Content Strategy

Content marketing simply means providing valuable information for an audience.  This can be in a variety of forms, but it should be relevant and add value to the reader (or viewer). THey key to a content strategy is to have a plan to deliver relevant, valuable, and consistent content to attract and retain your audience. 

Content marketing is essential for any business who is seeking to attract and retain an audience online.  When done well, you will see a variety of benefits which may include:

The beauty of content marketing is that it is very diverse.  Yes, blog posts are a key to content marketing, but it can also include video, images, and anything else that helps others learn about your business and adds value to your specific topic.  

The ultimate goal is to drive traffic and sales, but if that is your focus you might be starting off on the wrong foot.  Your focus for content marketing should be the audience, not your business.

Your content strategy should focus on the following:

• What problems does your audience have (related to your topic or industry)?
• How does your knowledge and experience help them solve those problems?
• Where does your audience turn for answers?  

Solving Problems

No matter what industry or type of business you have, your business solves problems.  Many businesses make the mistake of talking in terms of features, price, or where to find the products and services.  While this has a place, it should not be a basis of your content marketing strategy.  Content marketing should clearly talk about solutions to the problems in your industry.  

Knowledge and experience

If you own a business, you are obviously skilled and have experience in a certain topic.  By sharing this knowledge and experience you have the opportunity to connect with an audience and build loyalty.  If you offer helpful knowledge and advice, you will build loyalty form others that are searching for help.

Location, location, location

Effective content should be delivered where your audience turns.  Do they learn from videos?  Creating and sharing high quality videos should be a cornerstone of your strategy.  Do they read articles on certain websites?  Consider partnering with the sites they visit frequently.  Be creative in identifying the places your audience uses to learn and get help.

Developing great content is not as easy as it may sound at first.  Great content should help your audience learn and grow while also optimized to get found in search results.  

1. Audit what content you currently have
2. Identify your key topics
3. Research the problems users have
4. Find your voice
5. Create Clusters and relate content together
6. Create a schedule and assign responsibilities

Once you have great content, getting it found is the next big hurdle.  As we all know, if nobody can find your content, it does no good.

• Optimize for search engines
• Connect with industry experts
• Guest Blog
• Repurpose older content
• Leverage social