When done correctly, content marketing can have a massive impact on lead generation, sales completion and increasing your organisation’s ranking on Google and other search engines.
And just like any other element of your business, one of the keys to successful content marketing is a fully developed strategy that considers all factors.
Different marketers have different approaches but all marketers consider the following 8 questions when developing their strategy.
Answering these questions will provide you with vital information about your strategy and how it should be tailored to achieve maximum results.
- What is the purpose of this campaign? Do you want to drive leads, increase website visitors or promote a product? Determine the major and minor goals of the campaign.
- Who is your audience? Identify the various members of your target audience and their defining characteristics (sex, age, location, occupation etc.).
- What is your audience saying? Market research is an essential element of any well-developed marketing strategy. The more you know about your audience’s interests and dislikes the easy it will be to design an appealing campaign.
- What are you competitors doing? Review competitors’ content marketing campaigns to see what they are doing right and what they are doing wrong. This information will be invaluable when it comes to creating your own campaign.
- What content do you currently possess? Review every channel and each piece of content used by your business. From websites to blogs, social media and e-books, assess all of the content currently in your possession and determine what channels and forms will be best for the campaign.
- Who will produce your content and how often will you publish? These two go hand in hand as you’ll likely task the person in charge of creating the content with distributing it e.g. the copywriter who writes the blog should also publish it as part of a weekly content schedule.
- Who will maintain the content? While you may task a number of employees with the creation and distribution of your content, it’s advisable to appoint one person to oversee the entire campaign and ensure all parts are working in unison.
- What’s the destination? Once you’ve considered the above you can start to think about the results you want to achieve with your campaign. Spend some time investigating into your previous campaigns and come up with some realistic targets to acquire e.g. increase website traffic by 5 percent over a month.