Social Media has evolved over the years. It is no longer just for people to interact with their friends and family; many marketers and businesses have taken up the platform to interact with their potential customer base, find preferences, and deliver personalized content relatable for the customers. Understanding what kind of content to offer is crucial in such a strategy to ensure maximum retention and conversion; the content needs to hit the target perfectly.
The content strategy also helps navigate the kind of content to be created, the quantity of the content, details about the content, and how to target the best keywords to describe your business. Many businesses are now embracing the value of content marketing to help their companies establish their online presence. An organized content strategy will help you synthesize your marketing efforts to ensure you reach your projected goals with maximum efficiency.
Content Marketing with the current social media outburst has been a convenient and cost-effective way for marketers to get their customers. It has aided users in making their purchases, giving them a better understanding of the offerings in the market.
Content strategy s also help the marketers with reaching a wider base of audience, being able to connect with customers from other parts of the world, understanding consumer patterns, preferences, and habits giving them a better idea on how to cater to the needs of the consumers, and also how to create a want for their products and services.
Let’s begin by understanding what a content strategy is, its elements, and its use.
What is a content strategy?
It is high-level planning for business advancement and boosting marketing strategies. It consists of three components-
Viral Content/ Top of the Funnel
It is a content strategy plan that helps to promote things. Such content is usually about viral topics. These topics do not directly drive sales but will educate your readers and build brand awareness.
Thought Leadership Content
It is a step-by-step process that predicts the nature of your industry. These topics are an in-depth concept of where your industry is going, and the content pieces also offer a unique perspective based on the years of trade of your industry as well as your experience. These topics fall into the category of ‘unknown facts’.
Sales content is unlikely to drive sales to your site directly. However, it creates content.’ containing strong and useful resources for your team to answer difficult questions. Your firm may have employees who are familiar with basic writing. It may seem a great chance initially to let them develop your website content. However, there’s a reason why the best digital marketing agencies are preferred.
The content strategy entails the information about the assets involved in marketing and data gathering functions; the business needs to achieve its goals set for the year, which is determined in the content strategy. The content strategy includes Engagement Tracking, SEO research, blogging, social media marketing content, white paper articles, and more.
As you increase your content marketing budget, your content strategy will align better with your content level and delivery scale. It will also help maintain a cap on spending by rationing the delivered content and maximizing targeted content. In addition, the marketing assets help understand what the consumers like better through tools like audience analysis, site visits, and more. This gives a better idea about the content levels and what kind of content supports the brand.
The content strategy has to be aligned with the marketing channels. A symbiotic relationship between the two is necessary, following the core principles of; awareness, deliberation, alternation, and decision making; the end goal is to generate leads for the business. The marketing team must be made aware of the content strategy to align their marketing efforts accordingly.
Your content strategy will help lay the road map for your content strategy. It will help understand the kind of content that has to be included in the content strategy. Thus a sound content strategy is essential to make an effective content strategy. The content strategy should optimize every element of the content independently and cater to intent and purchase-based queries. The Question people ask about your products and services is whether your content strategy helps address those issues. These are certain few things to look at while making a content strategy…
When approaching to make a content strategy, you should keep the following things in consideration. It will help create a better content strategy according to your business–
Current Needs –
Depending on the type of business, your content strategy has to be tailored to satisfy your short-term needs and cater to the changing trends and development in the market. It would be best if you also look at your competitors’ content to help gain a better understanding of the industry.
Aligned with Strategy –
Your content strategy has to help you achieve your content marketing goals, making sure that the content is as close to the strategy road map, questions like- keywords you want your content to show up for? is essential in determining that the content strategy and strategy are aligned, and the set marketing goals are reached.
Marketing Budget –
Higher inputs can enrich the content strategy as you increase your outreach and following. The more you interact, the more you grow. As you invest more in your marketing budget, the opportunities open for your increase, and you can choose to develop one in-house or outsource depending on the financial feasibility.
When making a content strategy, keep in mind that it shouldn’t be rigid. In case there are unseen changes that take place, the content strategy should be flexible enough to adapt to the situation and effectively deliver content for the customers, to maximize workflow and editorial calendar mapping each day to build up the content for the strategy helps keep things organized and systematic, throughout the development process. Depending on your budget, you can increase the elements in your content strategy. Below mentioned are the details of a basic content strategy ( minimum budget)
- Technical and keyword audit (once done annually)
- Ongoing SERP reporting
- 12 pieces of off-site content (once per month)
- Two white papers (one in every six months)
- 30 SEO standard blog posts (2-3 per month)
Also, the type of content created would be best suited to fulfill your demands and pivot if needed. As you increase your budget, you can add more to the current strategy and grow your audience base by including more means of reaching the customers. Let’s say you increase your budget by $10K a month, including the founding elements mentioned above.
You can also have press mentions, newsletters, drip-.campaign and more, and this will allow you to interact with new customers but will also help reinforce your products amongst your existing customer base. You could also invest more in your content development through paid amplification testing, and this will help you create better-targeted content with higher conversion rates. As you go higher with your budget, you can include more content assets to widen your reach.
In-House VS Outsourced
After reading this guide, you must be wondering, is it worth putting all the effort involved in making a content strategy, or is it smarter to hire experts from outside who specialize in such services. A content strategy is an elaborate process involving a lot of person-hours, research, and market understanding. Therefore, it is advised to first look at your marketing team, analyze, and see if you have the human resources to get the work done. If there are proper roles and duties assigned to your marketing team, creating a content strategy in-house doesn’t seem a bad idea.
However, most companies lack the employee bandwidth to take up this expedition independently and prefer outsourcing the job to professionals who offer such services. It is important to understand that your inputs and the human resource involved in creating your inputs will increase as your marketing budget increases. Finding talented and driven individuals to cope with the work is usually difficult to find.
Thus, most companies outsource some of their content marketing strategies to aid them in the different stages of content marketing, design, and content strategy making.
According to research, the task that is outsourced the most is; content creation. It is the most important task of the content strategy and often requires high skill and imbalanced work hours, making it unsuitable for many. Understanding your team’s strengths and weaknesses and making decisions depending on the feasibility of the situation is crucial; it’s better to cater to your current strategies rather than keeping a very long-term position in mind.
I hope this article gives you a complete understanding of a content strategy, its elements, and its characteristics. Through this article, I hope you got a deeper understanding of how a content strategy works and the efforts and stages involved in making one, and I hope this article is helpful to you. Thus, you can develop a better content strategy keeping in mind the things discussed above. THANK YOU.