Published under: Content Creation

In the previous post, we discussed the importance of creating a comprehensive content strategy and photo-1432836431433-925d3cc0a5cddescribedthe first three steps to take to create your own strategy.

Here is a look at the last four steps of the process:

4. Fill in the gaps.

With a good handle on your content inventory turn your attention to those areas that are running slim. If you consistently use a specific term in your product pages yet continually get questions from potential clients regarding its definition, create a few blog posts or videos (or both) to explain the term. Not only will this demonstrate your mastery of the subject but it will also prove to be a valuable educational tool to which you can point future inquirers.

5. Document your process.

After completing the first four steps you will understand your content goals, audience needs and content needs. Document your findings and use this information to develop a clear path for filling in the gaps with content that supports the business goals and feeds your audience.

6. Plan to promote.

The best content in the world is useless if no one ever sees it. Develop a clear strategy for promoting your content across several channels. Utilize existing analytics to determine the best way to get the right content into the right hands. Use clear calls to action (CTA) to capture contact information.

7. Track results and use what you learn.

Releasing content without keeping tabs on its impact means that you will never have the information you need to make strategic content decisions in the future. You may find that your audience responds best to infographics on your LinkedIn feed but is more likely to respond to long-form blog posts on your site. Tracking the impact of each piece will help you know what is working and what needs to be changed.

When implemented as part of a comprehensive predictive marketing effort, a clear content strategy supports long-term, reliable growth.

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