Many organizations follow processes that are designed to produce maximum, consistent, and repeated results without many hassles. Over time, these steps are refined to make the organization perform better and be more efficient.
And then, you need to deliver value to your users quicker. If you spend too much time in your head (also known as ‘sprints’) without producing anything also means that you are late to the market.
Today, I will share with you the 11 steps to device a successful content marketing strategy.
1. Get extremely focused
Focus on one part of your customer segment. Find the best buyers in that segment. Do everything possible to understand them. For example, find their motivations, needs, concerns, and pain points.
2. Hire a content manager or editor
If you have a large organization, you might require hiring an editor who has the skills, experience, and motivations to develop a content strategy, and who can manage content creation as well as the delivery processes.
They are excellent writers or editors who have online marketing experience. They could be a social media enthusiast, or an analytical guru, or a content strategist. They may also be SEO expert.
3. Set up a content creation team
The next step in building your content marketing strategy is to set up a group of real-life or virtual communities that can assist you to extend your content marketing efforts.
They could be freelance writers residing in a foreign country. Or, they could be one of your co-workers in your company. They could also be your fans, followers, and subscribers.
4. Create high that creates impact
Every time you and your team sit down to produce content, it gives you another opportunity to make a meaningful contact with your targeted audience (potential buyers) and entice them to move through your sales funnel (buying experience). To leverage that opportunity, you will have to content that creates impact.
Now, what kind of content creates high impact, you may ask?
The answer: content that is optimized for searches, provides value, reflect your deep understanding of your buyers. This type of content drives more conversions, promotes engagement and virality, and also demonstrates that you are knowledgeable in your industry.
5. Re-purpose, repackage and recycle content
Once you have created high impact content, find ways to re-purpose, repackage, and recycle those content in different formats (audio, video, presentations, infographics, podcasts, ebooks, etc) so they can be re-used again and again to drive traffic, build value and trust without much hassle.
Related article: 7 Creative Ways to Re-purpose Your Content
6. Focus on conversions
The next step for you to take is to make sure every piece of content you create is conversion-oriented. That means, your content has a clear call to action that entices your target audience to take action – download, click links, subscribe, sign up, purchase, etc. This will help them move through your sales funnel.
Remember, a sale is usually the result of many small conversions that happens throughout the buying process.
7. Boost your content through various distribution channels
Set up a content delivery plan for each of your content to your target audience using the best distribution channels available out there for reaching them.
For example, you could distribute your content through calls, e-mails, blog posts, e-newsletter, website, social media, videos (YouTube), paid channels, campaigns, industry influencers, etc.
8. Build a content creation momentum
Next, get into a habit of producing content on a regular and consistent basis to build momentum and start driving real results. That means, maybe you will have to create blog posts daily, videos podcasts once a week, and ebooks, webinars, case studies, infographics, and reports once every quarter.
9. Document and replicate your content marketing best practices
Find the best way of creating and delivering your content and record each of those steps so that they can be replicated and shared with others.
10. Keep on measuring
Then, track and monitor key metrics (content creations, distribution, impressions, and conversions among other things) so that you will be able to find all the information you need to improve your content marketing strategy.
11. Keep repeating, rinsing, and improving
Meet on a daily, weekly, monthly, quarterly, and even yearly basis to establish goals and strategies, track and analyze your progress, and adjust your strategy as needed.
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