Despite the fact that the global marketing community has been familiar with notions “a content strategy” and “content marketing” and a vast array of advantages these notions can bring, many specialists still confuse them with a notion of advertising, thus often fail to build up and realize well-working content strategies.
Keys to Building a Successful Content Strategy Undoubtedly, the creation of a content strategy is a non-stop process, which presupposes ongoing modifications, continuous refinement and repurposing for various media channels along with the actual preparation and distribution of targeted and engaging content.
If to describe the process of building up a successful content strategy in a form of a so-called “content circle”, the latter will include four main stages:
Discovery. At the initial, Discovery stage, a company should conduct content S.W.O.T. analysis and figure out a range of available internal and external content sources. For example, it is quite a frequent practice for businesses to engage their top-management in writing guest columns and sharing their unique industry insights in famous digital outlets, (e.g. Anton Ruin, CEO of Epom ad serving company, is a permanent contributor at New Media Knowledge, etc.)
The discovery stage also presupposes the definition of a company’s target audience, that is, finding answers to the questions who, where and how the shared content aims to reach. In this respect, it is vital to figure out audience’s likes, interests and social interactions, so that the company’s content engages as many potential customers as possible on a long-term basis via loyal subscriptions, for instance.
Implementation. As long as the analysis and target audience research are ready, a company can pass on to the so-called Implementation stage, which includes the actual creation and distribution of the chosen types of content. In this respect, it is important to delegate and segregate tasks properly to come up with only the best-quality content pieces.
Measurement. Even if a company manages to create and share highly engaging content on the Web, the strategy loses its effectiveness, if marketers fail to measure acquired results, e.g. volume of audience reach, amount of feedback, the generated demand, etc.
In fact, it is equally important to determine the key KPIs and the best ways to measure them for every business.
Refinement. Having found out, which content types/pieces happen to attract most attention, evoke feedback that is more positive and convert best, a company’s marketing team will definitely find it easier to improve the previously composed content strategy and increase its efficiency in future.
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