31 Aug Do you Know What a Content Strategy is?
Maybe you’ve felt that your marketing department needs to be updated, digitized, or better coordinated. Perhaps you feel that your company should have a blog, but you don’t really know what a blog actually is, how to begin, nor what the real benefits are. You’ve heard of social media, but aren’t sure as to what its impact is, or are struggling to get the results you want. Maybe you’d like to drive more traffic to your site, but don’t know how. You don’t have a specific content strategy for your website; you publish according to whim and sporadic needs. And you’re a little lost.
Do you find yourself in any of these situations? If the answer is yes, that’s probably because you don’t have a proper content strategy in place.
But don’t worry. You’re not alone.
According to content strategy experts, only 27% of B2B companies have a documented content strategy.
What is content strategy?
A content strategy is simply a planning of the content your company creates and distributes via its website. Content strategy is, therefore, a strategic approach to creating and distributing content to a specific target with the goal of converting engagement into measurable decisions. It’s the frame of reference that guides you towards your goals and allows you to plan, create, distribute and then measure the content you publish on your website.
But why is a content strategy necessary?
Because not having a documented content strategy is like wanting to get to a new destination without a map or compass. Developing and documenting a content strategy is like writing the shopping list before you go to the grocery store; writing it down ensures that you don’t forget anything and that you get what you planned to get.
This basically means that the 27% of companies that document their strategy are more and better prepared to achieve what they’ve set out to achieve. This means they can get to their destination.
What benefits does an elaborate and documented content strategy have?
- Documenting a strategy helps you see what you already have and what you need to improve.
- It increases your credibility and establishes you as an authority in your field.
- It sets you apart from your competition (since most do not document strategy) and brings you that added value.
- It helps make your content more effective with better results.
- One agency concluded that 60% of companies with a documented strategy are more effective in their ROI than those who have nothing documented.
How do you create a content strategy?
Content strategy is made up of different stages which are repeated each time objectives are met and updated. Each phase precedes another, and each one is composed of fundamental questions that you should ask yourself when documenting a content strategy. The four pillars of a good content strategy are:
What are you doing now with your content and what are your competitors doing?
What are your long-term goals for your content?
Who is your audience?
What will your editorial calendar be like?
What kind of content do you want? For what purpose?
What channels should you use? How do you use them? When?
How will you know what works and what doesn’t?
The intent behind any strategy is to create content that is attractive, consistent and good. It’s about transmitting the appropriate message to the right target, being true to the image and corporate identity you intend to project. It also fits into an evolved marketing plan that transcends traditional norms of self-promotion and the relentless barrage of messages that try to sell the product at all costs.
A content strategy is a complex process that requires a lot of time and dedication. If you ever need that map, our team can help you gain knowledge, sail with confidence, and arrive to your destination.
If you have any questions or would like to add something, we invite you to do so in the comments section.