How to Nail Your Content Marketing Strategy: Part 2 (Plus Our Content Strategy Checklist Download!)

Define Your Goals

A critical first step in developing your content marketing strategy, and in checking the most important goal off your content strategy checklist, is having a clear idea of what you’re trying to accomplish. For instance, new and emerging brands might set goals for exposure and traffic to their website before focusing on increasing sales. You’ll also want to draw attention to new products to ensure that you create the buzz that will convert to sales.

Identify Your Audience

Another critical step on your content strategy checklist is that you understand and write specifically for your target audience. Understanding them will help you better map their journey from discovery to purchase with content that is meaningful and impactful. For instance, if you’re a B2B company, your target audience’s journey is likely shorter than for a B2C brand, as B2B buyers are more likely to be looking for a specific solution to their problem.

Create Customer Personas

So how do you understand your customers as individuals? Creating customer personas is a first step to visualizing your audience and staying centered on their needs.

Map Your Buyer’s Journey

The buyer’s journey is similar for all buyers, regardless of what the product or service is.

Check Out Your Competition

You also need to pay attention to what your competition is doing. Without duplicating their efforts, get a sense of their messaging and how it compares to yours — their aesthetics, posting schedules, and engagement. Their engagement will tell you most of what you need to know: Is it working? Are their followers responding? Higher engagement rates mean your competitors have found a way to resonate with your target consumer.

Set Measurable Objectives

You know where you want to go, how to get there, what your competition is doing, and what drives your buyers. Now use all of that information to break down the process and set small goals.

Identify Your Unique Brand Voice

Developing and retaining a consistent brand voice across all platforms gives your brand a consistent feel and makes it more recognizable. With every piece of content you distribute, your audience should recognize your brand voice.

Maximize SEO with Priority Keywords

People will discover you through Google and through social media channels. But what keywords do you anticipate your target audience will use to find your brand in search engine results?

Identify Distribution Channels

It’s important to know which channels or platforms will help you reach your target audience. By understanding your potential customer’s demographics and psychographics, you know whether posting to Snapchat is a waste of time or a smart move.

Create a Content Map

You know the who, the where, the how, but you also need to identify the what. What kind of content will you create and distribute to reach your buyers? What keywords will you use? What questions are you asked regularly by potential clients?

Map Out An Editorial Calendar

Consistency is key to an effective content marketing strategy. Once you know your content topics, start planning a content calendar that will help you stay on track by not allowing too much time to go by between posts.

Create Content Workflow

Even the best content creators struggle with staying on task, so break down the work into manageable tasks and document your process. Identify your topics using a content map or other means. Create and edit content with clear calls-to-action to lead potential buyers through the sales funnel. Make sure your content is approved and optimized so that your audience can find you. Finally, once your content is published, use measurement to ensure it is working.

Distribute and Market

Your content has been created and posted. Though you may think “if we build it, they will come,” the reality is that you need to use the many different channels available to distribute your content to ensure potential buyers see it.

Download the Content Strategy Checklist Now!



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