Before you start posting, sharing and publishing different types of content, you should develop a holistic content strategy. Even the best content is in need of a clearly defined goal in order to be able to determine if the all the work has eventually paid off. Furthermore, it is very helpful to create a so-called persona, meaning a stereotypical costumer, to get a clear vision of who your target audience is that you are producing content for.
These are my three steps in developing a content strategy.
HOW IT IS DONE IN REAL LIFE
I successfully developed a content marketing strategy for my client A+E Networks Germany, including a new blog. I am still part of the editorial team managing the blog and its performance.
1. BRIEFINGBefore I start developing a strategy, I have to know a few crucial details: What are your goals for the content marketing strategy? And what resources are available? The goals of content marketing are extremely diverse: Getting new customers, increase customer loyalty, generate more leads, establish thought-leadership or better Google results are some of the most common goals of content marketing strategies.
2. ANALYSISBased on the briefing, I will learn more about your company: Which types of content have already been created and how did they perform within the target audience? What content is very appealing to your social media followers? And are there any promising yet unused content channels? These are only a few of the questions I consider while conducting my analysis.
3. STRATEGYTime for some fun: After finishing the analysis, I start to create an individual content marketing strategy. This includes first tangible content suggestions, a thorough content plan and the different recommendations. Depending on the goal and the available resources, I adjust the focus of the strategy accordingly – and look for helpful performance indicators to measure the success of the content marketing strategy.
ARE YOU READY TO GET SERIOUS?
Do you have any questions? Let’s talk. It is very important for me to get to know my clients and to understand the individual challenges and workflows of different companies. That is why our first talk will always be free of charge.