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Plan Your Content Smartly to Increase Your Brand ReachAdmin 27-11-2020
You must have heard many times that content is the king so you can gauge the importance of content in the marketing campaign of your business. Especially when it comes to digital marketing, the content you post on different media showcases what your brand or business is like, what are its values and beliefs, while also helping you keep your audience engaged with your brand.
In one of our previous blog posts, we have already discussed how to strategize your content for social media to gain more engagements and impressions. However, content strategy is not limited to social media. In fact, it is far from it. It includes every content that is ever published or going to be published by your business onto different channels on the internet, whether it is your own website and blog or social media platforms.
In this blog today, we will discuss how to create a content strategy for your brand that will help you organize your content over different digital platforms. However, before that, let us understand why it is necessary to have a content strategy for your business.
What is content strategy and why you need it?
A content strategy is properly structured and organized plan to create and manage content (textual, visual, audio, or any other) in a way that makes it easy for you to map the impact of your content on the overall business of your brand.
Having a content strategy helps you to plan how and when you need to create and publish content so that it gives you optimum results to reach your digital marketing goal.
Yes, content marketing is a huge part of your digital marketing campaign, and that is why more than 37% of businesses have a well-documented content strategy, while 64% are planning to learn how to create a scalable digital content strategy.
Where your content is the voice of your brand, it needs to be well-planned and well-executed across different platforms on the internet. The content has the power to generate leads and conversions even months and years after you have published it online.
So, if you have written content that is popular among your audience, chances are, more people will continuously visit and view that content for a long period of time. This means your organic reach will keep steadily increasing thanks to that content.
That being said, let us move further to understand how you can strategize your content smartly to increase your brand reach, and eventually, your conversion rates.
How to create a digital marketing content strategy?
Your content strategy is a plan for creating and distributing various content on a timely basis to reach a weekly or monthly marketing goal. However, before you set your goal, it is vital to know:
· Who your target audience is?
· How does your product or service help solve their problems?
· What is your unique selling point?
· What content types will you use?
· Where do you plan to publish it?
Answers to these questions will help you understand which kind of content you will need to create for your business. Accordingly, it will also help you to plan the budget for content marketing.
Here is what to do next…
Define a specific goal
What do you plan to achieve with your content strategy? Knowing your goals will give you a direction to plan your content. Create content keeping in mind those goals.
For example, if the goal of your content marketing is to increase social media engagement, then make sure that all your content is structured in a way that helps make your audience visit your social media pages and take action.
Goal-defining also helps you understand what points to focus on while creating your content so that you create crisp, clear, and informative content on the right topics without getting side-tracked.
Create a buyer persona
Once you know who your audience is, creating a buyer persona will help you understand their needs and challenges. You can leverage them to make your audience aware of their challenges and show them how your product or service can help overcome these challenges.
With the growth of your business over the years, your target audience may change, so make sure that you research your target audience annually while conducting market research. Change your target audience parameters accordingly.
Analyze your past content
Revisiting and analyzing your past content will also give you an idea of what kind of content is gaining more traction on the internet. It will also let you know if there is a need to branch out your content in other formats.
For example, if you have been focusing more on blog posts, you can repurpose the content into a video that shortly explains what is in that blog. This will help you to spread out your content in a way that will attract more audience.
Schedule your content
Whether it is writing the content or publishing it online, making a clear schedule of your content will allow you to plan your content. Before that, however, you need to find the right ideas for creating content.
Content ideas need to be relevant, interesting, and informative. Make sure that they contain the right keywords so that they reach your target audience. Moreover, your content should not be about what you want your audience to know about your business. Instead, it should focus more on what your audience wants to know about your field.
Once you have your topics and ideas, place them on a calendar according to when you need them to be written and published. This will help you create topics that coincide with important dates and events to increase the relevancy of your content.
For instance, if you are writing a fitness blog, then you can schedule a blog topic related to thanksgiving a few days before thanksgiving. Keeping a content calendar will help you give enough time to plan your content, textual, or visual.
Create and manage content
Once you have done all the preparations, it is time to craft the actual content. Make sure that your brand voice is the same throughout all your different formats of content. It could be casual, formal, or semi-casual.
Moreover, content style, text, and length will change according to the format of your content. For instance, the content for your blog will be different from the content you create for social media posts or videos, not just in terms of format but also in terms of their written text (caption, script, etc.).
You can use a content management system (CMS) for creating, managing, and analyzing your content and its performance. The most popular content management system is WordPress that allows you to create content, manage it, schedule, and publish it.
It also provides analytics on how many impressions it received, from where, shares, comments, and similar other metrics. These analytics help you understand the reach and interaction rate of your content.
Distribute your content
Content published in isolation brings no results. So, it is important to distribute and market your content on different platforms online.
For example, if you have written a blog, it is wise you market it among your followers on social media and email it to your subscribers. That way, you can direct the traffic from your social media accounts and email lists to your blog posts.
Similarly, you can use your blog posts to draw traffic towards your social media accounts and email opt-ins.
With these steps, you can manage and scale your content marketing campaign. You can also try outsourcing content marketing for your business. One good way to start is to contact a digital marketing agency that also takes care of content creation and marketing for your business.
Creating a smart content strategy allows you to organize how and when you should publish your content to get maximum results. Remember that your content is just as important as its strategy. Your audience does not want you to keep talking about your product or service. They would rather read informative content that gives them knowledge of your industry.
In this blog, we discussed different steps to plan your content marketing campaign. To summarize them, here are the steps:
· Define a specific goal
· Create a buyer persona
· Analyze your past content
· Schedule your content
· Create and manage content
· Distribute your content
To get your content marketing right, you can also take help from experts. Digital marketing professionals can help you plan and market your content the right way so that you get the maximum benefits and reach your goal faster.
How do you plan your content? Would you add to the list of steps we have discussed today? Let us know in the comments below. And for more topics like these, check out our blog.