Published under: Content Creation

We all know that providing great content is critical to building your online presence and increasing brand photo-1429041966141-44d228a42775-1awareness. Epic content drives traffic to your site and significantly impacts conversion rates. It also helps to establish your standing as a Thought Leader in the industry and creates long term growth.

Developing a content strategy is a crucial part of a predictive marketing strategy. Comprehensive content strategies ensure that each piece produced supports your overall growth goals by researching what works for your audience and implementing learnings along the way.

Content is more than just blog posts; it encompasses everything from product pages to eBooks, infographics to webinars and mobile apps to videos. In short, it is everything you produce that is not your core product offering and acts as a roadmap that guides your potential clients along the path to becoming long-term customers.

Over the next two blog posts we will cover seven steps to take to get your content strategy underway:

  1. Define your content goals.

With so many content options it is important to clearly define the purpose of each piece and ensure that it supports the overall business goals. Is the primary goal of your webinar to inform potential clients about the industry or do you want to speak specifically about your products? Are you using your videos to demonstrate the value of your service or does the audience need to understand the larger impact of a partnership?

  1. Know your audience.

It is almost impossible to overstress the importance of knowing your audience in relation to creating a content strategy. A clearly defined buyer persona determines both the tone and context of your content. It guides the message and demonstrates your ability to meet the needs of potential clients in addition to creating an expectation of value.

  1. Review existing content.

Start by taking stock of what is already on your site and posted on your social media channels. Catalog your inventory and evaluate each piece in terms of how it provides value to your audience and how it supports your business goals. Review analytics and decide if a piece should be retained, removed or re-worked.

Be sure to look out for Part II of this post to learn what to do with all of the great information you have obtained in steps 1 through 3.

Related Posts

The Art of Video Marketing

What You Need to Know About Content Personalization

What is Risk Averse Marketing?