As the content marketing landscape evolves rapidly, it’s hard to know what you’re doing right and what you’re missing. It’s time to pause and think about the “why” of it all. Why are you creating content? Who is benefiting from it? Are you trying to build brand awareness or create a niche audience of followers with your content?
A well-documented content marketing strategy can help you answer all of the above questions. It’s a powerful mechanism to ensure that every person on your team knows what, why and how your company is communicating.
Part of formulating a content marketing strategy begins with answering the following questions:
- Why is your company utilizing content marketing as a strategy?
- Who are you trying to reach with your content?
- What are your marketing objectives?
- How are you measuring the effectiveness of your content?
Let’s take a closer look at why you need to have a content marketing strategy in place.
- Ensures cohesivenessThe great thing about content marketing is that it equips you with the freedom to reach your target audience via a plethora of channels. But, having all these channels at your fingertips also means you could run into this problem: a lack of cohesiveness with all of the content you’re creating. Sometimes it can get pretty confusing to your audience if you’re covering myriad topics with no strategy guiding them. With a content marketing strategy, you can ensure you’re covering topics within your distinct niche and produce content that’s relevant to your audience and to your brand’s objectives. A strategy helps outline how much content and what type of content needs to be created, where this content needs to be published, how often you need to post, etc.
- Helps establish a strong brand identityHow do you ensure your brand stands out from its competitors? Creating a strategy gives you direction for choosing the tonality, style and overall approach to take for your brand, as well as the specific platforms you need to utilize. For example, you’re a brand that isn’t uptight or rigid, or maybe you’re a brand targeting millennials, and you’re looking to convey this to your niche audience. You can’t establish a strong brand identity without a proper strategy.
- Analyze what’s working and what’s notContent marketing requires constant tweaking. Some content will work and some will be a failure. It’s therefore important to analyze the effectiveness and relevance of a piece of content you’re creating so that you create the right content for the right audience. Your audience should spend more time engaging with your content; and if ‘time spent’ is not a metric you look at, you’re wasting precious time and effort. A strategy documenting all of these results helps determine what’s successful about your content marketing and what’s not.