In Part one of this series, we looked at the business objectives and how you need to develop one for your business before you can think of building a content strategy. In Part two, we considered the Content marketing editorial calendar and how to create one. This is part three and we will be looking at the #content marketing strategy #checklist.
Once you have defined your business objective, it will be easy for you to design a content strategy around it. Below are the key areas of your content marketing strategy you need to take care of:
Most successful companies out there know and understand their customers while the best marketers understand their audience. In order to know your audience properly, you need to ask the following questions:
- What did they care about?
- What are their interests and motivators?
- What are their pain points?
The issue now is to use your content to address the above concerns effectively. You need to create content that your audience will consume using the channels they prefer to consume it. Knowing your audience will help you to create contents that are engaging and relevant that can convert your potential and existing customers into loyal customers and passionate brand enthusiasts.
Now that you know who your audience is, it is time to know the stages they will go through to buy from you. Here, we will use this model (shown below).
Suspects: These are potential customers that have not taken any action after reading/listening to your content. They may or may not buy your product at the end of the day. Here, you need to provide lots of valuable information that will help your suspects.
Prospects: These are people who have read content and have at one point on the other in the sales funnel supplied you with their personal information. The content you provide at this stage will need to be able to make your prospects want more information. This can be free e-books/reports, free e-course etc.
Leads: This is the stage where you know the prospects is interested in your business by their actions.
Opportunities: This is when your content has helped your prospect and they are looking to make purchase from you.
Your contents need to constructed in a way that will encourage people to move along the funnels above, so that you can convert them appropriately. It needs to be evergreen contents i.e. fresh and provides information that readers seek and read regardless of its timeliness. This way, it will continue to drive traffic, long after it is written.
It will be helpful, if you can list the questions buyers are asking at each of these three stages, so that you can develop content that will answer the questions effectively.
For instance, for my company (hephzysocial), I cater for content marketing needs of companies/businesses. Therefore, the question I need to provide answers on are:
- How do I create a content marketing strategy?
- How do I decide what content to produce?
- How do I best spend my content budget? etc
I need to create content that will answer these questions.
Now that you know your audience and the buying stage, it is time to look for keywords they are using to search for your business. These are the keywords that will drive traffic to your website. There are a good number of keywords tools you can use starting from the good, old Google.
The first one is called Google suggest. All you need is to type in your keyword and you will see suggestions about what people are searching for based on your keyword.
From the image above, you can see the suggestions of what people are searching for based on my seed keyword "content marketing strategy".
Google adword planner
This is a more detailed keyword tool, also by Google. You need a Gmail account to use it. Once, you sign in with your Gmail account, click on "search for new keyword and ad group ideas" as shown below:
Type in your product/service keyword. In my own case, just like before, I will put in "Content marketing". Click on keyword ideas.
You can see a lot of keywords displayed below. All you need is to create content based on the keywords and weave it together with your audience problems and solutions and you have a winner there.
Now that you have what it takes to create a good, high quality and valuable information for your audience, it is time to design your editorial calendar.
In my post "How to create a Content marketing editorial calendar" I explained in detail on how to create a good editorial calendar. An editorial calendar should be part and parcel of your content strategy. If you have a seasonal objective, your calendar need to align with the content you would want to create. You can plan an editorial calendar for a week, month, 3 months, 6 or even one year.
Now that you know the checklist you need to incorporate into your content strategy, you need to prepare your resources adequately to tackle the challenge. Know the number of content you need to create and the effort you need to put in to get the desired result. You can outsource these task to be a seasoned "content marketer" or build an in-house resources for it.