Content strategy builds your business by building relationships
Marketing used to be about pushing a message out to potential customers, advertising was about interruption. Marketing has (thankfully) evolved.
"We need to stop interrupting what people are interested in and be what people are interested in.” ~ Craig Davis, former chief creative officer at J. Walter Thompson
Businesses must now focus on pulling potential buyers or customers closer to their products and services by creating a conversation, or delighting them with content.
I'm an expert in building content strategies that work hard to reach the right people in the right place. A good content strategy will consider a variety of variables including business objectives, customer needs, stage within the marketing funnel, budget and media channel.
My five step recipe for creating a great content strategy
Step 1. Agree on objectives and budget
We need to decide what you want your content to do for your business and how much money you will have to spend on execution. There's no point in developing a content plan that includes expensive videos, research-heavy white papers and webinars if you don't have the budget or means to make them happen.
Step 2. Define your audience and their needs
I will work with you to create customer personas or avatars (if you don't have them already) that will define and segment your audience. Personas created specifically for content marketing need to put a lot of focus on each segment's pain points and where they look online for solutions.
Step 3. Develop your brand voice
Content marketing is all about building relationships through trust, so it’s important that your content speaks to future customers in a consistent and familiar way. I will build a tone of voice document that will inform all future content marketing communications and act as a brief to creatives.
Step 4. Brainstorm ideas
Once we’ve mapped out your personas and landed on your brand voice, it’s time to get the creative juices flowing.
I start by focussing on your customer personas, looking at each customer's pain points and researching where they go to for information about those points.
I then start to create categories of content to act as brainstorm platforms, further segmenting by conversion funnel stage and media platform.
Step 5. Create a content schedule
I'll build a content schedule that outlines which pieces of content to share with your different personas across which channels.
Get ready to be generous - great content marketing involves giving lots of great insights, ideas and helpful hints to your target audience.
If you’d like some help to create your content strategy or write your content, please get in touch.
Find out more about my blog writing services here.