Gone are the days when you could hit publish on your blog post and walk away knowing that someone somewhere will read your content.
The reality is that now more than ever, chances are that when you publish, you know that the only ones checking for your content is your mother.
Even worse, you fear the sound of crickets.
The problem is that content is everywhere. The online space is so saturated, with this problem worsening day by day.
Every month, 70 million new posts appear on WordPress alone.
Thats a lot!
If it is your desire to stand out online.
Your desire is valid. In order to stand out in the sea of content, generate leads and ultimately grow your brand, you will need a content strategy my friend.
In this post, I will share with you what a content strategy is (and what it is not) and why it is important. You will also walk away knowing exactly how to create a content strategy for your brand and business.
What Is A Content Strategy?
A Content strategy is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry.
It guides the creation, delivery and governance of useful, usable content.
You might be tempted to think that once you have decided on your content platforms, brainstormed some topic ideas and plugged it into your calendar, that you have a solid strategy,
While it is essential to plan our your content in a strategic way, a well defined content strategy goes deeper than this.
Your content strategy is more than a plan. It covers everything that is needed to get your content seen by your target audience. Not only that, it ensures that your audience will take action that helps you meet your business goals and objectives.
We do not create content for the sake of creating
So all useful content should have a strategy behind it to make it worthwhile.
An effective content strategy is paramount to the success of a brand or business.
It is important that you develop a strategy for your content for the following reasons.
It Helps To Builds Brand Awareness
There is no point spending time to write a blog post if noone is going to find it and read it.
When you have an effective content strategy in place, you are able to strategize on how exactly your content will be discovered.
SEO is an important component of content strategy. This ensures that your content shows up when the specific keywords are searched for on search engines. Of course, this is only one example but a healthy content strategy brings new eyes to your content and your brand.
The great thing about SEO is that you may not see the results of your efforts immediately. However, given enough time, you will start to see the hard work pay off. At that point it becomes like a domino effect.
You Can Save Time And Money
With a content strategy, you are not wasting time and energy on things that do not drive results. You are able to streamline your processed so that you can do more of whats working and let go of the things that are not.
It Helps To Build Trust
One of the most important things that you can build for your brand is trust. Trust is crucial in order for people to buy from you.
Trust must be earned, not assumed. When you provide high quality content on a consistent basis, you really start to build credibility and trust from your audience and peers. This will help you to land not only clients, but speaking opportunities, collaborations and more.
It Gives You An Edge
Let’s face it, the majority of people creating content online today are throwing spaghetti on a wall and hoping that something will stick. If you are even thinking of developing a strategy, you are ahead of the majority and will have a competitive edge.
It Helps You Find Brand Clarity
As you start to build out your content strategy, you gain clarity on your brand. This helps you to connect more to the WHY of your brand and as a result connect more with your audience.
How To Create A Content Strategy
As we discussed earlier, a content strategy consists of three main parts- the creation, delivery and governance of the content you create. It is a guide that governs each piece of content that you will create.
Here are the key questions that I would like for you to start asking yourself as you develop your content strategy.
- What are my business goals?
- Who will be reading my content?
- What problem does my content solve?
- What type of content will I be creating (what platforms will I choose to share content on)?
- How will I promote and share my content?
Once you have a good idea of the content you will create and where you will share this content, you also need to figure out the KPIs (Key performance indicators) that you are going to track.
Your KPIs will be different depending on which platforms you choose to focus on. The key is to keep track because that is how you are going to know that you are progressing. You will also be able to tweak and modify your strategy based on the data.
The goal of an effective content strategy is to help you in creating content that meets the needs of your target audience. Once you can identify their pain points and help them solve them, you can convert this audience into customers.
Now that you have an idea of why it is important to have a content strategy, you can go on and start implementing this for your blog and business.