Strategise, plan, implement and review. It’s the order of almost any successful endeavour.
How do you apply that to the content you publish for a business?
STEP 1: Create a content strategy
A complete content strategy takes the entire content cycle into consideration – the who, what, when, how and why of creating and distributing content for a business or organisation. Everything from audience identification and brand messaging to processes around content creation, governance and maintenance may be covered. The larger the business, the more there will be to take into consideration when developing the content strategy.
STEP 2: Develop a content plan
A detailed content plan can be produced once the strategy is defined. It will be your roadmap to content creation. For some small businesses, the content plan might double as an editorial calendar. For larger businesses, it will be the roadmap that guides the creation of editorial calendars and campaign planning.
STEP 3: Create content in line with your strategy and plan
With a content strategy and plan in place, you know a lot about the content you’ll be creating, including its purpose and format, the audience it’s to be created for, and where each piece fits into the buyer journey for that audience.
You’ll be in a position to create the right content for the ideal buyer, and have appropriate content available for those people at each stage of their buyer journey, and beyond – awareness, consideration, comparison, decision making and post-purchase.
STEP 4: Measure your results and review
Only when you measure your results do you know how well your content is performing, and how well your strategy is working.
What does developing a content strategy entail?
For SMEs, our content strategy review can be the best place to start. It includes:
- a strategic audit of your published content and existing strategies across your website, blog and social channels;
- An SEO audit;
- Analysis of content (including website, blog, and social media), current strategies, content performance and SEO, and any existing procedures you have around content production;
- Analysis of competitor strategies and performance for comparison;
- Identification of issues and opportunities, and strategic recommendations;
The strategy review is designed to identify opportunities that could help you grow, as well as issues that could be deterring prospective clients, limiting your website traffic, or creating the wrong impression about your brand.