As marketers, we’re all about developing and implementing effective content strategies. While we agree with Bill Gates that “content is king,” we also know that great content is nothing without a great strategy to promote it.
Effective content strategies vary based on a number of elements – a business or organization’s mission, audience, and goals, to name a few. Critical components typically include, but are not limited to: a website, social media, a newsletter, and a blog.
But no matter what your content strategy looks like, there are certain things you can and should do to ensure its effectiveness. Here are our tips:
Know Your Audience
When you’re developing your brand’s content strategy, it’s crucial to know your audience. And we’re not just talking basic demographics – take the time to look into their interests, the types of media they most frequently engage with, and their purchasing habits. The more you know about your target audience, the better you can tailor your content to their interests and needs.
Before you get started, think about what you’re trying to accomplish. Do you want to grow your following? Are you hoping to increase engagement? Looking to boost sales? When you take the time to establish your goals from the start, you can build your content strategy around them.
Develop a Voice
We’ve talked about the importance of honing in on your brand’s voice before developing and sharing social media content, but this advice really applies across the board. If you want to create a brand personality that your target audience can relate to, take the time to think through how you want to speak to them. Is your brand’s voice informal and colloquial? More professional? What kinds of words and phrases do you want to use, and which do you want to avoid? Think it through – it will make a noticeable difference.
When it comes to content strategy, consistency is key. Come up with a schedule for each element of your strategy, so you can be sure to deliver content at regular intervals. Messaging consistency is equally as important. When you put out a blog post, share it on social media and in your newsletter, if possible. If you update your website to reflect a change in brand positioning, do the same across all platforms.
Monitor & Adjust Accordingly
Once you’ve put the time into getting to know your audience, setting goals, developing a voice, and coming up with a plan for consistency, it’s time to monitor your strategy. Look at metrics and pay attention to engagement across all elements of your strategy. Then comes the most important part: Use what you learn to make adjustments to your strategy. Change messaging or timing, share more or less frequently. Try new tactics and pay attention to the response. Use the first few months after implementing a new strategy as a testing period – your strategy will be stronger for it.
No matter what your brand or organization, if you take the time to do these things when you’re developing and implementing your brand’s content strategy, it will be well worth it.
What are your personal tips and tricks for content strategy? Share with us! Let’s help each other be the best we can be. Here’s how you can share: