A quick guide to content marketing strategies, for those new to content marketing or wondering where to start.
A content marketing strategy and a content marketing schedule are two documents we’d advise any business serious about content, to produce. They work together and can be classed as one collective ‘content marketing policy’. Although there are various terms, and numerous steps, they don’t have to be overwhelming or difficult to construct.
This blog focuses on content marketing strategy and we’ll follow up with the content marketing plan/schedule in later blogs, although we can’t stress enough that they work together to build on your brand’s content marketing efforts as a whole.
Your content marketing strategy will set out why you’re doing what you’re doing. Perhaps you’re clear on this (it may come from your general marketing or business strategy) but if not it will make you really think about the direction of your content marketing efforts.
I have a marketing strategy, do I need a specific content marketing strategy? If you want to take content marketing seriously, integrate it into your business in order to grow your online presence and monitor the results, then yes.
Your content marketing strategy can actually be pretty simple (as long as you have a strong plan in place to implement it). It’s also sensible to tweak both your strategy and your plan over the first couple of months, as there’s always an aspect of trial and error. Content marketing varies greatly from industry to industry and business to business, so there’s no ‘one size fits all’ strategy.
This is all a little vague, so to talk about content marketing strategies in more detail, we’ve broken it down.
What is a content marketing strategy?
- Here’s the Content Marketing Institute‘s definition… “Content marketing strategy: When content marketers draw and develop the larger story that an organisation tells. They focus on ways to engage an audience, using content to drive profitable behaviours.”
- You will consider and outline your overall business objectives and how you want to innovate and use content marketing to reach those objectives.
- You will identify your audience, who they are, what their needs are and how they might engage with content.
- Key to your content marketing is your brand, so you will consider how your branding will be woven into all of the content you produce.
- You will set content marketing goals or objectives in order to measure performance.
- You will then consider which channels you will use to create and deliver content and the processes you’ll use to get there.
What are the benefits of having content marketing strategy?
- You will be able to really get the most out of your content marketing (new inbound traffic, better engagement and more of an online presence, etc.)
- You have set goals allowing you to measure your performance and achievements.
- You have a strong place to begin your content marketing efforts, next you can create a plan of action and a content schedule to implement your strategy and get going!
Here at SL Content we can help you create a personalised content marketing strategy, tailored to your business. We can help you implement a new or existing content marketing strategy or advise you on the best way forward for your organisation’s content marketing.