Content Strategy: Planning Effective Marketing

Bubble speech with cut out phrase "content" in the paper.

Content strategy is a tool that businesses use to plan for the creation, publication, and maintenance of useful and effective content.

Content strategy must both include consideration of the creative direction of content, as well as how it will be implemented to benefit the company. Content strategists at a company will must acknowledge research data and market trends to identify detailed, descriptive content that creates meaningful interactions with customers and the target audience.

Through language, data, and systems, content strategists develop consumer experiences that can engage further business and marketing. Therefore, their focuses lie in maintaining standards in design, monitoring voice and tone, governing workflow and delivery, developing models, and more.

Core Parts of Good Content Strategy

Successful content strategy should outline a company’s key business model and consider its customers’ needs. It manages both content components and people components.

1. Business Case – Often, before beginning content strategy, there must be preliminary research or data that reinforces the necessity and potential impact of developing content strategy. Research that may be helpful in explaining the efficacy of content strategy to corporate executives involve that of the market, the target audience, as well as media types. The business case should also over the risks involved in investing in developing content strategy, and the vision that is hoped the content strategists may achieve.

2. Business Plan – The content program should have specific goals and visions that align with the overall mission and vision of the company, as well as unique values that the specific content can provide and details of the business model. The business plan should also outline the obstacles and opportunities that may occur while developing and executing content strategies. The overview of content strategy should coordinate with the overall business plan of the company in upcoming years as well.

3. Audience Persona and Content Map – For effective content strategy, it’s crucial to identify who the content campaign will be targeting as the audience. The target market’s profile, including their needs, wants, and typical content engagement cycle will be helpful towards catering a specific and engaging content strategy. If a company has a broad target audience, developing multiple audience personas may be necessary. Mapping out different content that will be delivered to the buyer during their purchasing journey will also be helpful to help both the company and the consumer move closer to their goals.

4. Brand Story – The content marketing strategy must be characterized similarly to that of the company for the two to align to each other, and for the consumer to be receiving the same message. Therefore, the specific ideas and messages that will be communicated in the content strategy are crucial to determine even before the content creation begins. How those messages differ from competing companies and how the landscape will evolve throughout the content campaign are important to know or have a general idea of as well.

5. Channel Plan – Having secured platforms to tell the story or deliver the content campaign is essential. These platforms should match with the target audience of the campaign to ensure that the content made is most effective. Having thorough research of the different channels available will be helpful in the implementation part of the content strategy.

 

Further Reading:
“Developing a Content Strategy.” Content Marketing Institute. Content Marketing Institute, n.d.
Web. 19 Mar. 2017.
Colman, Jonathan. “The Epic List of Content Strategy Resources.” Jonathon Colman. N.p., 21
Jan. 2017. Web. 18 Mar. 2017.

 

Author:  Ben Richardson, CEO Acuity Training

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