How to Fully Utilize Content Strategy Development To Enhance Your Online Presence
Why Content Strategy Development is Essential!
The necessity of content marketing is pretty much accepted universally. Too bad that content strategy development is not viewed the same way. The results are not pretty. At the very least the lack of an effective content strategy can lead to missed engagement opportunities. And all too often the complete lack of a content strategy results in a complete mish-mash of unrelated and ineffective content. And that is no way to present your brand online, or anywhere else. Our content strategists view content strategy development as an essential first step in creating an effective content marketing strategy.
Businesses who skip content strategy development are unlikely to succeed with their content marketing efforts. Put simply, their marketing message will not be focused. They lack an understanding of what their audience wants to hear from them, and how they consume the information. The same content is created multiple times for distribution on different channels instead of being repurposed. And very little thought is given to things like brand positioning, business goals, and different market segments. Our considerations for content strategy development provide you with better options!
Content Strategy Development
Content strategy development is influenced by your specific content marketing goals. Depending on the nature of your industry or business not all of the following elements may apply to you. But as you begin your content strategy development you should at least consider all of the following.
This strategy confirms the target audience for which you will develop your content, as well as your brand positioning, communication goals, user behaviors, and how content will be delivered. Content strategy is at the heart of the user experience and is the foundation for subsequent workflows. An effective content strategy includes all of the following:
You can skip this part if you are starting from scratch. The rest of you should do a qualitative and quantitative review of all your existing online content. As we explained in our Optimizing Website Performance blog post determine which content is still driving traffic and conversions, and get rid of the rest!
Content Migration Plan
If you have existing content you need to plan for when it needs to be delivered. Are you planning to use the content for a new website or product launch, or is it ongoing? And which delivery platform and/or device will you be using?
This establishes immediate and ongoing content creation, approval and distribution processes. Be sure to confirm resources for content review and maintenance criteria for optimal content sustainability. Nothing is less engaging than an empty blog or social profile!
This is the development and curation of all your online content. That includes text, images, graphics, video, webinars, etc. Will you be able to handle this in-house, or will you need the help of experienced copywriters and professional photographers? Remember, you need high quality content in order to be effective!
Communication Plans and Strategies
How will you communicate your brand message to your audience? Your content strategy development needs to include campaign development, and the mediums you plan to use, such as traditional, web, social media, public events, etc.
Editorial Calendar and Content Curation
This determines the timely delivery of ongoing content updates. Don’t forget to identify and leverage third-party content providers and thought leaders. Don’t be scared to ask them for submissions. Many will only be too happy to oblige. And the worst the rest can do is to say ‘no!”
Determine the content template for your various communication channels to create customizable content templates. This not only ensures that your message stays consistent; it also saves you a lot of time!
Determine your content keyword and link strategy. This is used to improve and optimize a website’s position and page rank in search engines. Keep in mind that search engine optimization can be tricky, so you may want to consult with an SEO strategist.
This creates a hierarchical classification of content on the basis of shared characteristics and giving names to these groups. Taxonomy structures are imperative for guiding users to the desired information. The best content is useless if your potential clients can’t find it!
Tags are keywords used within metadata to aid in content search. These keywords are impacted by the established taxonomy and work together with your SEO strategy. Tagging relevant content is critical in delivering a personalized, relevant, and user-centric search experience.
Measurement and Analytics
This is the tracking of site and content “stickiness.” You need to know what content is the most engaging in order to create more of it! For this aspect of your content strategy development you will need web analytics such as Google Analytics or Moz Analytics. To measure your social media or blog performance we recommend Sprout Social, Klout, AddThis, Agorapulse, or Commun.It.
Getting Started with Your Content Strategy Development
Now that you understand why content strategy development is essential you really need to get a content strategy of your own. Don’t be like 70% of all marketers who create content without one! You will only end up wasting your and your readers’ time.
Getting started with your own content strategy development is actually easier than you think. Take a good look at your business. Why did you start it? What makes it different? What are your greatest achievements? What are you planning to do next? How do you make things better for your clients?
You are telling the story of your brand or business to a variety of audiences. Each will need the story in a slightly different format at a different time. Some may only hear it once; others will come and listen to you over and over. What resources do you need to tell your story? Include them in your content strategy. Congratulations; you just started your own content strategy development!
Do You Need Help Creating Your Content Strategy?
Of course, some of you are not natural storytellers. That’s OK. Our content strategists can suggest the type, quantity, and delivery of the most engaging content while our SEO consultants will determine the most effective keywords and tags. Why not get started by requesting your free estimate for your own content strategy development?
If you don’t know why you should care about content strategy development, don’t worry! Simply reach out and contact us. Our expert team will listen to you, answer your questions, and determine the best content strategy for your business. That is one of our specialties, after all!
Do you have any other content strategy development ideas or thoughts you would like to share? Feel free to add your comments below so our audience can benefit as well, and grab our feed so you don’t miss our next post! And feel free to share our reasons for content strategy development with your audience!
Thank you! We appreciate your help to end bad business websites, one pixel at a time!