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Developing a Content Marketing Strategy A content marketing strategy is a plan to help you create and distribute relevant and valuable content for your audience This will help you achieve your marketing goals and increase sales Begin by defining what youd like to achieve Identify your highlevel business and marketing goals Then define the criteria you will use to measure content marketing success 1 Define Your Audience Determining your target audience is a crucial step in establishing a plan for content marketing Knowing your target audience allows you to tailor the message create the most effective type of content and measure its effectiveness The first step to define your target audience is to conduct research on your customers This can be done through interviews and surveys which allow you to ask specific questions to gain insight into the causes of pain motivations and values as well as preferences This data can be used for creating buyer personas profiles that depict the types of customers a business is targeting These personas can be utilized to create content that resonates with the intended audience and boosts engagement Once youve identified who youre aiming at youll must understand the various phases of the buyers journey The awareness stage occurs when a client realizes that they are facing an issue For example the need to organize their time more efficiently This is an excellent opportunity for businesses to deliver helpful information in the form of infographics or howto blogs that will aid them in solving their issue Once a customer has moved beyond the awareness stage theyll begin conducting research to learn more about the various solutions that are available Businesses can utilize content such as customer testimonials and videos of product demonstrations to demonstrate how their solution can solve the issue Retargeted ads can also be used to drive customers to a site It is essential to monitor the results of these campaigns and set up Google Analytics goals 2 Create Buyer Personas To create content that is a hit with your target audience you must know them It is essential to develop and document precise wellconstructed personas as part of your content strategy Ardath Albee defines marketing personas as a composite sketch based upon confirmed similarities that informs content strategies to drive effective buyer engagement When you create your marketing personas make sure that they are aligned with your businesss goals The more aligned your objectives are the more likely you are to accomplish them Your buyer personas will assist you in determining the needs and wants of your target audience which is crucial in determining the kind of content to be produced They can also aid you in determining the best way to promote your content on the channels that your audience uses Once youve determined your audience and developed your buyer personas then you can utilize them to create your brand story A strong brand story will provide the same image of your company across all your marketing materials which in turn will aid in building trust and loyalty with your audience If youre beginning from scratch it might be helpful to review your competitors brand stories to get some ideas You can also use an application like BuzzSumo to discover which types of content are currently doing well on social media As youre developing your brands story make sure that it is in line with your audiences pain points If your visitors are frustrated with the absence of information on your website You can target on your content efforts to make information more accessible This will help your intended customers feel more confident about making a purchase and will make the sales process easier for them 3 Create a Brand Story Content marketing is a fantastic method to promote your company and connect with new customers It can also help you achieve your business goals by increasing leads or increasing sales However you must know what your audience wants from your content so that you can create strategies that meet their needs One way to achieve this is by creating a brand story Brand storytelling is the process of using a narrative to connect your brand to customers by tying what you stand for to the values that matter most to them Its an effective approach since it draws attention to your brand increases recall and creates emotional connections with your brand When deciding on the type of brand story to tell be sure to keep your buyer personas in your mind Consider the challenges your customers face their reasons for needing your product or service and how you can assist them in overcoming these challenges This will ensure that your content is relevant and valuable to the people you want to reach Once youve come up with your brands story its time to plan how youll share your content Dont be afraid of trying new channels and testing those that work best for your audience Make sure you dedicate the majority of your time and resources to your primary channels so that you can be sure that your content will get noticed by the maximum number of people possible Its crucial to track the performance of your content after youve created it and distributed it Utilize tools such as Google Alerts and Mention to determine if your content is being shared and track the traffic to your website using tools such as SEMRush You can also utilize software for email marketing such as OptinMonster to measure engagement and conversions 4 Create Content Calendar A calendar of content allows you to plan and schedule the publication of new content by your company on a shortterm or a longterm basis It can help make it easier to create and publish of content for your companys online presence by assigning team members and scheduling content to be released at certain times It can be stored on a webbased platform desktop application or even mobile apps A wellplanned calendar of content can help your team follow a consistent publishing schedule which is essential for SEO and gaining an audience It also makes it easier for teams to work together and coordinate particularly when members are in different locations In addition to establishing a publication schedule content marketing calendars can help you plan content for various platforms including social media blog posts videos podcasts video content and more A robust calendar allows you to establish an online repository for content where your team can upload the content theyve produced This will allow you to locate older content that can be reused or used in new campaigns With a calendar of content you can also keep track of important data like the date your most successful blog or social media post was posted and what kind of impact it had on your target audience This information will aid you in optimizing your content and make better decisions about future campaigns It also helps save your team time by reducing the risk of missing deadlines and creating a more streamlined publishing process It is easy to get distracted by daily tasks that deadlines can be missed but a content calendar can serve as a visual reminder and reduces the likelihood of being late on important dates 5 Create Content Its time to start creating content Once you have determined the type of content your audience would like and how you will engage them you can start creating content Content marketing involves a wide variety of formats such as blogs podcasts social media posts infographics videos and more The most important thing is to concentrate on creating content that solves a problem or need your audience has If you find that your clients are frustrated by not being able find certain information on your site it is an excellent opportunity to create a new section or an infographic that answers their questions As you create content think about how it will align with your goals and wider goals of your business For example if your goal is to become the leading solution for managing time and you want to increase visitors to your site then you may have to create content that is focused on tips tricks and best methods for managing time When creating content keep in mind the buyer journey stage of your target audience Content that entertains or tells the story of your brand might be suitable for the awareness stage Click That Link that addresses the most frequently asked questions and concerns regarding your product is more appropriate for the consideration stage Finally when creating your content marketing strategy be sure to include a budget and a timeline This will ensure that you have the resources to produce highquality content on an ongoing basis When determining your budget consider how long each type of content will take to produce and the cost of any tools or materials you might need
