A content marketing strategy isn’t just a document full of ideas you put together and then forget. It’s your key to success. A good content marketing strategy will guide you through each step, help you reach your goals and help you make an impact that will benefit your business. Unfortunately, many businesses attempt to do content marketing without having a real plan.
Without a content marketing plan, you are left to drift from idea to idea and before you know it, you start creating content just for the sake of creating it. Your pieces don’t work together, your link strategy isn’t helping you earn search engine rankings and your content isn’t helping you reach the right audience.
Starting a Documented Strategy
Content Marketing Institute and Marketing Profs released their 2015 content marketing research and the results prove that having a strategy is essential. According to the report, 54 percent of the most effective content marketers have a documented strategy.
Did you catch the word “documented?” Sitting down with your team and talking about a plan and throwing around ideas isn’t enough. You need to outline that plan in a document that everyone can access and that you can revisit on a regular basis.
A good strategy will include a purpose, measurable goals and tactics that will help you reach those goals and fulfil your content marketing purpose. The strategy should be organised logically and be very detailed. Don’t just state in a paragraph or two what you want to do. Define exactly how you will do it and then how you will measure your success.
Relying on your Strategy as a Guide
According to the research mentioned above, 62 percent of the most effective content marketers are guided by their strategy. This means that the best content marketers don’t just forget about their strategy. They keep referring back to it and follow through with the plans they made, which can be easier said than done.
One of the easiest ways to make sure you rely on your strategy is to create a timetable for your plans. Make a content marketing calendar and then add your tactics and goals to it. Set deadlines for content production and for when you want to meet your goals.
Then, make sure everyone on your team has this calendar and prioritises their work according to the plan. A calendar can help you make sure you stay on task and that you are following through with your plans.
This doesn’t mean that your strategy is set in stone. In most cases, your content strategy will need to grow with your business and will require alterations and changes as you find out what works and what doesn’t. This is perfectly okay. The idea is to have a strategy and then use it.
If you feel like your business isn’t using content marketing to its fullest potential, contact us. We offer content marketing and other internet marketing services that will help you reach your market and grow your brand online.