Look Beyond Blogging for Your Content Strategy
You already have a blog and you are posting quality articles consistently. The thing is, your blog is not your content strategy. It is one aspect of a well-thought out plan to speak directly to your key audiences.
Content marketing is similar, in a sense, to networking. The more you network, the more people you meet. The more smart content strategies that you implement, the more people you will reach. Plus, you will increase the likelihood that people will find you during an online search.
4 Reasons Content is Important to Your Bottom Line
- Content builds and maintains a relationship with customers.
- Content puts your brand into an actionable experience.
- Content connects your business plan to marketing strategies by speaking directly to your persona(s).
- Content acts as a bridge between strategy and data-driven results.
Here is how content operates within the context of the marketing funnel. If you want to learn more about the marketing funnel, check out our Step By Step Guide To Launching Your First Inbound Marketing Campaign.
Within your marketing funnel, you have content strategies like your blog. In addition to your blog, you should include strategies that fit your persona and marketing plan.
Example Content Strategies
- Social Media Updates
- Graphics/Photos/Infographics Distribution
- Viewable Newsletter
- High Level Research Information
The secret to content marketing is to provide such high-quality free value that people get more than excited to buy or work with you. You want to create a user experience that is planned and well thought out for each key audience or persona.
Finally, you want your content to help you gain qualified leads who convert to paid customers. In reality, you cannot work with or sell to everyone. You can pick 2 – 3 key audiences that you want to work with, and work with them.
Your content strategy is a tool for you to identify the right people for you to work with and gain paid customers.
If you don’t know who your persona or key audiences are, download our Website Planning Power Pack and complete the persona template. While going through planning, you can expect to cover some of the basics.
Marketing Planning Techniques
- Research and Identify Your Personas
- Conduct an Outreach Analysis
- Identify Content Distribution Channels
- Create an Editorial Calendar
- Create SMART Goals
The result from planning should be the identification of Your Four Big Leverage Points (Analytics, Audience, Conversions and Nurturing). Next, you can expect to figure out where to invest in your next steps. In general, there are a few basic areas to invest in content.
Basic Content Investment Areas
- Editorial and Proofing
- Management and Maintenance
- Measure and Improvements
Your blog, it’s a great start to implementing a well thought-out content strategy. Continue to maintain a consistent schedule of high-quality posts. You have to start somewhere. A blog is a great place because you can use blog posts in email campaigns and other aspects of your content distribution. In the end, your blog is one of a handful of tactics that you should employ as part of your content strategy. And your content strategy is a tool within your overall marketing goals and business plan.