‘Content Marketing’ was arguably 2014’s most over-used buzzword.
We’re now almost halfway through 2015, meaning that companies have had the best part of a year to fine-tune their content strategies.
What this means is that we’re in a position to dissect what actually makes a good content marketing strategy and how companies who don’t have one, or are looking to change their current ideation, can go about implementing one.
Before we dive into the specifics, it’s important to make a distinction between a ‘content strategy’ and a ‘content marketing strategy’. What differentiates the two is that pure content strategies are just that, concentrated on content creation, whilst content marketing strategies are about distribution and how to best engage with an audience.
Unfortunately, there’s no real blueprint for a successful content marketing strategy, because if there were, companies wouldn’t be able to distinguish their content from the rest of the field. There are however some guidelines which companies can look to.
(1) What are you trying to communicate?
Content is all about communicating ideas. However, communicating the same ideas as your nearest rival is unlikely to win you any new customers. Due to this, it’s imperative that companies have extensive meetings to decipher the image they want to display and how this can be portrayed through content.
(2) Do you have a clear understanding of your target audience?
At this point it’s essential that you understand what your audience is likely to find interesting. Additionally, knowing what your content engagement cycle is will always be useful, as it will allow you to identify how your content is contributing to your sales process.
(3) How can your content strategy be made into a business case?
Content, like all aspects of a company, is there to drive profits. Content strategists must have a crystal-clear understanding of how their ideas can be translated into economic growth, so that there’s no chance of it being dismissed by the company’s senior management.
As mentioned before, there’s no sure-fire way of getting a content strategy right and it may take some time for it to come to fruition. Whatever the case, the points above can act as a guideline for successful content creation and help to put companies on the right path.