Table of Contents
Content Marketing Strategy
Many questions swarm the mind of a digital marketer before they take the plunge into content marketing. There are questions over the type of content to be created, the audience in question, and the channels of promotion. All these factors come into play when there is a content creation strategy to be made.
Then there is also the question of whether there is even a need for a content marketing strategy. The point of creating content is to reach a certain type of audience. Without a strategy, it is difficult to monitor the success or failure of any content published. It also becomes a perilous job to segment topics according to the audience in question without a content marketing strategy.
In this article, we will try answering the question of how to create a content strategy and establish the steps which ensure an effective content marketing strategy.
Understand Distribution
Distribution refers to the dispersion of content on various channels. The type of content can vary, from blogs and articles to other mediums like audio and video.
For a digital marketer, the answer to distribution lies in knowing the following
- Target audience
- Type of content
- Timing of posts
- Frequency of posts
- Knowledge of social media channels
The points above form the crux of the distribution of content. By knowing the target audience, content creators can nail down the type of content needed. The timing and frequency of posts depend on the social media channel and type of content.
Storytelling
Storytelling is often viewed as art too abstract for content marketing. To create compelling content which is shared by people, storytelling is an essential part of any content marketing strategy.
The difference between two brands with similar reach and product can come down to storytelling. Amul is revered as an Indian company across the nation. Other companies with similar products of Indian origin do not capture the imagination of the nation like Amul, because it has a better story to tell. Even if someone doesn’t use their products, most Indians appreciate the little girl mascot of Amul.
With the advent of video, storytelling has become even more important for digital marketers. In the future, video will form the basis of every content marketing strategy planned.
Analytics and KPIs
Without taking into account the type of analytics, there is no point of a content marketing strategy. The content marketing strategy definition clearly states the necessity to recognize when something is not performing to expectations.
Analysis of a content marketing plan is done through key performance indicators (KPIs). As their name suggests, KPIs are a set of metrics used to evaluate the stability of a content marketing strategy.
These metrics vary depending upon the goal of a content marketing campaign. If the goal is to raise brand awareness, KPIs such as engagement are apt. A sales-driven campaign tends to lean more towards visitors, link clicks, CTA performance, and so on.
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SEO
To a digital marketer, SEO remains the parable which has to be repeated on every corner and in every alley of the world.
Even when it comes to formulating a content marketing strategy, SEO plays a vital role in driving visitors and increasing visibility on search engines. SEO in content marketing comprises of researching keywords and setting aside time and resources for link building.
The content created has to reflect the keywords researched during the process of refining SEO. Furthermore, the keywords also give an indication of the type of websites which would be suitable to target for link building.
Besides social media, search engines are the main sources of traffic. The easiest way to get a high ranking on search results organically is SEO. For the success of a content marketing strategy, SEO holds the key.
About the Author
Gaurav Digital is an SEO strategist with seven years of consulting experience. He has worked with major brands such as DelhiCourses.in, an institute known best for its advanced & affordable digital marketing course.
