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Content Marketing Strategy: A Comprehensive Guide for Modern Marketers



A content marketing strategy is your master plan for building relationships with your audience by creating and publishing consistent and frequent content that informs, engages, or inspires people and helps to turn them into your customers.

But before you get into your content creation autopilot mode, you need to work these out:



1. Determine your customer base


It’s imperative to know your customer. Figure out the basics like their wants, needs, and struggles. Once you know who they are and what they require, you’ll be able to speak their language and solve their problems. So firstly, decide your target customers and then work out your content decisions keeping them in mind.



2. Figure out what they are looking for


Now you need to relate to them and try to understand their perspective. What will attract them to get into business with you? What steps will they take? What information will they require? Base your initial content on this deduction. Walk them through the steps that lead towards your business.



3. Choose your communication style


Now, you need to know how you want to convey the information. This is the time to get creative. Decide the format, type of story, tone, and voice of your content. Understand what your customers will resonate with. Trust your intuition. It isn’t a one-shot deal, use a trial and error approach. In time you will become an expert in the process.



Now that we have told you about the What and Why, it’s time to spill the beans on How. Here are the steps you can follow to create a kickass Content Strategy:


Step 1: Set Up Your Goals


Create short-term and long-term goals that relate to your overall mission and vision. Then, make sure that your content pieces align with these goals and work towards meeting them. Your Content Marketing goals should work hand in hand with your company-wide goals.


Work out your goals using frameworks like SMART (Specific, Measurable, Achievable, Relevant, and Time-Bound) and CLEAR (Collaborative, Limited, Emotional, Appreciable, and Refinable). Create realistic benchmarks and make them flexible. Use KPIs (Key Performance Indicators) to measure your results against your goals.



Step 2. Conduct Buyer Research


If you are new to the game, determine your target market. As discussed above, it is one of the key steps in the content strategy process. Even if you are an existing and experienced marketer, your target customers can change.

Decide if you want to expand your market or target a completely new one. You can also decide to stick with the same audience if your goals are being met and you’re happy with your position.


You can also audit your existing content. Use your existing pieces to analyze and understand the current state of your content. What type of content is attracting more audience? What is bringing you the best results? Which areas need improvement? Answering such questions can help you determine your next plan of action.



Step 4: Make A Content Plan


Planning your content can help you to allot your resources appropriately. It also helps you make adjustments to your expectations and deadlines depending on the speed of the workflow.


An important step in this planning stage is to uncover relevant topics. There are plenty of tools available that can help you come up with ideas. However, our tip is to follow your gut and develop on what you feel your audience needs.



Step 5: Start Creating Your Content


Including a variety of content that appeals to your entire target audience is important. However, it is equally important to make this content SEO-friendly. Organic search accounts for 35% of web traffic, this is where SEO plays a major role. Optimize your content using keywords, links, and more to reach a wider internet base.


Make sure that your piece is engaging. Use a consistent tone, good readability, and organized flow. You can also step ahead of the game and include user-generated content in your piece to appeal to the audience and make them feel heard. This is also an easy way to generate new content.

Step 6: Map Out Content Distribution Channels


Find out where your audience is spending maximum time and then use those channels to spread your resources. This will increase the visibility of your content. Decide your budget and use social media analytics and demographics to determine which platform suits you the most. Some social media channels can engage your clients and some can simply be a waste of money.


You can also try out more trending methods of promotion like influencer marketing, sponsored posts as well as viral concepts.



Step 7: Evaluate The Content Performance


Evaluating your content performance can be the best way to realize the type of content that resonates with your audience. It can also help you in generating better content in the future. This helps you get the signals you need to understand where the interest of your audience lies. You can use Engagement rate, SEO results, User Behavior as well as Company revenue to do the same.


Using the right tactic, you can reach a larger target market and increase your conversion rate. Use our tips and tricks to extract value from your content and grow your business to the heights it deserves.

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