Whether you're a small business, solopreneur or work in a division of a larger corporation, you should have a content strategy. A content strategy is a little different than a digital marketing strategy:
- Your Content Strategy is the set of rules and guidelines that you put in place to ensure that the content on your platforms is consistent and on message. Like a marketing strategy, it's consistent with your company or personal brand. Content also refers to all of the copy on your website, what you post on Facebook, LinkedIn, Instagram and all other social platforms. Content refers to the voice you use to tell stories, the topics included in your blog, the marketing and sales materials that you provide to prospects: everything written or posted is content.
- Your Marketing Strategy is a little different. Like any marketing plan, your digital marketing strategy starts with specific goals, the audiences you want to reach and then outlines the steps you'll take to reach that audience with your messaging (your content). A digital marketing plan refers to digital channels specifically: social channels, your website, all online platforms.
In a nutshell, your marketing strategy is the template; it's the to-do list of what you want to accomplish (and where you're most likely to accomplish it). Your content strategy fills in those blanks with a voice and message that will resonate with your specific audience.
Consistency is Key
Once you decide on a voice (playful? academic? serious business? tongue-in-cheek?), and target audience(s), it's important to stay consistent with your messaging. If your target audience is business professionals, content that helps them perform their duties better will be helpful. Veering off course to include content about politics or sports (unless related to business!) may not be helpful.
This article gives a couple of good examples of consistent content.
It's not critical to create your own content for every post. Curating and sharing other's content is perfectly acceptable - as long as it's consistent with your messaging, similar to your voice and you give credit to the source.
Measure
Don't skip this step. Once you've done research on where your audience finds their information, measure to verify that you've got it right.
Start by reviewing your goals and deciding what to measure. "Likes" don't necessarily relate to sales or eyes on your content, so make sure you understand what the metrics mean and how they relate to your goals.
Make sure you've got a metrics tool on your website so that you can tell whether your content is drawing visitors, which page they're visiting and how long they stay there.
Google Analytics isn't the only option.
Gauges provides real-time information and is easy to understand. There are many other
website analytics tools available.
Plan your work; work your plan
Like any other endeavor, start with a plan, then let that be your guide when you're tempted to grab another shiny object or head off road. Words matter. Make sure that your words are true to your tone of voice, will be meaningful to your customers and prospects, and post your content in places that your audience is likely to look for information.
When you're looking for help with your content or marketing strategy, call or email! Visible Communication can help!
