Content marketing strategy is a big term that’s used to describe everything across the content lifecycle, from idea to expiration and all the steps in between. But without a driver, your content will never get off the ground. Get to the why behind your content strategy. Here are some tips on where to start:
What do you want?
This may sound like a huge question, but content strategy in it’s most simple form is an extension of your marketing strategy, if you don’t have a marketing strategy, you’ll struggle to prove success in ANY activity.
The content strategy is the bridge you need between your marketing strategy and your tactics, which we’ll come onto in a minute.
With these objectives, you can start to set measurable metrics and KPIs to help you judge success and identify areas of improvement. We’ll cover this in a future blog post :).
Every good strategy needs action and implementation and that’s exactly what the perfect content plan brings you. It’s time for timelines, accountability and progress. Delegate the writing to your team and get different viewpoints on topics which also helps position your team as thought leaders and showcase your internal knowledge, which we’ll talk about a little later on.
Key Factors in Your Content Marketing Strategy
Who you are writing for is the most important factor in your content marketing strategy. What is their personality type and where do they spend their time? There are elements of their personality that you can pull on strings with humour and industry terms.
Experiment with content types
There may well be gaps in the industry for you to start a specific content type, a YouTube series, a Podcast, mini-infographics and snapshots. By researching the industry and identifying where the content gaps are you can build a content Kingdom.
Building a content strategy is a great opportunity to showcase your internal thought leaders. They don’t have to write the content, just list out bullet points or do interviews from which you can craft into expert insights that you can transpose into your content strategy.
Your team need to see the value in your marketing efforts to get involved, and getting buy-in from a higher level is an absolute must. If your team are still against writing content for your organisation, consider sourcing an industry expert to pull together a short content series.
Content strategy is more than just tactics, and it feels like we’ve touched on it here, but to go a little deeper, talk to one of our industry experts on how to make content marketing work for you.