Content strategy is the ongoing process of transforming business objectives and goals into a plan that uses content as a primary means of achieving those goals.
At its core, your content marketing strategy is your “why.” Why you are creating content, who you are helping, and how you will help them in a way no one else can. Organizations typically use content marketing to build an audience and to achieve at least one of these profitable results: increased revenue, lower costs, or better customers.
Project NameContent StrategyClientWebSolutions IncOur RoleSEO Optimization
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Think of a content marketing strategy as an outline of your key business and customer needs, plus a detailed plan for how you will use content to address them.
While there are no definitive “templates” for building a content marketing strategy — each one will be unique to the business that creates it — there are five components that they commonly include:
1.Your business case for innovating with content marketing: By communicating your reasons for creating content, the risks involved, and your vision of what success will look like, you are much more likely to gain executive support for your strategy — and to get permission to make a mistake here and there as you figure out what works best for your business.
2.Your business plan for content marketing: This covers the goals you have for your content program, the unique value you are looking to provide through your content, and details of your business model. It also should outline the obstacles and opportunities you may encounter as you execute your plan.
3.Your brand story: Here, you characterize your content marketing in terms of what ideas and messages you want to communicate, how those messages differ from the competition, and how you see the landscape evolving once you have shared them with your audience.
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Content is vital for businesses today as a means of attracting potential customers without relying on traditional “push” advertising techniques. Digital content allows potential customers to discover and engage with you organically. As they search for topics and concepts relevant to what they want to do or know, they find you and dive deeper at their leisure.
It’s a means of showing your expertise and awareness around things your target audience cares about and building trust with them so that if they decide to make a purchase, you are front and center. It’s not about being purely promotional or transactional. You have to truly add value in some way if you want your content to move any business goal forward.
“Content” is a single word loaded with different connotations and meanings that depend on its context. Yet, a single concise definition is elusive – most of us would simply say we know it when we see it. It applies to technical whitepapers and in-depth blog posts as much it does to TikTok videos and memes.
As your budget progresses and evolves, continue referring to your SMART objectives. Stay focused and remember your goals – they will always inform what your next step will be!