: 14th Jul 2022 : Lovetto Nazareth
Techniques for Creating an Effective Content Strategy for Your Company
Table of Content
- What is the definition of a content strategy?
- What are the techniques for developing a content strategy?
- What are the steps for defining a user’s search intent?
- What are the methods for creating a content plan and strategy?
This post will teach you how to develop a successful content plan, regardless of whether you're currently releasing shallow content without a strategy or you already have one that you'd like to improve.
But first, let's define a content strategy and discuss why you should include one in your marketing plan regardless of the sector you work in before giving you our step-by-step guide.
As a member of the Prism Digital Organic team, creating a content strategy for our clients is one of our main priorities. How do you ensure that your content stands out from the competition when more and more organizations are realizing the value of a content strategy and investing in them?
What is the definition of a content strategy?
A content strategy outlines how you will use content to suit the requirements of your users and advance your company objectives. Instead of using the "throwing it out there and hoping it sticks" method, it enables you to deliver the appropriate material to the appropriate audience with specific goals in mind.
In order to stay on top of your customers' requirements, wants, and demands at every level of the user funnel, your content curation strategy shouldn't be something you implement once and then let gather dust.
Techniques for developing a content strategy
Every plan for creating digital content must start with a discovery phase that involves the following activities:
Define your objectives
Content is just noise if there are no clear objectives. Consequently, stating your goals should come first in any content strategy you develop.
Businesses have a wide range of objectives, but a few high-level examples are as follows:
Profits and Sales
Convincing potential consumers that you are the greatest brand to work with, that your products and services are ideal for them, and that your people are a good fit for what they are producing is the goal of revenue-driving content.
There are numerous other ways you leverage content to create leads, including e-books, how-to manuals, email subscriptions, white papers, templates, and special events. They are all concealed behind a "wall," which unites them all.
You can do this to gather information about your clients, like email addresses. Make sure your request won't be overly intrusive. For instance, we often suggest avoiding asking for phone numbers unless it is absolutely necessary. Try out various forms to see which ones your clients respond to the most.
Increase Brand Awareness
Branded content focuses on your company's values and what sets you apart from the competition rather than just touting your goods and services.
Make material that explains your beliefs and the principles that define your brand to potential customers. Why should consumers pick you above your rivals?
Thought leadership, which is closely tied to branded content, is about establishing your brand as an authority in your niche. If achieving this is your goal, your material will emphasize demonstrating your thorough knowledge of the industry and your target audience.
You will present fresh ideas and special knowledge. Instead of merely repeating what your rivals or other opinion leaders have stated, add something unique to the discussion.
Content for customer education gives consumers relevant information about a good or service. If achieving this is your goal, your content will still have an indirect impact on leads or sales by demonstrating to readers that there is a solution to their difficulties.
You may have observed that traffic was not included in the list. This is due to the fact that properly researched, widely distributed, and SEO-optimized content will naturally increase traffic.
Define your target market.
Researching your customer or buyer personas is essential if you want your plan to be successful. When it comes to the essentials, these are the inquiries you should pay attention to:
- Who do you hope to influence?
- What interests your audience?
- What are the aches and pains?
- What information do they prefer to absorb, and how and where?
The structure and resources of your organization will determine how you collect this data. Use existing customer research and personas (as long as they're still applicable, that is) if it is possible.
Speak with the staff members in your call center and customer service areas, look at what your audience is saying about your business on social media, read the reviews they leave or conduct a poll to learn more.
Analyze your content.
By saving you time, doing a content audit will benefit your content strategy. Instead of a thorough rewrite, certain content elements could just need a little adjusting or updating. Or a number of brief pages that can be compiled into a thorough manual.
You can utilize this knowledge to guide your content strategy and make sure that everything you do moving ahead is supported by statistics if you also know what's working and what isn't.
Audit your competition.
You need to do a thorough competitor study and have a solid grasp of your industry's major players if you want your long-term content development to be effective.
Look at what your rivals are doing. What do they excel at? What kind of content formats do they employ? What kind of interaction is their content generating? What qualities do you have?
From an SEO standpoint, you can look at your competitors' best-performing content and conduct a keyword gap study using tools like Semrush. Additionally, manual analysis is quite beneficial.
At this point, it's important to keep in mind that your actual competition could not be the same as those you face in the search engines. Depending on the product or service you're concentrating on, you can possibly have several rivals.
Perform a keyword search
One of the most crucial tasks to do before beginning a content strategy is keyword research. In order for the content you produce later on to rank well, you must make sure that it is driven by search phrases you are aware people are using.
Define the user’s search intent
The user funnel should be taken into account when analyzing search intent. People search in a variety of ways, which reveals the course of action they wish to take.
Awareness: Searching for information and trying to educate oneself on a certain subject. This could be a word that, for instance, covers "how to..."
Consideration: When a member of your target market is looking for more details about a good or service. They may be comparing businesses even though they are not yet prepared to buy. They are either conducting a commercial or navigational search.
Conversion - These keywords will clearly demonstrate the user's goal as they are likely, to begin with, "buy," for instance, and they will be searching for your product or service sites to access in order to make a purchase or sign up for a service. They are searching for a transactional goal.
Define content types
By this point, you ought to be clear on your objectives, the audience you'll be speaking to, their wants, and the advantages and disadvantages of your rivals. When you combine consumer demands with your brand's knowledge, goods, and services, you really start to tie everything together.
Remember that content relates to a wide variety of formats and types of information, from video and graphics to podcasts and case studies, even though copying may be the simplest and fastest to prepare. Pick an option that will best serve your consumers and help you achieve your objectives.
When you fully comprehend everything, it will be time to enter the implementation phase and develop your content strategy.
How to make a content plan and strategy?
A content plan essentially outlines what content you intend to post and when. Everything from editorial content alone to rich assets like video and social media content can be included.
The following are the main advantages of utilizing a well-organized editorial calendar:
- Enables you to organize your content around important events, dates, and product launches and to plan ahead
- Provides a clear picture of what is approaching so that you may set aside enough time to do all the essential preparation.
- Helps you maintain consistency since you can quickly identify any gaps and replace them appropriately.
Improving your content strategy
Keep in mind the objectives you outlined in the first stage. The correct metrics will be simple to choose and analyze if you went into this process with defined content strategy objectives in mind.
The three primary types of content Key Performance Indicators (KPIs) are as follows:
- User activity: traffic sources, page visits, pages per session, bounce rate, dwell time, and time on page
- Sentiment: remarks, likes, shares, and mentions
- Conversions: Leads, conversion rate, and return on investment
We advise keeping reporting basic and not going crazy with the data you track and analyze, especially if you're just getting started. Instead, concentrate your attention on the essential factors that will help you gauge how near you are to achieving your goals.
Your content plan shouldn't be something you design once and then set aside to collect dust, as was previously stated. Make sure you are reviewing your content strategy at least every six months because it will alter and expand as your business does.
Do you need help coming up with a solid content strategy for your business? Prism Digital's content specialists can help you improve your strategy. To speak with a member of our team and learn more about Content Management or any of our other services, get in touch with us right away.