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Steps to creating a killer content strategy, Get in sync with your…
Steps to creating a killer content strategy
Nowadays, marketing involves a consistent supply of mixed content such as blog posts, videos, eBooks, online classes, and social media updates.
if you try to catch up by throwing out all sorts of content, you risk attracting customers who are wrong fits for your business at the expense of attracting those who are good matches
Get in sync with your audience
Put yourself in the shoes of your target buyers
it is not a good idea to publish content if you do not know your target base
Who are your perfect customers and potential customers? Why?
What are the problems, biggest worries, needs, wants and interests of those customers?
Where do those customers go for social media? Where on social media do you reach them?
What types of content resonate most with them?
Persona
Delve into your customer base to find out frequent buyers of your services or products.
Give your persona a name, job title or position, information on the buyer’s company or field, and demographic information.
Example: the coffee shop’s marketers might name the personas “college student Mary” and “Dr. William Davis, the busy professor,” and flesh out details about their duties, where they live, their income and disposable income, and so forth. Profiles should serve as the foundation to explain customers’ worries and challenges
When you examine the route that transforms prospects to customers, you’ll better understand the trials and needs of your target base
What are the problems customers are trying to solve?
What does he or she need most?
What information are they searching for?
Buying cycles and your content
Four steps of buying cycle
Awareness: Prospects familiarise themselves with your business or they develop a need for the product or service you provide.
Education/Research: Prospects, aware of their problem, look into possible answers, one of which is your service or product
Comparison/Confirmation: Prospects compare and contrast possible answers and eliminate options.
Purchase: Prospects choose which business to buy from.
Content map for buying channels
AWARENESS: Social media updates, blog post
EDUCATION/RESEARCH: White papers, eBooks, webinars
COMPARISON/CONFIRMATION: Testimonials from customers, video demos, case or scientific studies
PURCHASE: Product specifications and product information, reports from analysts and experts
Created editorial schedule
Set up an editorial calender
. An editorial calendar helps you do this. It islike a guide, demonstrating what types of content to produce, what subjects tocover, the personas to focus on and a publishing schedule
Use an online calendar such as a Google calendar or a spreadsheet to track your editorial strategy. A good goal to shoot for is to always have planned three months in advance, but such a goal may not always be
if a marketing goal is to have X number of new subscribers to a newsletter during a specific period of time, look at past marketing campaigns to help figure out how much content you need to achieve that goal.
Plug exact dates and exact content publishing strategies into the calendar.
Example: you can update the business blog every other business day while aiming for one new Facebook post a day. You can set the end of one month as the publication date for an ebook, and set the end of the next month as the date to publish a demo video. For each date, list the corresponding content title, its subject area and the target persona.
. Establish parameters for each piece of content such as which buying cycle it best fits, the search engine terms it aligns with, and other marketing goals.
Use key dates or events to generate content
Think big from small chunks of content.
For instance, suppose you are a roofer, and a trade association published a white paper on the best types of roofing materials. Use the next few weeks to devote a fair number of blog posts focusing on a different aspect or section of the white paper.
Have individual sections for each type of content.
blog posts and ebooks approach helps you track how often you publish those types of content and that you are spreading it among appropriate intervals, buying cycle steps and personas.