Do you want to know what SEO, content strategy or content means? In this article, we are going to answer these questions and even more. We will talk about some tactics on how to come up with a killer content strategy.
So first of all by saying content we mean any information that lives on the web and can be consumed on the web. When we say SEO (search engine optimization) we mean the process of optimizing a website so that people can easily find it via search engines like Google.
According to Rachel Lovinger, the main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. We have to be experts in all aspects of communication in order to do this effectively.
There are some content-related disciplines that deserve their own definition.
This one defines the guidelines by which all online content is governed (values, voice, tone, legal and regulatory concerns, user-generated content, etc). It can also define an organization’s online editorial calendar, including content life cycles.
This one is the practice of writing useful, usable content specifically intended for online publication. Web writing is a whole lot more than smart copywriting. By saying an effective web writer we mean the one who must understand the basics of user experience design. He/she must be able to translate information architecture documentation, write effective metadata, and manage an ever-changing content inventory.
This one identifies the type and structure of metadata (also known as “data about data” or content). Smart, well-structured metadata is the main key that helps publishers to identify, organize, use, and reuse content.
Search engine optimization
This one is the process of editing and organizing the content on a page or across a website in order to increase its potential relevance to specific search engine keywords.
Content management strategy
This one defines the technologies needed to capture, store, deliver, and preserve an organization’s content. The key considerations of this strategy are publishing infrastructures, content life cycles and workflows.
Content channel distribution strategy
This one defines how and where content will be made available to users.
Now let us talk about the content strategy and what it defines.
The aim of the content strategy is to plan for the creation, publication, and governance of useful, usable content. One of the main tasks of the content strategist is to define not only which content will be published, but also why we are publishing that particular content in the first place. Otherwise, content strategy will not be a strategy at all, but just a glorified production line for content nobody really needs or wants. The development of the content strategy is necessarily preceded by a detailed audit and analysis of existing content. This is a critically important process. It is often glossed over or even skipped by project teams.
A content strategy defines the following:
- content gap analysis,
- metadata frameworks and related content attributes
- key themes and messages,
- recommended topics,
- content purpose search engine optimization (SEO)
Now let us clarify what are the important steps if you want to come up with killer content strategy.
Clarify the objectives for content marketing
Make it clear why are you doing this at all? Determine what is content going to do for your organization. Is it going to create awareness or generate leads or maybe improve loyalty and retention?
Keep in mind that the goal is not to be good at content marketing. Your goal is to be good at business because of marketing.
Your peculiar one thing
Determine what your one thing is that you will create in your content marketing program (the one thing that will set you apart). As you already know there is a huge glut of content and definitely more on the way. So just think will you be disproportionately useful, motivational, inspirational, or otherwise? Make it clear what the heart and soul of your content program is?
Keep in mind to letting yourself to make the story bigger.
Determine exactly who your competitors are
Make a list which does not need to be a long one. It is enough to simply write down your worst or best three competitors. The purpose is to know clearly who you are up against, and how to outsmart them. Try not to become obsessed with what your competitors are doing. Instead, you need to acknowledge their presence but focus on your own plan and program.
Find out the needs of the audience
A good question to ask yourself is what your audiences need to know from you. It is a must to understand as better as you can the information and persuasive requirements of your customers. So use search and social media as well as conversations with customers and your internal personnel. Pay special attention to sales and customer service.
After doing this organize those needs by persona and funnel stage in order to create a map of necessary content.
Keep in mind not to settle for data. You need to get real insights which require customer conversations.
Create a content execution plan
You want to determine optional content modalities so use personas and customer conversations to do that. Find out where and how your audiences consume information. An important thing that you should clearly understand is that customers are going to need different types of content depending upon the funnel stage.
Also create a plan that will show what content you are going to create daily, weekly, monthly, and quarterly.
Keep in mind that you should always define calls-to-action. A good question to ask yourself is what you want your content consumers to do next.
Create a content amplification plan
In reality, it is not enough to just create contents. There are many cases when you need to amplify them. In other words, you need to market your marketing. This is when you need the help of social media more than ever. Try to recognize the places and the people (customers, employees, influencers) that can help you amplify your content marketing.
Keep in mind that content is a fire which needs gasoline. Guess what? Social media is the needed gasoline.
These were the most important points to pay attention to when writing content. Hopefully, you will use our tips beneficially while dealing with content strategy. We wish you good luck.