STRATEGY FOR CONTENT MARKETING

Content marketing

Content marketing is a strategic process that involves the creation and sharing of relevant and valuable content online (such as videos, written piece on blogs, and social media posts) for a targeted audience to generate or build awareness about a product or service. Some of the strategies that you can use for content marketing include:

• Content writing

When most people hear “content writing”, they think “writing articles”. However, writing content isn’t just important for blog posts. In fact, content writing is important for all types of different content formats, including:

Video scripts

Email newsletters

Keynote speeches

Social media posts

Podcast titles

White papers

Web page copy

Landing pages

YouTube video descriptions

Or put another way:

Writing is the foundation for pretty much any content that you publish online.

Best practices are: Create an Outline, Use a template, Use top-performing content, Make It Easy to Consume and Share, Keep it Snappy, Rich and Entertaining.

• Who are your readers?

Who’s the target audience for your content? For how many audiences are you creating content? Just as your business might have more than one type of customer, your content strategy can cater to more than one type of reader or viewer.

In view to the above will give you a hindsight of how to go about your content. Using a variety of content types that is writing, video content and channels like the social media, blog and website will help you deliver to each type of audience you have in mind and engage everyone your company does business with.

• What problem will your content solve for your audience?

A sound content strategy supports people on both sides of your services: those who are still figuring out what their main challenges are, and those who are already using your services to overcome these challenges. Your content reinforces the solution(s) you’re offering and makes your customers more qualified users of your services.

• What makes you unique?

Your competitors likely have a similar service as yours, which means your potential customers need to know what makes yours better — or, at least, different. This is where content comes in.

In order to prove why you’re worth buying from, you need to prove why you’re worth listening to.

• What content formats will you focus on?

What forms will your content take? Infographics? Videos? Blog posts? Having identified the topics you want to take a position on, you’ll need to determine which formats to budget for so you can best express that position.

• What channels will you publish on?

Just as you can create content in different formats, you’ll also have different channels you can publish to. Channels can include owned properties, such as your website and blog; and social media properties, such as Facebook and Twitter.

• How will you manage content creation and publication?

It’s important for a content strategist to know who’s creating what, where it’s being published, and when it’s going live.