CONTENT STRATEGY

A killer content strategy boils down to working out what content will help your target audience and inspire them to take action, and where the content needs to be to reach them.

Sounds simple, right? Not so fast. Getting this right takes some hard yards in research, planning and fine-tuning. You need to set goals, research your target audience, and map out how people will interact with your content. Then you need to focus on the successful creation, delivery and governance of that content.

Unfortunately, when it comes to crafting a stellar content strategy, there’s no one size fits all. The way you develop a content strategy will be unique to your business and situation. However, there are a few steps that every business should take.

Setting goals is the first essential step to a killer content strategy. You need clear goals if your content is to have any direction and purpose.

Next, research your audiences. Do lots of research. Dig deep into your qualitative and quantitative data to define your ideal customers. Work out where they spend their time. For example, when it comes to social networks, that could be LinkedIn for professional services, Instagram for anything retail related and Facebook for almost all audiences.

Only when you have a clear picture of your audience can you lock on the right content to engage them. This research shows you how to use the content to accelerate your search engine optimisation (SEO) results, attract waves of new visitors and convert more customers.

Another essential step in creating your content strategy is a gap analysis. Check out your competitors and see what you’re up against. Conduct a thorough audit of your existing content. What successes can you build on? What needs improvement? Where are the gaps? Is your content too niche or too broad?

This might all sound time-consuming and overwhelming, which is where hiring an agency can help. Talk to us about how we’ll work with you to craft a content strategy that hits your goals.

Ready to give your audience even more usable content? Scaling your content strategy isn’t as hard as you might think. The first step is to review your strategy. Do you need to set new goals and KPIs? Will the same tone of voice and approach work? How has your target audience changed?

Scaling your content strategy means you need to invest in creating more pieces of content, which means you need more resources and more budget. So, get ready to make a strong business case. Look at the ROI your content has achieved to date and use real numbers to guide your business case and future strategy.

Your current content strategy might be based on educated guesses, but when you're scaling, you can use real benchmarks to set the path. How are your content and SEO performing? Is your team creating content that resonates and compels your audience to act?

After all, scaling doesn’t just mean pumping out a higher volume of content – it means creating more high-quality content that adds value to your audience. And they’re the insights you can only find in the data. That means you not only need a content management system that is set up properly, but you also need to know how to get the right insights to make data-driven decisions.

Want to dive deep into your data to scale your content strategy? OMG can help.

Content strategy is a roadmap to your digital marketing success. The process of creating a content strategy means you have a clear vision of what content you need to create, who you are creating it for, and how it will be delivered.

Content strategy is full of questions like, "Who are we trying to reach?", “What are our goals?”, and “How will we measure success?”.

In other words, it defines how your content will add value for your audience, satisfy their needs, and meet your business goals.

Another way to look at it is that a content strategy makes sure every piece of content has value. Nothing goes to waste. This ensures you maximise your content marketing budget and drive a stronger ROI.

And there’s more. Content strategy makes your life easier as a marketer too. It guides decisions about content from the moment of creation to deletion. It also sets benchmarks against which to measure your content’s success. All of this means you have a strong business case for your content marketing, as well as clear guidelines for your team to follow. Whenever someone asks “what are we doing?” or “why are we doing this?”, you have an answer ready to go.