Crafting a content marketing strategy is more than simply putting together an editorial calendar or brainstorming some blog post topics. It means understanding your own marketing goals and determining how customer interests and needs affect those goals. But developing a content marketing strategy doesn’t have to be hard — it just requires some digging into who your customers are, what you can do for them and how to tell them about it. To get you started, I’ve gathered tips for crafting and refining a winning content strategy.
The Secret To A Winning Content Marketing Strategy? Just Ask. by Rachel Lindteigen via MarketingLand: “If you have a customer service team, they should be a huge part of your research process, because they’re hearing from your customers all day, every day. It’s the same thing if you’ve got salespeople in stores; they know your customers and their needs better than you do. No survey or data point on a piece of paper can tell you the story as clearly as the customers themselves. While survey data is great, it’s not the same as talking to the customer directly. They’ll likely be more forthcoming in person than via survey. Spend a day with your customer service reps — ask to work in the call center or on the sales floor; do a ride-along with a service technician; do whatever you can to be closer to your customers and find out what they’re asking about daily.”
Why Do You Blog? A 3-Step Guide to Getting Your Blog Back on Track by Stacy Firth via Cursive Content: “When we develop a content marketing strategy for a client, it always includes a content vision statement. In just a paragraph or so, this statement sets the tone for the blog and the content that will be included on it. It’s the essence of the blog; it’s mantra. It’s difficult to go astray when you create content with the vision statement it mind. You can also include the statement on your blog so your audience gets the same clear picture of what they can expect to find.”
Why Bother with a Content Marketing Plan? by Rachel Cunningham via Business2Community: “An effective content marketing strategy includes projects, dates, and topics. For example, your B2B content strategy might include 2 original blog posts, a client newsletter, social media posts, a new case study, and a new webpage every month. by creating a clear strategy for producing all of these content pieces, you can stay on track and ensure nothing gets lost or dropped. Additionally, by outlining all the topics for your content pieces, you stay on message and create content that your prospective clients are interested in reading or viewing.”
Deep Dive: What Is Your Content Strategy Missing? by Matt Walker via Business.com: “Too many businesses stall at the blogging stage, however stopping at blogging leaves behind consumers who respond better to video, audio and photos. Our minds process images 60,000 times faster than text. With the digital world utterly flooded by information and brand messages, the faster a consumer can absorb a message, the more he or she can digest in the same amount of time. We’re not talking just about adorning your blogs with images, although illustrating your ideas does help. The digital assets that live on your website should be in various forms. Review this post to consider what your content strategy may be missing.”
How to Create and Document a Content Marketing Strategy in Eight Steps by Jennifer Smoldt via Marketing Profs: “Research your competitors, target audiences, and overall marketplace.
The main purpose of the effort is to determine your distinct differentiators. The research and subsequent introspection provide the foundation for your marketing strategy and tactics.
Determine your top three differentiators or competitive advantages. For example, ‘great customer support,’ though important, is not a point of differentiation; many of your competitors will claim the same thing. A point of differentiation is something not replicated, such as a proprietary process, historic milestone and product feature/functionality.”
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