Content marketing strategies are a key, fundamental tactical aspect of digital marketing strategies.
“Content can mean big money for your business. In fact, “ the Content Marketing Institute’s digital content marketing stats show that 72% of marketers say that content has increased the number of leads that they generate.” SOURCE
Clearly, without a content marketing strategy for your business, you are not leveraging the power of digital platforms and their ability to drive growth and stimulate an increase in revenues.
Content is the fuel or substantive material that digital marketing strategies utilize to achieve your business goals. In this post, we will take a look at how to build a content marketing strategy for your business. We will show you how you can create a simple yet effective content strategy that aligns with and develops your business ambitions and goals.
Before we develop the build process let us start with some background context.
1) What Is Content Marketing Strategy ?
Content is the substantive material around which digital marketing strategies develop. Content marketing strategy is the process of creating that content and making it available at an audience of interest for your business.
Content is information, opinions, news, views, and research material that allows your prospects to discover what they did not know prior to reading or hearing your material.
A content marketing strategy puts information together and distributes it to and for the benefit of those audiences you would like to engage with in your business. At the heart of it a content marketing strategy is essentially the creation, duration and provision of information.
2) Why Do You Need A Content Marketing Strategy ?
Business, of any description, be it online or in the physical world involves several touch points between the business and the clients, customers and prospects. A touch point is an event during which some form or type of contact between your business and prospects is made.
Every one of those touch points between the business and prospect involves three elements. Interaction, Engagement and Action.
In classical marketing we use the acronym AIDA to define the core of touch points and what it is we are trying to achieve at each point. The need for a content marketing strategy stems from AIDA which stands for :
A – Attention
This is where you are grabbing your prospect’s attention for your business service or product. Clearly you cannot do this without content.
I – Interest
Having gained their attention your content must develop their interest and lead them towards a desired action
D – Desire
It can be argued that a prospect desires products or services for personal reasons and not due to any external pressures. However, we all have the potential succumb to purchases particularly of products that we can do without if the content describing them is sufficiently well written. Seen this way, desire can be “manufactured.”
This is where your content leads the prospect into performing a specific action you require such as sign up for a program or a direct purchase of your product or service.
AIDA is used in the context of individual copy-writing pieces found in all good marketing literature. However, and importantly, it forms the basis of a broader content marketing strategy where you use the principles as described to formulate and develop your strategy at all touch points providing relevant content for each touch point.
OK so now we know what a content marketing strategy is and why you need one, how do you create one and what is the process ?
3) The Content Marketing Strategy Process.
There are 5 stages in the content marketing strategy process
a) Prospect Persona Definition
This is an important stage in creating your strategy but one which at Digital Marketers Nairobi we see being omitted all too frequently with corresponding inefficiencies further down the line.
If you do not have a great image or persona of the prospect you are communicating with via your content you stand a good chance of miscommunicating and therefore losing their AIDA. Failure to understand your prospect inevitably leads to poor interactions, engagements and actions.
In defining your prospect persona you need to be as detailed as possible about them. Age, gender, where they live, where they work, family structure, income, interests outside work.
Build a comprehensive picture of your prospect so that when you write your content material it is addressed to a very specific person. The personalisation of content in this manner will reward the effort with higher interaction, engagement and action rates.
b) Utilize Keywords And Questions For Content Writing
What types of questions does your persona ask and want answered by your business ? What solutions and benefits will your products and services deliver to them ?
These two scenarios provide the topics and material context for your content. Creating content requires you understand what is of interest for your profiled persona and prospects. What is it that they want to know and learn about the products and services that you have to offer ?
To identify the answers to these fundamental content creation questions utilize keyword research to identify what your prospects are searching for online. Supplement your keyword research with questions such as “How to…”, “How do I…..”, “What is…..?” and so on. These questions become the content answers which will benefit your prospects and deliver the AIDA.
c) Publish The Content
Having written, edited and polished the content you must of course publish. Publication is typically on your business website, blog site, eMail list as well as social media platforms and increasingly on local marketing platforms such as Google My Business.
Publication can also happen on guest blog sites as well syndicated platforms which are not under your direct control but which do provide exposure you would not have via your own channels.
Your content marketing strategy requires that you must publish on a regular and defined schedule so your persona and prospects know exactly when to expect new material. Their ability and willingness to interact, engage and take action is tied directly to ease and regularity of access to your useful and informative content.
The frequency and scheduled regularity with which your content is made available to prospects leads to loyalty as they come to expect and await your new material that helps them in their buyers journey towards your products and services.
d) Marketing The Content
Pre and Post publication of the content you must engage in marketing to extend its reach and heighten awareness of the material to prospects, customers and clients.
The marketing campaigns can be as simple as free commentary and publicity on social media platforms, which is itself content. It can also be a much more elaborate marketing strategy such as paid advertising on search engines and paid social platforms.
Paid marketing is especially useful where you have an extensive back catalog of content to which you want to direct people and point them to specific pieces depending on where they are in the AIDA journey.
Your content will have been framed by AIDA and in this stage of the process you create paid ad assets that direct people at different touch points to the correct material for their stage in the journey of interaction with your brand, products and services.
The content also markets itself by being search optimised. Search Engine optimisation ensures the keywords you identified earlier will eventually start to rank the content higher on search engine result pages known as SERPS. With higher ranking, people searching using those keywords will organically find your content on search engines.
e) Re-purposing The Content
The process at this point should be producing efficient and effective content marketing output. If you were to leave it at this point you would have a good content marketing strategy.
However, to turn it into a great content marketing strategy you must re-purpose the content.
Re-purpose of content means taking the original material and transforming it into alternative delivery formats. If the original content is a blog post you can reformat it as a podcast for audio consumption by prospects. Alternatively you can turn it into video format for those prospects who prefer to watch video material rather than read.
Re-purposing content is an advanced tactic in content marketing strategies and requires time and effort to do well. However, the benefits of repurposed content include wider reach and access to new prospects who may not have been attracted to the original format. This one tactic can therefore increase your interaction, engagement and action completion rates by huge margins.
4) Complimentary Content Marketing Strategy Components
A few final thoughts before we wrap up this post.
A content marketing strategy requires that you develop a process which we have just taken a look at. Such a process requires that you develop a content calendar to keep all the tactical aspects of the strategy in place and under control. A content calendar ensures the process is tight and managed.
Earlier we saw your content publication can be on platforms that are not under your business control. Where this is the case ensure that you only choose to publish on reputable platforms and always add back links so the search engines and readers can make their way from the guest platforms to your business channels and assets. Back links are URL links that point from where the content is located to your own assets.
Your content should engage readers and ask for comments and interactions. These comments and reviews further build the organic authority of your content and lend greater credibility to your material as people begin to engage more fully and in greater numbers.
Digital Marketers Nairobi is a fully service digital marketing consultancy competent in the management of your business content marketing strategy in Kenya. We can also manage your overall digital marketing strategy requirements.
Digital Marketers in Nairobi https://digitalmarketers.co.ke is a one stop shop for best of class full digital marketing consultancy services in Kenya.
Our sister business Nairobi Business Courses offers training in digital marketing visit them at Nairobi Business Courses