• Marketing

How to make a content marketing strategy

Wart Fransen
Wart Fransen
Nov 08, 2016
4 Min read
How to make a content marketing strategy

The best brands in the world have strong content marketing strategies. This is because content marketing has gone from being a nice to have item into an absolute necessity. It has transformed into a necessity because it attracts users, when done correctly, at an impressively low acquisition cost. Furthermore proof of the power of content marketing is that the Content Marketing Institute did a study where they found that more than 80% of B2B companies have some sort of marketing strategy in place.

1. Get the support of everyone in your company.

Great content marketing happens when everybody in a company collaborates on igniting engagement. This means that you’ll need to get the leaders of various teams and departments behind you if you truly want to be successful.

Ardath Albee of Marketing Interactions explained, “You need executive backing to fund and source a content strategy. You also need the support to ensure there is enough commitment to see a content marketing strategy through.”

To get leaders of your company involved in your content marketing efforts, try to stay focused on their goals. Figure out ways to position content marketing as a way to cure a pain point that people in your organization feel (because it will!).

2. Intimately understand your audience.

If you don’t understand your audience, your content marketing won’t work. You’ll need to know exactly what your audience wants to learn, so that you know how to educate them. You need to know how to educate your audience because education is what content marketing is about– not selling.

To make the most effective content for your audience, you’ll need to consider a few questions, such as:

  • What information do people want that isn’t readily available?
  • What are the pain points that your customers are feeling?
  • Who is the ideal person that should be reading your content?
  • How does your target audience make buying decisions?

To answer these questions, you can map out the journey that buyer’s take to become customers of your product. Mapping out the journey means that you look at your sales cycle and how customers make the choice to pay you for your product or services.

3. Figure out your successful content formula.

When your content marketing is successful, it is because you are helping your potential and current customers solve problems that they are facing. When your content marketing is solving problems, influencers and decisions makers engage and share with it. When people share your content, it means they have confidence in your brand and are more likely to pay for your product or service.

You’ll have the most success with your content marketing when you outline a content marketing formula for yourself. To create a content formula, you should:

  • Create and distribute content that your customers actually want. Avoid including aggressive marketing messages and stick to only providing information that your customers want. Be customer-centric when you write content. Being customer-centric will help you make sure you write content that your target audience will actually want to read.
  • Distribute your content strategically across various marketing channels and devices. This means making sure your content is correctly formatted for the way that your readers like to consume content. For example, if your readers typically read your content from an iPhone, think about how to improve your content design to funnel people into your sales funnel effectively on mobile devices.
  • When creating your content, don’t create it– curate it. Putting together “best of” type of posts from around the Internet is a great strategy. It allows you to showcase the best of the Web, while using other more established brands to strengthen your own. Curating content makes you look like a thought leader and builds trust in your brand because it makes you look more informed.

4. Don’t forget about measuring and reporting on results.

If you forget to do reporting and measuring of your content marketing, you won’t be able to improve your content. Effective content marketing is measured using analytics tools such as Google Analytics.

What you are measuring are Key Performance Indicators (KPIs). These metrics are values that are tied to the business metrics that matter most to your company. You’ll need to consider things such as:

  • How do content views improve sales?
  • How many views does it take to get a sale?
  • Are you spending more money to get views than you receive back in sales?

Your content marketing strategy.

When you have great content marketing, it builds highly lucrative long-term customer relationships. Your customers will keep learning about what they want to learn, while engaging with your brand. It’s a true win-win scenario.

When you use the best practices that we’ve outlined in this post, you’ll have an easier time crafting your content marketing strategy. At the end of the day, creating a content marketing strategy comes down to standing out. Be original, be unique, and you’ll find success.