For the last couple of years, I’ve focused on copywriting and marketing for businesses in and around London and further afield like Manchester, Nottingham and more recently Hawaii!
An area that businesses are increasingly asking for help with is content strategy. Sounds easy right? Putting a plan together on what blogs to write, can’t be that hard, can it? Well, blog articles can be one part of the content strategy, but a very small part.
If you don’t know, I spent around 10 years in marketing, mostly content marketing before I became a freelancer focusing on copywriting and marketing. Over those 10 plus years, I worked with businesses of different sizes and in differing industries. I’m reasonably confident in my abilities, but in order to better support my clients, I enrolled on a content strategy course to broaden my knowledge.
On a hot day in London I and nine other content strategists met to be informed and delighted on the topic of content strategy.
Content strategy in 12 steps:
- You don’t need a big budget to put together a content strategy
- You don’t need a big team to do content strategy, but if there’s only you or a small team you need to understand and acknowledge your limitations
- Before setting your content strategy goals you need to decide what your business goals are, as these will determine the direction your content takes
- Decide who needs to be involved in the process and put boundaries on their involvement. This stops people getting involved in areas they don’t need to and holding up the process.
- If you’re a small company, everything may fall to you, or you and an agency or freelancer, if you work with one. In larger businesses, it’s likely that more people will be involved, but the same principle applies
- You need to understand who you are talking to. Start off by creating your customer personas including what they’re interested in. If you’ve already got some, revisit them to make sure they’re still relevant
- Look at the resources you have available to you and decide what type of content you can create compared to what you want to create. Content takes many forms, such as video, images, email, social media, thought leadership articles, podcasts, blogs, landing pages, downloadable guides, infographs, press releases etc.
- Choose what timeframe you want your content calendar to cover e.g. 1 week, 1 month or 3 months? What you choose is entirely up to you
- Decide how many pieces of content you want to produce each week for each customer persona, what form it will take and which business goal it satisfies
- Note against each piece of content who is responsible for sign-off. This maybe you, the marketing manager or CMO, if you have one
- Measure the performance of your content. This could be how many shares it got, how many times it’s been downloaded, the bounce rate of the page etc. If it’s not performing well, ask yourself how it can be changed and what this involves?
- Lastly, but equally as important as creating new content, is auditing the content you already have. This could be on your website, social media, landing pages, microsites or guides. If you’ve got a ton of content, it’ll be impossible to audit it all. If this is the case, pick your most visited pages or most downloaded content and check it still matches your brand’s style and personality
If you’re interested in taking a more strategic approach to your content but aren’t sure where to start, get in touch and we can discuss how we can work together to get your content aligned to your business goals. Or, if you’re interested in me writing some content for you, we can talk about that as well!
You can find out about content marketing in my ebook ‘Content Marketing Guide for Busy Business Owners. Sign up to get your free copy.