Coming up with a witty blog post or Tweet is only one of the content creation process. Your brand’s overall marketing goals, as well as the most efficient routes and mediums for reaching that audience, should inform every facet of your plan.
- Determine Your Target Audience
- Think about the Buyer’s Journey
- Perform A Content Audit
- Choose Appropriate Channels
- Choose Your Content Creators
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Determine Your Target Audience
The first step in any strategy is figuring out who you want to see your material. People looking for designer handbags aren’t going to find much use in a well-written blog post about fishing gear. Who you’re talking to, what you want to say to them, and the best way to get in touch with them are all things you need to think about before sending any kind of message.
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Think about the Buyer’s Journey
Recognize, reflect, and resolve—these are the three stages that make up the buyer’s journey. When your ideal customer is in the recognition phase, they are looking for solutions to their problem. You may, for instance, discuss the challenges of sticking to a healthy diet while maintaining a hectic work schedule.
At the time of introspection, give them some choices to think about. The buyer is in a position to make a final choice during the resolution phase. Now is your chance to convince them that your product is the answer to their problem. Create a social media post advertising a free week of service if people share it.
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Perform A Content Audit
If you have published content but want to rethink your promotional strategy, now is the time to do an audit. Make a list of everything you’ve ever made. Get this material in order by buyer persona, content type, medium, topic, SEO heft, and success. Find out which of these parts may be used as-is and which ones need updating. If done properly, a content audit can shed light on your past successes, future content development needs, and help you allocate resources effectively.
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Choose Appropriate Channels
You have a firm grasp on your demographic and the specific resources they’ll need at certain points in their trip. The time has come to figure out where precisely that stuff should go. Could it be that social media is where most of your viewers live? To that end, you may want to check out some video or infographic information. Are the people who make up your target demographic interested in reading and education? The next step is to publish blog entries and case studies on your website and promote them.
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Choose Your Content Creators
The next stage, after deciding what to create and where to promote it, is to choose the people who will create it. As was previously mentioned, a talented writer of blog posts is not necessarily the greatest candidate for creating an infographic. There’s a good chance you won’t be able to finish this alone and will need to recruit additional help.
You may either train up employees internally or contract them out. There are several outside sources that will modify their materials to meet your needs. When starting out with a sizable content development strategy, it may make sense to employ these artists. When your company is established, you can bring production in-house.