Are you a small business owner? I am sure you are happy with the way things are going. However, there is always room for improvement, right? In the digital age, business competition has taken on new dimensions. Small businesses have the power of the internet at their disposal to level the playing field between them and larger corporations. These days, you can sell everything from Spectrum bundle deals to industrial machinery online. But without a concrete strategy, you’re just shooting in the dark. You may get lucky from time to time, but it is not an efficient use of your resources.
How to Build a Modern Business – A Winning Content Marketing Strategy
Digital marketing is a relatively new, very vast field of interest. Your content marketing strategy is an important component of your overall digital efforts. However, it is still shocking that over 63% of businesses do not have a documented content strategy in place. So one of the first difference between you and your competition should be you having a concrete content marketing strategy. A tangible strategy means you have a roadmap, goals, and objectives to make sure your marketing efforts proceed in the right direction. But how do you create a good content marketing strategy? This blog will help you do that using the following steps:
- Define Your Objectives
- Set Your Key Performance Indicators
- Research Your Audience
- Define the Right Content Channels
- Figure Out Types of Content
- Make a Content Calendar
This may sound like too much information at one time but bear with me. Let’s briefly go over each step and how it fits into your larger content marketing strategy.
Define Your Objectives
The first part of your content marketing strategy is knowing what you want to achieve with it. You need to lay out the goal, mission, and objectives of your content marketing strategy. Do you want to:
- Improve revenue
- Get more leads
- Get more traffic
- Gain market credibility
- Engagement etc.
You also need to decide what the mission for your content marketing strategy is. This involves outlining the target audience, the type of content you will use to engage them, and what value you add to them. Once you’ve done that, its time for the next step.
Set Your Key Performance Indicators
Your strategy is useless without specific and measurable goals. You need to define the KPIs for your content marketing strategy so you can measure its performance at a future time. KPIs will help you stay on track and allow you to tweak your strategy accordingly. Some useful KPIs to look at include:
- Specific revenue targets
- Specific lead generation targets
- Specific email subscriber targets
- Specific search engine ranking improvement
- Specific shares/comments/engagement counts on your content
Research Your Audience
Knowing your audience is a key part of your overall content marketing strategy. You need to be clear on who your audience is, and how you are going to reach them. To do this, you need to do a bit of research. Here are the areas you need to focus on:
- Demographics: Collect demographic data on your followers, subscribers, and visitors. Both web and social media analytics give you access to information like age, gender, income, education, etc. You will also need to get a feel of their interests and likes, which social media analytics can help you with.
- Customer Feedback: To learn more about your audience, try actively inviting and collecting feedback. This will help you understand their needs and priorities and let you tailor your content accordingly.
- Buyer Personas: These are avatars of your target audience. You need to create a persona or an avatar of your average customer to understand their pain points, challenges, and motivations.
Define the Right Content Channels
The next step is to define what content channels you intend to use. Now that you have researched your audience, you know what channels appeal the most to them. There are a number of channels like blogs, YouTube videos, Twitter, Facebook, Instagram, Snapchat and Pinterest. Carefully choose the channels you want to maintain a presence on based on where your audience hangs out.
Figure Out Types of Content
Since there are different types of content channels, you need to figure out what content types work best for you. You can use videos, tweets, posts, blogs, and much more to get your message across. You just need to focus on the following three things, no matter what type of content you choose:
Make a Content Calendar
You need to lock down what you want to publish, and exactly when you want to publish it. A content calendar is essential to keep your content strategy on course. There’s no rocket science to this. All you have to do is carefully consider and plan out your content schedule. Pay attention to current events, holidays, seasons, and trends.
A winning content strategy is a matter of time, patience, and constant improvement. Above all, your content needs to be relevant, useful and valuable for it to generate an impact. There’s no easy fix to getting a strategy to work, quite unlike calling a customer service number for help. You’re on your own, but with the right tools and the right strategy, you can build, grow, and expand your business. If you have any questions about your content strategy, leave us a comment below.