Let’s touch briefly on content strategy. Today, I’m going to run through some basic concepts that will help you ensure you’re getting the most out of your content strategy.
While the reason you have a content strategy might well be to generate increased revenue, the reason that consumers are going to engage with your content is because you are providing something of value. If that piece is not there, if every piece of your content is a sales pitch, then you won’t be engaging consumers like you want to be (even if your product is the be-all end-all of products).
Next, think about where you’re getting your content. If the marketing team is the only one generating content, then you’re missing out on a huge opportunity. And you’re running the risk of everything you product to come off sounding like marketing copy that wears the veil of valuable content. You need to be engaging most if not every person in your company to generate content (with the marketing team acting as content curator). This should have multiple positive ramifications, such as more valuable and varied content overall from multiple perspectives, and increasing buy-in from employees into the company’s goals and culture.
It can also be a good idea to leverage your partners. Cross-pollinate content with these entities for even more valuable content experiences for your consumers.
Lastly, ensure that your team has a solid content strategy in place that’s driving all of this content curation and delivery. And when I say content strategy, I mean you need an actual document that at the very least:
- Identifies your target audiences: Providing focus, as well as personalization opportunities
- Sets goals: Are you trying to generate online engagement? Are you tracking conversions? What are your Key Performance Indicators (KPI) and how are you measuring the ROI of your strategy
- Considers how to repurpose content
Make sure you have a concerted content strategy in place. Make sure the content you’re providing is valuable and not just a sales sheet. And make sure you’re leveraging the best content you can.
In Part 2, I’ll discuss some types of content and tools you should consider if you haven’t already.