content marketing strategies
Content marketing was used long before social media, SEO, and ad networks. While it’s essential to leverage the latest online marketing tools, there is great value in generating quality content that meets the needs of your target audience.
Content marketing represents one of the finest examples of strategic, measurable marketing. This digital communication builds brand credibility and drives traffic across channels when handled correctly. Because content strategy is an integral part of the overall digital strategy, it’s critical that organizations invest in training and supporting the organization’s employees, who are responsible for creating and distributing the content.
Content Marketing Strategy
According to Raphael Avraham Sternberg, five core elements contribute to a successful Content Marketing Strategy.
1. Purpose of the content
The first step in building an effective content marketing strategy is to understand the purpose of the content you’re creating entirely. In many cases, content is created with only one purpose: increasing website traffic. However, proper planning leads to messages that provide value for the audience and positively impact your business objectives.
2. Goals
To make content creation a strategic initiative that supports the company’s goals, the manager needs to establish marketing and business objectives. For example, one goal might be to increase website traffic by 10%, while another is to grow a specific sales channel. Each goal will have different metrics assigned, such as audience growth and an increase in leads, which will allow you to analyze your success over time.
2. Audience
When identifying your target audience, seek insight into who they are and what they want from your brand. It’s essential to speak directly to your audience and ensure that all content is relevant to their needs.
3. Key Performance Indicators (KPIs)
When creating content, it’s essential to have KPIs to measure your message’s effectiveness. To determine success, it’s essential to have specific targets for each campaign that are based on your objectives and audience. Once you understand the KPIs for each campaign, you can better manage your content creation process. Ways of measuring success include measuring website traffic and leads generated by content.
4. Channels
Channels, including social media platforms and websites, enable you to reach and engage with a target audience. As you plan for each channel or platform, consider how you can best engage your target audience. In addition to identifying the specific channels and channels you intend to use, think about the delivery systems, such as email, brochures, and other media you can use alongside your online content for maximum impact.
5. Measurement
Once the content is created, it’s essential to understand how it will be measured. Tracking the impact of your content on your goals will provide valuable feedback that will help you refine your strategy for future projects. With a clear goal in mind and a measurement plan, you can work with your team to create meaningful content that demonstrates success for the brand.
Raphael Avraham Sternberg provides a useful framework for establishing a successful content marketing strategy. However, with the amount of competition today, it’s imperative that each stakeholder participate in the planning process to ensure that each piece of content will help the company build an audience and grow revenue.