How to create a content marketing strategy
It’s time to get to the actionable tips. So grab your coffee or tea, or whatever beverage you enjoy, and keep on reading.
1. Start with your company’s buyer personas
Define the profile of the buyer persona. This is going to help you get to know your audience much better. By knowing the particularities of each profile, you will be able to tell what type of content suits each and every one and what information they need.
But the profile isn’t enough. For every buying stage
, the buyer personas are going to need different types of information. For example, a person who is in the first stage of the process will not need the same content as a person who is very close to making a purchase.
2. Set objectives for your content marketing activities
Do you want to increase your website’s traffic? Do you need to attract more qualified leads? Do you lack engagement and want to improve this aspect?
You can think outside the box and try to figure out how you can use content marketing in order to improve the overall progress and growth of your business.
3. Establish how you’re going to measure the success of your content marketing strategy
As with any marketing strategy, you need to have a KPI for content marketing as well. Think about how you can measure the success of your content marketing efforts.
This will of course vary depending on the type of content you will create for each buyer persona.
For example, for an eBook, a measure of success could be the number of downloads, while for a landing page, the success will be the actual conversion rate.
4. Do research to see how other companies from your industry are using content marketing
There’s nothing wrong with a little bit of stalking, especially if you’re going to find some valuable information.
If you find a company with a similar profile as yours, you won’t harm anyone if you get inspired. But pay attention: We said get inspired
, not copy every little thing they do.
If you do that, it most definitely won’t work for you as well because businesses are extremely different. You have to adapt what already works for others, so that it works for you too.
5. Determine what type of content you’re going to create
There are various types of content that you can use. Instead of focusing on all of them (which is a bad idea), make a list with the types of content that will best fit your busines
s. Make sure they will also help you achieve the objectives you set in the first place.
We’ll talk in a separate article about the different types of content that you can use.
6. Set a budget
Your budget is going to determine how far you’ll be able to go with content creation. You need to figure out how much of your marketing budget is going to be invested in content marketing. And even if you don’t have a big budget to begin with, it’s important to find creative ways to use the amount of money you have to make the most of it.
We will also further discuss this topic in a separate blog post.
7. Make a plan
After you’ve figured all of those things mentioned above, it’s time to sketch a plan regarding how and when you’re going to create the content. Maybe you’re going to need some resources, materials, props and other things like that.
“Making plans is nothing, but planning is everything” is one of our favorite quotes, which can definitely be applied in this case.