A carefully thought-out content marketing strategy is, more often than not, always behind your content marketing success.
What is a Content Marketing Strategy?
A content marketing strategy is a tactical approach to the creation and distribution of content that serves a specific purpose to a defined target audience. It allows you to attract and engage with your target audience and aims to generate profitable customer action.
When we talk about content, it’s worth noting that we don’t just mean blog articles; we’re referring to everything from podcasts and webinars to whitepapers and eBooks.
Content Marketing Best Practices
Not all content marketing strategies will be the same; obviously, you will have different parameters and it will evolve alongside the changing needs of your audience. However, here are the best practices to follow for your digital content marketing strategy.
Define Your Audience
Your audience won’t be solely made up of your customers. People are likely to begin engaging with your content long before they actually purchase one of your products or services.
To understand who your audience is, you’ll need to understand their lifestyles, concerns, stressors and needs. With this knowledge, you can produce content that attracts potential customers and guides them through their journey from the discovery phase through to consideration and eventually the point of purchase.
Set Measurable Objectives
One of the first things you should do when creating your content marketing strategy is to identify what you hope to gain from your efforts.
Setting out a few main goals will give your strategy direction and help you avoid publishing content purely for the sake of it – it’ll also help you understand which metrics you need to be tracking.
Metrics you could track to measure the success of your content marketing strategy include:
- Social shares
- Traffic (and sources)
- Click through rate (CTR)
- Time spent on page
- Bounce rate
- Email/Newsletter subscription rates
Content Marketing Tips: Always assess your current position at first for a more accurate picture of your success.
Choose Quality Over Quantity
Organisations with the most effective content marketing strategies never sacrifice quality for quantity. Whilst it is important that you are consistently putting out new content, this should never be at such a rate that the content published adds little or no value to your audience.
When it comes down to it, publishing one high quality piece of content per month will do more for your business than churning out ten mediocre pieces of content in the same timeframe.
Pick Your Distribution Channels
In a similar respect to the point above, using more distribution channels does not automatically make your content strategy better. There is a lot of content distribution channels to choose from and, in most cases, there’s no need to use all of them.
Keep in mind which channels your target audience is most likely to want to consume your content via. If your target audience is teenagers, you’ll probably choose at least one video sharing platform like TikTok, Instagram Reels or YouTube. However, if your target audience is legal professionals for example, it’d probably be more valuable to choose distribution channels like LinkedIn, email newsletters, eBooks and possibly webinars.
Regardless of which distribution channels you choose, your strategy should take an omni-channel approach – meaning that each of your channels should work together to build your brand.
Content Marketing Tips: Your target audience will be using multiple channels, and the strongest strategies present a unified, cohesive message across each one.
Analyse Your Competition
Competitive analysis can be a valid source of inspiration and is often the key to a successful content marketing strategy, however, this does not mean you should copy exactly what your competition is doing and expect the same results.
It’s also a good idea to look at what they aren’t doing. Put yourself in the shoes of your competitors’ target audience, is there anything you think is missing that the audience could potentially benefit from? If there is, filling in these gaps with your own content will inherently provide more value to your consumers.
Content Marketing Tips: Look at the types of content your competitor’s audience enjoys, the topics their strategy focuses on and the channels they distribute their content through.
Digital Marketing from Logic Design & Consultancy
Our tips for content marketing and best practices to follow are just a starting point. Once these baselines have been identified, there is a lot more work to go into your strategy such as defining what content types you should use, how you are going to create that and how you are going to implement design in content marketing.
If you’d like some assistance with your digital content marketing strategy, you’ve come to the right place. Our digital marketing team are experts in content creation and have the knowledge needed to make your brand’s strategy a success.