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Creating a Winning Content Marketing Strategy | Stella Mwangi

Do I really need a content marketing strategy? What for?

As an online business, you cannot escape selling your content. Unlike a brick and mortar business that can pin up ads on street corners or on the local daily, your online business depends on how well you can use content to grab your target audience’s attention.

Content is definitely still king. But what’s good content if you can’t get your audience to see and make use of it?

The trick to making content work for your online business is to market your content right.

So how do you do this?

 

Jumping straight into selling your content without a content marketing strategy is setting yourself to fail. Here's how to create a winning strategy for your content!

 

You know how you fully understand where you want your business to go and how to get there? The same lies in content marketing. You need a winning strategy.

A content marketing strategy is important because it tells you what content to create, when to create it, whom to create it for and how to distribute it.

Tips on Crafting Your Content Marketing Strategy

Here are 4 actionable tips on how to create the best content marketing strategy for you:

1. It’s All about Your Target Audience

You can have the best content ever but it will all be in vain if you don’t consider who you want to reach out to. You have to conduct a research on your audience to find out what information is important to them and how to get the information to them and on time. This information will help you aim the message you are sending out in a better-packaged manner.

Actionable Tip: Post a quick question on your Facebook page or groups where your audience hangs out inquiring about their areas of difficulty or the kind of related content that they find most useful. An email survey could also be helpful. Formulate blog topics from the answers collected. 

2. Goals, Goals, Goals!

Just like any other plan, your content marketing strategy will require you to set and document the goals you aim to achieve. This way, your marketing messages will be tied to a particular goal instead of sending aimless messages out without anything that you hope to get from them.

The goals you set should be smart, measurable, attainable, relevant and time-bound (S.M.A.R.T). They may include aiming to increase engagement on social media, increase the number of visitors to your online platforms or increase sales.

Actionable Tip: Write down all the things you want to achieve with your content. Then come up with good content centered around those goals. This could include engagement, building an email list, keeping your audience updated, selling a product etc. 

3. Match Your Content to Your Audience

As you research on the interests of your target audience, you will find out what content your audience is looking out for. You’ll also realize that there are different types of content with different objectives. For instance, if you want to increase brand awareness, you might want to create content such as how-to tutorials, viral social media content or blog content from experts.

If you aim to drive more traffic to your website, you may want to create guest blog posts, product reviews, paid ads on social media or podcasts and interviews. Whichever type of content you chose, make sure it matches with your audience.

Actionable Tip: Segment your audience in terms of content needs and then match an objective to each segment. This will help you create useful content that can be used for different lead pages targeting a particular segment.  

4. Content Promotion

Online business owners succeeding in content marketing agree that content promotion is a vital part of your content marketing strategy. You need to take into consideration how you will promote your content as well as how much you may be willing to pay for content promotion.

One popular method of content promotion is by using social media. Promotion by using social media can occur in any of the three or a combination of all of the following categories:

  • Paid social media
  • Owned social media
  • Earned social media.

Earned social media happens when your content is shared, liked or mentioned by other people. Owned social media involves using the company’s social media platform to push your content. Paid social media is simply ads on social media.

Actionable Tip: Take a look at the social media platforms that you have and find out which platforms works for which type of content. If you have a budget for ads, then start advertising your best blog posts. 

All of the above tips are important factors to consider when creating your content marketing strategy. Once done with your strategy, don’t forget to create original content and share it to the right audience using the right channels and at the right time. Additionally, you may have the best plan but failure to execute it will not give you the results you seek.

Stay tuned for next week’s post where I’ll show you how to create a content schedule to help your blog stay updated.

Share your thoughts on this article with us in the comment section below!