Let’s start by differentiating content strategy and content marketing
The content marketing refers to something operational: creation of the content in question, publication on the platform, and analysis of the results. It no longer needs to prove the effectiveness of content marketing. Faced with the multiplicity of advertising information, or articles calling for call-to-action with a view to conversion, informational content is a key to satisfying its audience.
Google also particularly appreciates informative content, playful, clear, which bring real added value to those who read them. Infographic, article, video, quiz: in terms of on-site possibilities, there are several ways to diversify your content creation.
If content marketing proves to be very effective, it is because it stems from a strategy underlying the actions that will be implemented, and which will ensure their success. To set up a content strategy in line with the expectations of its audience, and capitalize on a high editorial value appreciated by search engines, it is necessary to take into account 5 key points :
- Why do we create content?
- Who are we talking to?
- What type of content do we publish?
- Who is in charge of creating the content?
- How do we measure the success of the actions?
Why publish content?
As in any good digital communication strategy, you have to define Goals to which your content will respond. And it is by implementing a content strategy, thought upstream, that it will help you to precisely determine your different objectives:
- Write a white paper to expand your qualified mailing lists;
- Set up an emailing strategy to achieve conversions;
- Develop an editorial strategy with blogs to gain SEO positions;
- Write in-depth articles to increase traffic to your website;
- Create innovative content formats on social networks to develop your audience;
All of these content elements will be created and delivered at the right time and at the good audience, and then be measured to adjust the strategy as successes or failures occur. With a good content strategy, each publication meets a goal. There is no longer any question of deploying energy for approximate actions, which more or less fall within the global marketing strategy.
A content strategy to target your audience
Among the goals and interests of a content strategy is knowing who you are going to talk to. Understanding your audience is essential for the ensuing content to be in line with its expectations. Several questions will therefore arise:
- What subjects are of particular interest to him?
- Why is he interested in reading your content?
- How can your content provide solutions?
- How are your products and services likely to interest him?
- What would inspire your audience to buy?
If it helps, tell yourself that if you write a letter and you don’t know who it is addressed to, you will probably have trouble finding your words and getting emotional. On the contrary, by knowing your recipient, you will know which formula to use, how to animate this letter with good emotions and good feelings.
If you know your audience, you will know what they like, what they are looking for, and how to always bring them more. You can even surprise ! To achieve this personalization, there is a very useful marketing tool: personas.
“Persona marketing represents your” ideal customer “, an archetype of a group of people you want to reach using your strategy and means of communication. He has common motivations, behaviors and priorities. Your business should have as many personas as it identifies target segments. “
Laurianne Metzinger for CWT Advertising & Com
With the right personas, you will have all the information you need to know who is targeting the content you are creating. This will greatly facilitate the choice of editorial angles, tone to adopt, turns, etc.
Determine what type of content you will publish
There are a multitude of types of content you can publish: blog post, infographics, ebook, white paper, but also podcast, live event, etc. In addition, you can choose to publish short or long content, depending on your goals.
If your website is probably the platform for which you will produce the most content, you can also invest the social media and develop a strategy for influencer marketing for example. This includes partnerships with bloggers, influencers and youtubers.
But the most important will obviously be to adapt the typology of your content to the needs of your audience and to your marketing objectives. To do this, you have to define, precisely, the type of content you need, on which platform it will be most profitable for you to distribute it, and to establish publications calendars for each of the platforms (website, social networks, blogs, etc.).
Who is in charge?
You will understand, defining and implementing a content strategy is a real issue for a company. Also, it is necessary to organize and anticipate its implementation. For this, it is essential to define who will be in charge, and responsibility.
For example, you are, or have on your team, a web writing and SEO professional. This is ideal, you can entrust the management of the strategy and its application. As needed, you will be able to recruit operational profiles so that he can dedicate himself to strategy. So you can expand your content creation by recruiting external service providers who will flesh out your editorial needs.
Your teams will evolve as they go along, taking on responsibilities that are consistent with the logical needs of the strategy: a content manager for strategy and supervision, a web editor for high added value subjects, an SEO agency or freelance to support. Depending on the size of the structure, it is also possible to segment the tasks by specific function: community manager, content manager, web planner, 3D computer graphics designer, etc.
The importance of metrics
It is essential to be able to follow your marketing actions. So you have to put in place goals to measure to see what works and what doesn’t.
For example :
- Are your blog posts grabbing the attention of readers?
- Do your emails drive traffic to your website?
- Do your white papers convert qualified prospects?
So many questions that your content strategy should be able to answer. Obviously, your goals will be refined over time. They can be translated into more marketing terms:
- Rebound rate ;
- Google first page requests;
- Traffic generated per page;
- Traffic generated by channel;
- Site speed;