Content Marketing Strategy & Planning
Content needs to be created with purpose. By starting with the business’ goals, strengths and brand positioning, we identify what content the target market is hungry for. Then we figure out the best way to get those eyes on the content & nurture prospects into paying customers.
Content marketing without a plan will result in little organic traffic. However, content marketing with a strategy behind it will deliver qualified organic traffic to any site.
Development of a content marketing strategy will typically include:
- A business vision for what success will look like
- Creation of prospective buyer personas
- Keyword strategy based on the buyer personas’ common search terms
- Identification of the types of content the buyer personas will react to (i.e. social vs email vs blog posts, etc)
- Definition of content brand guidelines (personality, voice & style)
- Definition of frequency, responsibilities and content calendar
There is no ‘cookie-cutter’ approach to putting a content marketing process in place. Every organisation will have a unique process for this, as each brand story is unique, hence the way it’s should be unique.
However the following areas should be covered:
- The content marketing team
- The content marketing tools
- Process around optimisation & publishing of content for buyer personas
Once we have a content plan, we can establish a channel strategy or a way in which we promote the content. It should not be the other way around – content strategy should never be defined on the back of the identified channels – that is a very limiting approach!
What is covered during this stage?
- A list of channels that best amplify the stories
- An editorial calendar that reflects the stories, channels and frequency of publishing
- Budgeting, which will determine to a degree the feasibility of some of the planned channels
It is important to know the main competitors and learn from them. It does not matter if the business is a market leader, an online competitor can surface quickly, especially if they operate within a smaller market.
We take into account offline competitors, as well as online-only competitors, which many businesses may not have even considered. We then periodically monitor an identified list of competitors & learn from their failures or successes.
We get asked for help on keyword strategies a lot! Whilst it is a relatively small part of the overall process – it is certainly not the most straight-forward one & is often a stumbling block if not done well. Using only a small list of keywords from the Google Keyword Planner tool is an ineffective and limited approach to keyword search. We use a number of sources to create a multi-faceted keyword strategy that takes into account both organic and paid content, as well as the newest search engine algorithm signals.