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Creating a Content Marketing Strategy

You can’t browse the internet today without seeing the terms ‘content’ and ‘content marketing’’. But what do these terms really mean and how do they relate to your overall marketing plan? Here, we’re going to define the terms for clarity and explain how to create a content marketing strategy.


What is ‘Content Marketing’’?

Content marketing is an umbrella term that covers a set of strategies, techniques and tactics to fulfill business and customer goals. It uses the most relevant content to serve, attract, convert, retain, and engage customers in a trustworthy and valuable way. (source)

While you create the content, it’s ultimately your customers/clients who are charged with determining it’s value, whether it be an answer to a question or simply entertainment.


So what then is a ‘Content Marketing Strategy’?

Your content marketing strategy is the “why” in your content marketing. It’s why you are creating content-who you are helping and how you will help them. In creating your content strategy you should ask some valuable questions to answer the ‘why’.

Who are your customers and what are their wants/needs?
Develop your audience persona(s). This is who will receive your message and you want to be sure to connect with them on a level they will be receptive to.

What is your brand story?
You have a story to tell. This is where you develop the content surrounding your story and decide what messages you want to convey to your customers.

What marketing or core goals are you trying to achieve?
Are you looking to simply drive traffic to your website or to your store? Do you want to start an online conversation to get a feel for your reputation? Or are you striving for hard sales?

How are you going to disseminate this content (what are your channels)?
Decide what platforms you are going to use to get your information out. Are you going to blog? Is social media the right choice? What about traditional mediums; do they have a place?

What metrics or KPIs (key performance indicators) are you trying to gauge?
Looking at what’s most important to your company. You might choose to use any or many qualitative and/or quantitative measurements. These can include, at a basic level: Profit, Cost, Customer Acquisition, User Experience, and more.

However, the most important component to a content marketing strategy is documentation. After all, how do you know if your plan is working if you can’t provide proof?

Those with a documented content marketing strategy:
• Are far more likely to consider themselves effective at content marketing
• Feel significantly less challenged with every aspect of content marketing
• Generally consider themselves more effective in their use of all content marketing tactics and social media channels
• Were able to justify spending a higher percentage of their marketing budget on content marketing

If you are unsure how to get your content marketing strategy underway, contact Marketing Relevance today. We will help you create a plan that will get the conversation started around your brand. Call us at 847-259-7312 or visit our website.