Why do I need a content strategy?
Some content marketing experts recommend starting with a content planning. A content planning is the little brother of a content strategy and deals with practical matters: what content is created by whom, when is it published, and where is it distributed?
The risk of this practical approach is that content may miss the bigger goal. Does your content actually contribute to organizational goals? Does the content contain a consistent message and appeal to a desired audience? A content planning is simply not designed to answer these essential questions.
That's why a content strategy is fundamental to successful (content) marketing. Most organizations have such a content strategy (73% in both B2C and B2B), but in about half of the cases, it is not documented on paper or shared with colleagues. The result? Less consistent content, less structured content, and less goal-oriented content. A refreshed, widely embraced content strategy is therefore not a luxury. It’s a must!
Here's how to start with your content strategy:
The steps for your content strategy
A strategy should move from paper to practice as quickly as possible. In our view, a content strategy is not a pile of endless paperwork, but a summary of the choices you make in 4 short steps. You can be as ambitious with it as you want:
1. Set objectives
The first step in creating your content strategy is setting objectives. It’s essential: only when you know what you want to achieve with content you can evaluate whether you have achieved those results.
Goals also provide focus and give direction to the content you will ultimately create. The most achieved objectives with content marketing are increased brand awareness (80% of organizations achieve this goal with content marketing), trust (72%), customer loyalty (59%), and stimulating demand for products or services (47%).
2. Know your audience
In this phase, you describe your audience. You have set a goal to achieve something with a group of people, so you need to know who these people are, what drives them, and through which media you can reach them.
A handy tool for this is creating a persona, in this case, your ideal content consumer. Who would you most like to reach with your content? Social listening is a great way to get to know your audience.
When you start creating content with this perfect audience in mind, you will see that the audience you address increasingly resembles the ideal picture.
3. Key message
The key message is the essence that should be the common thread running through all of your content. From blog posts to videos and from whitepapers to podcast episodes. The best content crosses the intersection of what you can tell, what your audience wants to hear, and what your competition is not telling yet. In other words: the 'sweet spot.'
Tip: the 'message house' model can help load and give substance to your core message.
4. Pick the right channels
If you have finished the previous steps, choosing the right channels is nothing more than a logical next step. Through your audience description, you know where to find your ideal audience and what their media usage is. Make sure which social media channels match your audience, for example. Also think of channels such as email, advertising, etc.
You publish content in one place by default - usually your website - where you direct your audience through various channels. For optimal distribution of your content, consider SEO, email, and social media.
Also, check out our webinar where we explain how to create a successful content strategy in 4 steps.
Implementation of your content strategy
If you look at a content strategy as a plotted route, the execution phase is the actual journey. Do you also need structure in this phase? Use the following 4 steps in a content plan to structurize the execution part of your strategy.
1. Content inspiration
With a well-filled backpack of inspiration and ideas, you can move on to the next step: creating and publishing content. Most organizations choose to use a healthy mix of different types of content, depending on their goal in the content strategy and the preferences of their audience.
2. Content creation
Met een goed gevulde rugzak aan inspiratie en ideeën kun je naar de volgende stap: het daadwerkelijk creëren en publiceren van content. De meeste organisaties kiezen ervoor om een gezonde mix van de 6 verschillende contentsoorten te gebruiken, afhankelijk van hun de doelstelling in de contentstrategie en de wensen van hun publiek.
3. Content distribution
The third phase of the implementation is about distributing and making your content findable, through the channels determined in the content strategy phase. In general, social media are part of your channels because they are particularly suitable for increasing reach, interaction, and website traffic. Optimize your content strategically to get the best possible results through these channels.
To keep this distribution time-efficient and organized, almost every content marketer uses a social media planner, such as Publish in Coosto.
4. Community management
The fourth and final step of the execution phase is often forgotten or skipped: engaging with your audience. And that is quite strange, given that we have all learned that good communication is never one-way traffic. This also applies to content marketing.
Moreover, the major goals set in your content strategy (more customer loyalty, more interest in your product, more authority, etc.) can never be achieved after reading or watching a single blog or video. Repeated contact is needed for that, and you will have to involve your audience more explicitly in your content. In other words: community management.
Need help organizing and managing all interactions via social media, messengers, and live chat? Engage in Coosto provides the solution!
Evaluation of your content strategy
A brief evaluation of the content strategy and execution phase is a must in every content marketing process. Now is the time to sharpen your route so that you can achieve your goal more effectively and efficiently next time.
1. Measure the impact
Does a certain channel consistently reach more people than the other? Does one format significantly resonate better than another? Measure your impact, draw conclusions at least monthly, and possibly adjust your strategy accordingly.
Start this evaluation with your owned media. These are the channels where you are in control, such as your social media business accounts. Be result-driven and focus on the KPIs that tell you whether you are on the right track to achieve your goals. Data can be abundant, and the trick is to focus on relevant metrics for your goals and objectives.
Earned media is attention that external sources, authors, and channels generate for your content. Think of news media taking over your content, social media accounts sharing or linking to your content spontaneously, or people writing a positive review about your latest podcast.
Measure the complete impact (owned and earned) of your content strategy with our media monitor: Listen in Coosto.
2. Reporting
It is good to know the impact of your content; it is even better to share it. By involving colleagues, management, and other stakeholders in the results you achieve with your content, you create support. You show what concrete results content marketing produces, and you can demonstrate the ROI. Reports also help to keep an overview, and they give you opportunities to find concrete improvement points for your content strategy to work on immediately.
Tip: use Report in Coosto to bring together figures from different platforms, such as Google Analytics 4 and social media, and sources in clear reports and dashboards.
Next steps
Successfully completed all 10 steps? Well done! You have systematically approached your new content strategy, execution, and evaluation of content marketing. This way, you have ensured yourself of content success, starting today.
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