A Couple of Suggestions for Creating Successful Content Strategies

Ever since people started doing digital marketing on a larger scale there has been much talk about the value of content. You have probably heard the bold statements that “Content is the King” or that good content brings you 10 times more than you invest in its production.

But when you take a closer look, you will see that all these claims are very broad and vague. We are living in a time of informational overload when the word content can take countless shapes, forms, and meanings.

What exactly makes the content you can use in your marketing campaigns, and how it can be used in the most successful and productive manner? Let us try to find out.

Defining content

So, we’ll start with the very word ‘content.’ So, content is a very broad term that represents any sort of information contained within communicated media. That information can be presented in the form of text, image, video material, or in any other shape or form, but at least speaking in marketing terms, its goal always needs to be to drive traffic to your website, get you more leads, and, ultimately, increase your sales.

This important differentiating factor helps us easily identify four critical elements your content needs to possess to be able to meet these goals:

  • Information – The actual content of your message that can, depending on the situation, be fun, informative, practical, and so on.
  • Context – What the content tries to accomplish in the eye of the consumer.
  • Medium – The channel you are going to use to make the content widely available.
  • Form – The type of material you are going to use to spread the message.

Laying down the foundations for good content strategy

Now that we have a good idea about what is marketing content and what properties set it apart from other forms of digital information, let’s see how these insights are applied to create a professional content strategy so you get a clearer set of objectives for your next outing. With that in mind, good strategies of this sort should be able to fulfill the following criteria:

Solving the audience’s problems

Unless they are designed purely to entertain the audience the good bits of content should usually be made to help the consumers solve some of the problems they are facing while, of course, still being able to produce organic conversions further down the road. Putting this requirement at the top of your priorities will instantly make your strategies far more efficient.

Leading consumers further down the sales funnel

Every good publication should be able to stand on its own merits. But, speaking in broader terms, content marketing has a very clearly defined role in the sales funnel of one company. Therefore, anything you put out should present a logical extension of your previous efforts and lead the visitors further down the sales funnel. Make sure to write a monthly financial report so that you know you are on a good path.

Building comprehensive and consistent brands

Much like content, ‘brand’ is a word that can have countless meanings and interpretations. But in the broadest possible sense, a brand represents the way some company is perceived by the public. Since factors like consistency make some of the most important building blocks of successful brands, everything you publish should stay in line with the supposed image you are trying to build.

Building an infrastructure for regular traffic

Content strategies put marketing in the long-term perspective. Unlike paid ads that produce more immediate results, your bits of content should create an infrastructure for long-term engagement and regular traffic. In order to achieve that your publications should work in unison and encourage visitors to take a deeper dive into your content pool and explore the website further.

Refining your content strategies

Last but not least, let’s quickly cover a couple of additional tips and suggestions that should make your content strategies even more effective and productive. First, in order to drive the necessary traffic, your content needs to be appealing, which entails a very good knowledge of your audience. So, make occasional market researches one of your top priorities.

Furthermore, if you want to put efforts into any comprehensible frame, you need to outline very clear and specific goals and KPIs you are going to use to measure success. These assets should be revisited after each campaign.

Also, for a start, try to focus your efforts on the most productive channels and content pieces since you don’t want to spread your resources too thin.

In conclusion

We hope these couple of considerations gave you a better idea about what makes successful content campaigns and how these practices can be utilized in your organization as well. Content strategies can be very powerful marketing assets but only if they are used in an optimal manner. These suggestions should nudge you in the right direction.