As advertisements are more and more present in our daily life, professional and personal, a content strategy seems to be the key to creating a natural connection with its audience. But how do you effectively put in place the different elements that will make your strategy an effective strategy?
Let’s start by differentiating content strategy and content marketing.
the content marketing refers to something operational: creation of the content in question, publication on the platform, and analysis of the results. There is no longer any need to prove the effectiveness of content marketing. Faced with the multiplicity of advertising information, or articles calling for call-to-action with a view to conversion, informational content is a key to satisfying its audience.
Google also particularly appreciates the informative content, playful, clear, which bring real added value to those who read them. Infographic, article, video, quiz: in terms of on-site possibilities, there are several ways to diversify your content creation.
The content strategy
If content marketing is proving to be very effective, it is because it stems from a strategy at the basis of the actions that will be put in place, and which will ensure their success. To set up a content strategy in line with the expectations of its audience, and capitalizing on a strong editorial value appreciated by search engines, it is necessary to take into account 5 key points :
- Why do we create content?
- Who are we talking to?
- What kind of content are we posting?
- Who is in charge of creating the content?
- How do we measure the success of actions?
Why publish content?
As in any good digital communication strategy, it is necessary to define Goals to which your content will respond. And it is by setting up a content strategy, thought out upstream, that it will help you to precisely determine your various objectives:
- Write a white paper to expand your qualified mailing lists;
- Set up an emailing strategy to achieve conversions;
- Develop an editorial strategy with blogs to gain SEO positions;
- Write in-depth articles to increase traffic to your website;
- Create innovative content formats on social networks to develop your audience;
All of these pieces of content are going to be created and delivered at the right time and in the good audience, to then be measured in order to adjust the strategy as successes or failures. With a good content strategy, every post serves a purpose. There is no longer any question of deploying energy for approximate actions, which more or less fall within the global marketing strategy.
A content strategy to target your audience
Among the objectives, and the interests, of a content strategy, there is that of knowing who you are going to address. Understanding your audience is essential for subsequent content to flow in line with its expectations. Several questions will therefore arise:
- What subjects are of particular interest to him?
- Why does he find an interest in reading your content?
- How can your content provide solutions?
- How are your products and services likely to interest him?
- What would make your audience decide to buy?
If it helps, tell yourself that if you write a letter without knowing who it is for, you will probably have a hard time finding your words and putting emotion in them. On the contrary, by knowing your recipient, you will know which formula to use, how to animate this letter with good emotions and the good feelings.
If you know your audience, you’ll know what they’re looking for, what they’re looking for, and how to always bring more to them. You can even surprise ! To achieve this personalization, there is a very useful marketing tool: personas.
“The marketing persona represents your ‘ideal customer’, an archetype of a group of people that you want to reach using your strategy and your means of communication. He has common motivations, behaviors and priorities. Your business should have as many personas as it identifies target segments. “
Laurianne Metzinger for Webmarketing & Com
With the right personas, you’ll have all the information you need to know who the content you’re creating is for. This will greatly facilitate the choice of editorial angles, the tone to adopt, turns, etc.
Determine what type of content you will publish
There are a multitude of types of content you can publish: blog post, infographics, ebook, white paper, but also podcast, live event, etc. In addition, you can choose to publish short or long content, depending on your goals.
If your website is probably the platform for which you will produce the most content, you can also invest the social networks and develop a strategy of influencer marketing for example. This notably involves partnerships with bloggers, influencers or YouTubers.
But the most important will obviously be to adapt the typology of your content to the needs of your audience and your marketing objectives. To do this, you have to define, precisely, the type of content you need, on which platform it will be most profitable for you to distribute it, and to establish publication calendars for each of the platforms (website, social networks, blogs, etc.).
Who is in charge?
As you will have understood, defining and implementing a content strategy is a real stake for a company. Also, it is necessary to organize and anticipate its implementation. For this, it is essential to define who will be in charge, and responsibility.
For example, you are, or have on your team, a professional web writing and SEO. This is ideal, you can entrust him with the management of the strategy and its application. As and when required, you will be able to recruit operational profiles so that they can dedicate themselves to strategy. So you can extend your content creation by recruiting external service providers who will expand your editorial needs.
Your teams will thus evolve over time, taking responsibilities in line with the logical needs of the strategy: a content manager for strategy and supervision, a web editor for high added value subjects, an SEO agency or freelance to provide support. Depending on the size of the structure, it is also possible to segment the tasks by specific function: community manager, content manager, web planner, 3D graphic designer, etc.
The importance of metrics
It is essential to be able to follow your marketing actions. It is therefore necessary to put in place objectives to measure to see what works and what doesn’t.
For example :
- Are your blog posts grabbing the attention of readers?
- Are your emails driving traffic to your website?
- Are Your White Papers Converting Qualified Leads?
These are all questions that your content strategy must be able to answer. Obviously, your goals will refine as you go. They can be translated in more marketing terms:
- Rebound rate ;
- Google first page queries;
- Traffic generated per page;
- Traffic generated by channel;
- Site speed;