Two-thirds of the content marketers enjoying the most success from their campaigns have a documented strategy in place, according to recent research from Content Marketing Institute. These strategies help teams to establish and focus on content priorities and allocate resources effectively to deliver optimal results and return on investment.
Where to start?
Content marketing should serve a function for your business and your customers. A documented strategy therefore needs to detail how you will go about achieving this aim. First up, choose a business model that will closely align with your goals, available budget, and the value you want to deliver to audiences.
You could, for example, opt to focus on being a centre of excellence with informative and educational content being the tool to deepen relationships with customers, deliver highly specialised content as a service, or use materials to support and integrate with broader efforts to drive interest in products and services. Content can be used for a variety of purposes, so knowing what you want it to do is a great jumping-off point.
Now that you have a model as a foundation for your content marketing activities, you can start honing in on specific purposes for its existence. Do you want to increase traffic to your website, increase return on investment from marketing, or drive greater loyalty from existing audiences? After deciding on a purpose, you can come up with a few goals based on your purpose and metrics to gauge success.
Content created with broad strokes is rarely specific enough to serve the needs of any group, so you need to define a niche or target audience. An excellent way to do this is by creating marketing personas. Everyone on your team needs a clear understanding of this single niche, and personas will distil interests, problems and desires into a neat package for content targeting.
You can conclude your documented strategy with a clear and compelling mission statement that details your vision, the value of content, and who will get the most from it. Try to tie it into your brand identity and cover how content will support your principles.