What is a content strategy? /

A content strategy is a high-level vision that coordinates the process of reaching a specific objective for your business. It’s a determination of your business goals, the creation of a content strategy that supports those goals, and the organization of effective execution.  

Content strategy is how you can ensure the content on your website provides a clearer image of your brand. Above all, it helps to attract the right audience and guides them towards helping you achieve your predetermined business objectives.

Why is content strategy important? /

Content strategy is a well-defined framework that ensures your content always serves the purpose of achieving your business goals. It’s the most effective way to stay on track about what digital content needs to be produced, when it’s the best time to do so, and how to do that in the most efficient way.  

Furthermore, without a content strategy in place, it would be hard to get your business to where you want it to be. It would be the same as assembling an IKEA wardrobe without looking at the instructions – confusing, frustrating and most inefficient. 

How do we create a content marketing strategy? /

The creation of an effective content strategy begins by looking at your buyer personas and the specific keywords they search for when looking for the kind of product and/or services that you provide.  

The next step is to determine what kind of digital content your audience finds the most attractive and tailoring that knowledge to the image and goals of your business.  

Once these elements are in place, you can create a consistent content calendar that efficiently outlines the steps of the content creation, publication platform, and governance.

What type of content should you focus on? /

When it comes to the actual content, there is a much wider plethora of content options than many companies realize. Simply put, everything that contains words on your website is your online content. And all of it should be focused on helping you achieve your specific business goals in the most efficient way. 

But the kind of content that is the most effective in supporting your objectives is: 

  • Blog posts 
  • Infographics 
  • Newsletters 
  • Case studies 
  • Videos 
  • Podcasts 
  • All gated content (such as eBooks, templates, etc.) 

The effectiveness of each type depends on your objectives and you should always keep that in mind.

How will you distribute the new content? /

The amount of content that should be produced depends on the type. For example, publishing blog posts regularly is the optimal strategy. Whereas, a white paper should only be done on an occasional basis. 

As for the content distribution methods, the same principle applies. Aim to discover where your target audience can be found and what they would be interested in seeing. Then apply that knowledge to the content strategy and reach them where they want to be reached, show them what they want to see. 

This could be done through your email campaigns, an active blog, social media platforms, and other relevant publications.

What’s next? / 

Content strategy is perhaps the most important tool in the content marketing toolbox. It’s the glue that not only holds everything together but also allows your business goals to be achieved in the most effective and efficient way. 

Our ninjas at Nunchuck Marketing are experts when it comes to creating content strategies. Get in touch and we’ll see what we can do to make this process easier for your business.