5 key points for setting up a content strategy

As advertising becomes more and more present in our daily lives, professional and personal, a content strategy seems to be the key to building a natural connection with your audience. But how do you effectively implement the various elements that make up your strategy?

Let’s start by distinguishing between content strategy and content marketing.

content marketing

content marketing Refers to some operations: creation of the content in question, publication on the platform, and analysis of results. There is no longer a need to prove the effectiveness of content marketing. Faced with a deluge of advertising information, or articles calling for call-to-action ChangeInformative content is the key to satisfying your audience.

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Google also particularly appreciates instructional materialsPlayful, clear, that bring real added value to those who read them. There are many ways to diversify your content creation, in terms of site possibilities: infographic, article, video, quiz.

content strategy

If content marketing is proving to be very effective, it is because it stems from a strategy based on what they do, and that will ensure their success. to set up a content strategy In order to live up to the expectations of your audience, and capitalize on a strong editorial value that is appreciated by search engines, it is essential to keep this in mind. 5 key points ,

  • Why do we create content?
  • Who are we for?
  • What kind of content are we posting?
  • Who is in charge of creating the content?
  • How do you measure the success of tasks?

Why publish content?

Like any good digital communication strategy, it is essential to define Target To which your content will respond. And it is by setting up a content strategy that is thought out above, it will help you to properly set your various objectives:

  • Write a white paper to strengthen your qualified mailing lists;
  • Set up an email strategy to get conversions;
  • Develop an editorial strategy with the blog to gain an SEO position;
  • Write in-depth articles to increase traffic to your website;
  • Create innovative content formats on social networks to grow your audience;
  • Etcetera.

All these pieces of content are going to be created and delivered at the right time and at the right time. good audience, then the strategy is measured to be adjusted as successes or failures. With a good content strategy, each post serves a purpose. There is no question of deploying energy for projected works, which more or less belongs to global marketing strategy,

A content strategy to target your audience

Between the objectives and interests of a content strategy, it’s important to know who you’re going to address. understanding your audience The latter is necessary in order for the content to flow according to its expectations. So many questions will arise:

  • What subjects are of particular interest to him?
  • Why is he interested in reading your material?
  • How can your content provide a solution?
  • How could he be interested in your products and services?
  • What will make your audience decide to buy?
  • Etcetera.

If it helps, tell yourself that you’ll have a hard time finding your words and putting feelings in them if you don’t know what it’s for. Conversely, by knowing your recipient, you’ll know what formula to use, how to animate the letter. good feelings and good feelings.

If you know your audience, you’ll know what they’re looking for, what they’re looking for, and how to always bring more to them. you can even Wonder , To achieve this personalization, there is a very useful marketing tool: the person.

“The marketing persona represents your ‘ideal customer,’ which is an ideal of a group of people that you want to reach using your strategy and means of communication. He or she has common motivations, behaviors, and preferences. In your business There should be as many individuals as it identifies the target segments.”

Webmarketing & Com. for Laurian Metzinger

With the right people, you’ll have all the information you need to know who the content you’re creating is for. This will greatly facilitate the choice of editorial angle, the tone of adopting, turns, etc.

Decide what type of content you will publish

You can publish many types of content: blog posts, article information, ebook, white paper, but also podcast, live events, etc. In addition, you can choose to publish short or long content depending on your goals.

If your website is probably the platform you’ll be producing the most content for, you might as well invest in it. Social Networks and develop a strategy influencer marketing for example. This specifically includes partnerships with bloggers, influencers or YouTubers.

But the most important will obviously be to adapt the typology of your content to the needs of your audience and your marketing objectives. To do this, you need to define exactly what kind of content you need, on which platform it will be most profitable for you to distribute and install it. publication calendar For each platform (website, social network, blog, etc.).

Who’s in charge?

As you must have understood, defining and implementing a content strategy is a real bets for the company. At the same time, it is necessary to organize and anticipate its implementation. For this it is necessary to define who will be in charge, and responsibility.

For example, you are a professional web writing and SEO, or are on your team. Ideally, you can entrust him with the management of the strategy and its application. You will be able to recruit operational profiles as and when required so that they can dedicate themselves to strategy. so you can Expand your content creation By recruiting external service providers who will expand your editorial needs.

This is how your teams will grow over time, taking on responsibilities in line with the logical requirements of the strategy: a content Manager For strategy and supervision, a web editor for high-added value topics, an SEO agency or free to provide support. Depending on the size of the structure, it is also possible to divide the tasks by specific functions: community manager, content manager, web planner, 3D graphic designer, etc.

importance of metrics

Being able to follow through on your marketing actions is essential. so it is necessary to install Measuring Objectives To see what works and what doesn’t.

for example :

  • Are your blog posts grabbing readers’ attention?
  • Are your emails driving traffic to your website?
  • Are Your White Papers Converting Qualified Leads?

These are all questions that your content strategy must answer. Obviously, your goals will refine as you progress. They can be translated into more marketing terms:

  • rebound rate;
  • Google First Page Questions;
  • traffic generated per page;
  • traffic generated by the channel;
  • site speed;
  • Etcetera.

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