Content marketing can be a meaningful way for brands to establish relationships with their followers and drive sales for their business. Though if you’re going in without a detailed content marketing strategy, the whole process can quickly become redundant.
With the wide assortment of benefits that come hand in hand with content marketing, the process deserves to be done right – and that means taking the time to put together a content marketing plan.
Are you interested in getting into the content marketing game? This article will dive into 9 simple steps you can take to get started with your content strategy.
What Is Content Marketing?
Content marketing is about creating and sharing valuable online materials with a specific target audience to gain their attention.
The higher purpose of a content marketing plan is to drive sales, though the process can also increase brand awareness, increase website traffic, build customer trust, and improve SEO. And that’s only scratching the surface.
A content strategy can be extremely versatile, as businesses can choose between many forms of content to get their message across. This includes videos, blog posts, infographics, podcasts, ebooks, quizzes, templates, and heaps more.
The best part? Beginning with content marketing is easy. Here’s a 9 step content marketing strategy to help get you started.
How To Make A Content Marketing Plan
Assess Your Current Content
Before diving straight into brainstorming a content creation strategy, assess what you currently have with a content audit.
Gather all of your content. Whether they’re blog posts, videos, photos, or infographics – assess what content has worked best for you in the past.
Whats had the best engagement with your audience? What caught the most attention? What didn’t do so well?
Understanding your past content will help you figure out the areas your business excelled and where you need to improve.
One of the most important steps of your content marketing strategy is to set goals and objectives.
What do you want to achieve with this content strategy? Try to be as specific as you can. Do you want to boost traffic on your website? Enhance social media engagement? Increase online sales?
Once you have a clear goal, set yourself a series of KPIs (key performance indicators) to help measure and track your success. For example, if your goal was to reach a yearly revenue target, make a note of monthly and quarterly targets to help keep you on track.
With a clear idea of what you want to achieve with your marketing plan, you can move onto the next step.
Understand Your Target Audience
A successful content strategy depends on having a proper understanding of your target audience. From here, you can tailor your content to reach and impact them.
Luckily, there are plenty of ways you can gain a deeper understanding of your target audience – starting with analytics. Tools on social media and the web can help you to see your audience’s gender, age, general region, and interests.
Once you have an idea, you can start asking your audience for feedback. After all, who knows more about your audience, than your audience? Ask them how they feel about your current posts and what they’d like to see on your page.
These tactics will help you understand the kind of content your audience wants to see from you.
Figure Out Your Content Channels
You’re going to want to post the content where your audience will see it.
While you’re developing a better understanding of your audience, you’ll also be figuring out what social media channels are working best for your brand
Whether it’s on Facebook, Twitter, Instagram, or LinkedIn, focus your attention toward expanding what’s already working for you.
Determine The Type Of Content
By auditing your content inventory in the earlier phase of your content creation strategy, you should have a rough idea of what type of content resonated best with your audience.
Otherwise, if you’re playing with the idea of content marketing for the first time, there are plenty of content forms with a reputation for success. For example, videos are a popular form of content, boosting engagement, keeping people on your site for longer, and increasing conversions.
There are some familiar essentials to most content marketing strategies, such as blog posts. They are sharable across many social media channels and yet they live on your website, making them a great tool for driving traffic back to your web page. Not to mention, they are also valuable for SEO – it’s a win-win.
Aside from videos and blog posts, there’s podcasts, infographics, ebooks, webinars, quizzes, and heaps more to choose from. Roll out a few of these content forms, see what yields the best results with your target audience, and focus on what works.
Though it has taken a fair bit of planning, it’s finally time for the good stuff: content creation!
Now is the time to starting writing the blog posts, shooting the visuals, and preparing them for upload.
Although this creation phase can be exciting, just remember to keep your target audience in mind. The content is for them after all. Make sure you use a proper tone of voice, as well as a visual aesthetic to properly convey the brand’s message and values.
Filling out a content calendar is a time-consuming process, and yet it’s something that can’t be rushed. If you are pressed for time but want to implement your content creation strategy properly, you may want to consider bringing a content creator on board.
Stick To A Content Calendar
One of the great pitfalls of a brand’s social media page is inconsistent posting. It’s so easy to fall behind and lose motivation. This is why you can’t underestimate the power of a content calendar.
A content calendar can help you to keep track of when the content needs to be posted and on which platforms. On top of this, you can also keep track of upcoming holidays or sales to plan your content accordingly.
Especially if you intend to post lots of content, a content calendar can help you stay on top of everything.
Analyse The Content
As you begin to roll out your content marketing plan, it’s important to regularly check in with your analytics. Take a look at what’s working best with your target audience.
Social media and web analytics are a great tool for this. It helps you to review a post’s reach, engagement, impressions, conversions, and more.
With this information by your side, you can tailor posts to further suit your followers and maximise the success of your content marketing strategy.