Content strategy has become a valuable part of a company’s success in marketing. It’s important to keep in mind that content marketing is constantly changing due to its influence from the ever-expanding technology and social media industries. There are many crucial details to consider when forming a content strategy that can make or break the possibilities of success. Here are seven ways to evolve your content strategy and stay ahead of the curve.
1. Follow the Analytics
Research is the first step in building a solid content strategy. Figure out what works best for your company by checking social media and website analytics to monitor engagement with different posts, blogs, and more. See what should continue and what should be revamped. Taking advantage of all the insights available (like Facebook, Twitter, and Google Analytics) can help you anticipate what your audience wants to see in the future.
2. Research the Market
Optimize your online presence by keeping up with the changing trends. Follow different blogs or social media accounts that are considered leaders in your industry. The more you know about the market that your brand lives in, the more influential and knowledgeable your content will become. This data should be used to your advantage and the possibilities are endless.
3. Focus Your Content
Your content doesn’t need to appeal to everyone – it should be tailored to your target audience. One of the keys to achieving growth through content is focusing the content to better attract and engage your consumer base. Just like your advertising, content strategy should center around the audience and the company’s main goals. Learn more about this in last week’s blog, Market Smarter, Not Harder: Focusing on Your Target Audience.
4. Get Organized
The best way to manage content is by developing a system to keep everything together and running smoothly. Establish brand guidelines for content creation to create a consistent look and vibe. Applications like Hootsuite and Buffer allow you to control content release from one place while optimizing for individual social media platforms. It’s also smart and easy to outsource content management to a company that will do all of this for you.
5. Decide What Content to Pursue
From blog posts and videos to infographics and podcasts, the world of content offers plenty of options for your brand to find its niche. This is when the research comes into play again. See what type of content has performed the best through the past. If your brand is new to content marketing, research what performs best in your industry and monitor the strategy closely to see what should be changed.
6. Know Your Keywords
Keywords are an important part of driving organic traffic to your brand. When used within an audience-focused content strategy, keyword research gives a better understanding of how your audience talks about your brand. Research what keywords are tied in closely with your brand and what people are searching for. For social media, build a list of keywords that work as hashtags and keep an eye on how they perform.
7. Refine & Edit
Clean editing and a distinct voice defines content and creates a lasting impression on customers. Remember that content represents the company and its image. When writing or creating content, a smart approach is to walk away, come back after an hour, and get a fresh perspective. Always ask yourself what the content says about your brand and how it contributes to your brand personality.
Content marketing is a driving force that is changing the marketing industry and introducing new ways to attract customers and lead them straight to your company. Online presence is a must in today’s market. Use these tips to ensure you’re getting the most out of your content strategy.