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An effective content strategy can make your company’s content better! But the question arises, how to create an effective content strategy? There is no one answer to this question, as there is no one-size-fits-all strategy. Instead, you know you have created an effective content strategy for your brand when you see that it is assisting with your goal. At the same time, the content should meet the KPIs set to track performance.
While there is no one way to create a perfect content strategy, here are a few steps to come up with a strategy that works well for your brand.
1.Start by defining your objectives
Before delving into how to create a content strategy, it is crucial to determine what you want to achieve. Your approach varies based on the outcome. Are you aiming to attract more followers, engage extensively with existing ones, or spread the word about a new offering? Plan the outcome of your content, and then work on an approach to achieve the same.
2.Understand your audience before you create the content strategy
An oft-forgotten point is to understand who your content is targeting. While most people would love every casual browser to become an engaged follower, truth is, that’s rarely the case. Take some time to chalk out whom your offering is targeted at and create an ideal customer profile. If you have an existing audience, you can look into their demographic and understand them as well as their requirements better. Armed with these insights, you can create a strategy that speaks to them.
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3.Check on your competition
You can surpass your competitors in many ways—more effective product, better features, speedy and efficient customer service. However, most people forget to check on their customers and how their marketing is working out. If you are creating your content presence from scratch, spend some time researching what your competition has got right, and what they have ignored. You can then create a strategy that aims at surpassing them. On the other hand, if you already have a digital presence, compare it to your competition. It will give you ideas to create a content strategy that utilizes your strengths optimally while effectively positioning your brand in a manner that surpasses them.
4.Analyze the content for gaps and plan your strategy accordingly
Once your basic strategy is ready, do not forget about it and ignore the content being created regularly. However, this error can quickly prove fatal. Instead, look back on it to identify anything you might have missed out on while creating your strategy. After all, the strategy is not a one-and-done, you need to update it regularly.
5.Plan content buckets, types, and channels
When you create your content strategy, it is also essential to consider different platforms and ways of classifying your content. Decide your target social media channels and different formats that work for your brand. Here are some formats you can consider: audio, video, visual, textual, user-generated content, and influencer marketing.
6.Organize and manage content effectively
Strategizing is merely the tip of the iceberg—you also need to manage the information being put out by your brand effectively. You need to plan how and where each piece of content goes out, and follow it up by checking on its performance. Further, brands need to track where each piece of information is going up and how the audience reacts to it. If you have an extensive number of posts going up, we suggest creating a calendar with all the insights readily available!
7.Keep an eye on KPIs
Once the content goes out and is approved, strategizing is not over. Rather, it is a continuous process. Once information on various formats starts going out from your brand, you need to check on how each one is doing. Set and track their metrics consistently. With time, you will need to adjust metrics, both for individual pieces of content and the strategy as a whole. And as time passes, your understanding of the information put out by the brand and your strategizing process will change to keep up with changing trends.
The process involved to create a content strategy involves constant experimentation as well as a series of trials and errors. You will also come across many content strategy myths. As you navigate the tricky waters to create a content strategy, here are 5 common myths we’ve busted for you!