How to develop a content marketing strategy
The key to Content Marketing lies in the added value we give our user, but for that value to be real, it is important that we always offer the best and treat it as unique.
Lets start by the beginning. What is content marketing? Simply create and distribute content that attracts and converts our target audience. (and "simply" is saying a lot).
As the great Joe Pulizzi describes:
"Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience - with the objective of driving profitable customer action" (Joe Pulizzi)
Content marketing is impossible without a good strategy so we will explain the steps necessary to design your strategy with a series of simple questions that you must do to define it safely.
How to make a content strategy? Know your current situation
Who am I and what do I do? Analyze who you are, what needs you have, what kind of products or services you offer, at what price, who your target is and what points of contact you have with your customers. Analyze your competition What kind of content are you doing? What actions and how do you position yourself in social networks? How do you communicate with your followers and your fans? How often do you publish a content? Do not forget to measure your volume of followers and fans, subscribers or any other indicator that may be relevant to understand in which market you move. What is said about you? Your reputation is key to understanding how our brand or company is valued on the Internet, who talks about it and what is spoken about it. Define your goals
Our content strategy must always have one objective (or several). To do this, we have to answer a simple question: What do I want to achieve with this strategy? The answers can be very varied. Generate a greater community (or more active), increase sales, improve reputation, visibility, increase traffic, etc. Know your target
Ask yourself questions about your target audience: Where is it? How old are you? What interests you? How do you find your content? Collect all this information and once you have it, create people that will help you to better understand your audience.
How to create a person to develop your content strategy?
Put your name and surname: give it a personality.
Check your background: gather the basic details, such as your position or what you do, where you work, your hobbies, educational level, etc.
Your demographics: where you live, your age range, gender, your income ...
Personal information: what things characterize you, what are your tastes, and what is your attitude to a problem or to a particular situation.
Objectives: what is it that moves you to be one way or another?
How can we help? How can we meet your needs and what do we need to do?
What problems have you got? It will help us to know what moves you and what your needs are in order to satisfy them.
What content do you have and what do you need?
Do you want to keep your user loyal? Do you want to attract him? Are you interested in persuading them? Or are you looking for conversion? Answer these questions before moving on to create the content
What content does your user want? What kind of content do you need? What content do you have and can you take advantage of? Reuse your content and give it a new perspective.
Also remember to bet on other formats, such as compilations, guides, success stories, reviews, interviews, tutorials, videos, contests, surveys, etc. Think that the content should not be flat, nor always the same, because if it is, you will bore your audience or you will always get the same type of traffic. Mapping content
Once you know who you are targeting, what content you have and what you need, you must map those contents depending on the stage your user is in the purchase cycle. Is a user visiting us for the first time? Is a user that has downloaded an ebook, receives our newsletter and reads us daily? Each user is different and depending on the state they are in, they need different content. How do you distribute your content?
It is useless to have great content if then we do not take advantage of all the ways to distribute the content and thus increase its dissemination. Publish a content through your social networks, send an ebook to your subscribers, make a good call to action or send a personalized newsletter are some of the actions you can do to distribute a content. But also, we can use means of payment to promote our content on social networks with small campaigns, banners, collaborations on other websites, affiliate marketing, etc.
Always try new things!
Analyze what you do
This last point many is one of the most important. The measurement is essential to know if what we do is working or not and to establish next steps. You have to measure everything you do and eliminate those things that do not work (and do it quickly).
Help yourself with tools, interpret them, draw your own conclusions, use personalized links with URL shorteners, analyze the behavior of your users and see what they do in your blog or on your website. How do they behave? Do you give the download button? How much time do they spend on your website? Do you read your content? How do they find you?
As you see, a content strategy is much more than creating content and publishing it, thinking that it can only work. Never forget that the goal of creating and distributing content is to attract and convert our target audience.
And this is impossible to achieve without a good content marketing strategy.