Content Strategy has become a buzz word in the marketing industry. With the rise of social media and our shift away from traditional advertising mediums, everyone who’s anyone is telling you that you need one.
We can understand why a Content Strategy may seem confusing, unnecessary or expensive if content isn’t your thing. But we think it’s important for all businesses to understand that it’s an investment in the success of their marketing.
There’s a great quote that sums up the answer to what it is that makes a Content Strategy so great:
‘Content without strategy is just stuff, and the world has enough stuff.’
While it’s succinct and impactful, there’s a little more to it than that.
Content strategies are built upon one of the first things we learnt about building a narrative in English class at school: Who, What, Whereand Why.
When completed, a Content Strategy acts as a road map of the journey you want your audiences to take in interacting with your business to achieve your goals, whether that be people making a purchase, getting in touch or simply being educated. It helps to create cohesion and gets all of your marketing tools working together in a meaningful way.
Let’s take a look at what’s involved…
We get to know who you are, who your business is and who your customers are. This is the first step in developing and tailoring your Content Strategy and one of the most important as many audiences connect with and become loyal to the ‘who’ of a business, rather than what you’re selling.
Once we know who your business is, we can strategise what tools you’ll need to create or update to guide your audience’s journey toward interacting with your business. This often includes a combination of website copy, targeted landing pages, brochures, blogs, eBooks or personal branding profiles like LinkedIn.
Where your marketing content is used is going to inform the tone of voice. For example, professional websites such as LinkedIn require a much more formal tone than a Facebook post. Copy for your homepage needs to be short and impactful whereas your About page can go into more detail to share your story.
No Content Strategy is complete without an understanding of why you’re putting all of these marketing tools into place. We’ll tell you why eachpiece of content is used in the way it is and how that leads toward your desired outcome. Not only does this give you a good understanding of how your investment in your marketing will pay off, it also helps to connect the dots of your customers’ journey.
When putting a Content Strategy into practice, a potential clients’ journey might look a little like this:
They start at a Facebook ad and click through to a targeted landing page of your website. This landing page gives an overview of your business and prompts the customer to sign up for your free eBook course. You can then send marketingemails and newsletters to your database that prompt them to read your blog posts online. Once they’ve finished reading, the visit your website for more information, check on your social media profiles and LinkedIn to better understand your ethos and then get in touch with you where you can secure them as a client.
Content Strategies are completely customised to your goals and updated as you, your business and your desired outcomes change.
Be sure to get in touch if you have any questions about a Content Strategy or chat about creating one for your business.