see what's making them successful. What are they doing that's interesting and out of the box? But instead of copying your competitors, find out what they are not offering that your audience wants.
Question number five
What support does your marketing team need to execute this content strategy?
After you have some the idea of what kind of content you'd like to create, you need to make sure you have a team that can execute. I'm sure you all have natural writers and even photographers on staff. Allow your staff to work on the things they're good at, and then hire out the other stuff.
The rise of digital technology has changed the customer buying behaviours. He/she could search globally and purchase goods and services from anywhere. To succeed, as a business, in this new era, you should shift your marketing efforts to inbound marketing, and content marketing is the key to achieve this strategy.
Ultimately, by “giving away” your knowledge via content, you’ll position your company as a trusted source of information, demonstrate expertise and build trust.
Do it right and your turnover will increase, do it wrong and your content will have the lifespan of a tweet.