3rd July 2015
what's it all about?
A successful content strategy covers 4 important areas which will help you achieve return on marketing investment (ROMI).
Understand your audience
Before you even start to think about what the title of your next infographic, blog post or email newsletter subject is, you should take the time to fully understand the audience you are wanting to target with your content strategy.
The modern business will have more than one audience, so it’s vital that a content strategy is not solely targeted at one. You need to get into the heart and soul of each audience so that you fully understand their pain points, needs and desires, and by doing so you’ll be able to create compelling content that will leave them wanting more.
All content that gets created must stick to the brand values, mission and vision so that no matter where your content is displayed, it all will sound the same. The tone of voice must be the same whether it be in a simple 140 character tweet or an infographic.
By keeping your message consistent you will guarantee that readers are getting the same message across all media. This helps to nurture your prospects along, so that when they pick up the phone and call into your office they will expect a level of conversation that will be consistent with your content.
To successfully deploy a content strategy you will need to implement an execution plan. An execution plan will help get all your content out in a concise and well timed manner.
A good execution plan will have the following features:
- Date and time of content release
- Media channels to target for content
- Content distribution framework (CDF) – a CDF would help deliver content that is created for one particular channel, across multiple. For example, if you create a webinar on a piece of software, you should also a short blog describing what the webinar has covered. This will ensure that if a user is on the go, they’ll still be able to digest what you have delivered in the webinar. With mobile usage on the up, using a CDF would benefit users by helping to keep bandwidth usage down, and encourage users to come back to your content as they realise the value of it.
Reporting and Analysis
Once you have deployed all your content, you can’t just assume that it will succeed. You need to keep track of it and analyse the data. Data doesn’t lie, if your blog isn’t getting retweeted, shared or liked, it’s probably because it’s just not hitting the mark. It’s worth making edits to the content and if you find readers are getting half way down and clicking away, then it’s probably because it’s too long. So you should shorten it and make it even more compelling.
By keeping up to date with all your content you will more than ensure that it will start to get the kind of traction that you first planned in your marketing plans. Likewise, if for example, a webinar covers a piece of software that is old, don’t just assume that viewers will know this, go back and update that webinar and get it reposted, retweeted and shared. You’ll be surprised to see how quickly your content strategy starts to work.
Content strategies are one of the leading trends in marketing today, that deliver results, and to help you get started, Silver have a world-class talent pool, whether it be creative, copywriters or motion, Silver is sure to deliver the results your marketing team want. Check out our marketing pages to fully understand how we can integrate with your marketing department.
Adrian is our Head of Digital and leads our research into the next generation digital platforms, methods and tools that help deliver results for Silver’s clients.