For many bloggers, youtubers and web entrepreneurs, defining a content strategy is limited to finding ideas for topics to be covered. But very often, the task is already complicated …
Maybe this is your case too?
Maybe you are looking at what the competition is posting or what is currently performing well. And you tell yourself that if you also publish this kind of content, you will finally succeed in achieving your goals.
Obviously you don’t copy. You simply inspire yourself. But often, the results do not live up to your expectations.
Quite simply, because youYou find yourself posting content that doesn’t relate to your goals, your products, or the needs of your audience.
The problem is, the more you post this kind of content, the more your motivation and hopes for online success get drowned in an ocean of confusion.
If today you are struggling to find topics to post, whether you post at random or what you find on the internet, you are surely not getting the results you want.
That’s okay, you need to define an effective content strategy. This is what I suggest you do through this article, by following 5 simple steps.
Let’s go !
1 / Start by defining your content topics.
Reading this headline, you are surely saying to yourself: “It’s the serpent biting its tail.” But you will quickly understand.
The idea here is not to define specific topics for your next blog post or your next YouTube video. This step will, of course, be the last. Here you should rather find the general theme (s) of your content and who it is for.
Knowing precisely who your content is aimed at is the first essential step to explode your results. It is therefore a question of being as precise as possible. Who do you want to help with your publications? In which theme?
Then, to be able to communicate effectively and create a link with your typical audience, we will have to show empathy. How does your audience feel? What difficulties does she encounter? What is she thinking about? What is she already doing?
Ask yourself these questions and try to answer them as precisely as possible. You are building the foundation for an effective content strategy. So don’t take this lightly and be as specific as possible.
2 / Become aware of the steps followed by your potential customers
Defining a marketing persona is a piece of advice that is shared en masse on web marketing sites. And so much the better, because it is an essential basis for effective communication.
Unfortunately, most web marketing advice ends there. However, your ideal customer will evolve as they consume your content. It will take stages, to which you will have to adapt your content to communicate effectively.
I identified 5 different stages for the typical person who consumes your content:
- She doesn’t know you yet;
- It consumes your content occasionally;
- She is subscribed to receive your content;
- It is subscribed and committed;
- She is a client.
Each of these steps corresponds to a specific type of content to best meet the needs of your audience..
3 / Find your trademark to stand out
Standing out and creating original content is essential for success online. And not only in competitive themes. We need to find your trademark or define your branding, that is, what will make that it is YOUR content that your readers will read and not that of your competitors.
Some advise you to just be yourself for effective branding. Unfortunately, it’s not always that simple. The best is still to select 3 adjectives that best match your branding and keep them in mind when you create content.
For example, if you are writing a blog post and your adjectives are “funny”, “beautiful” and “modern” you shouldn’t hesitate to take care of your design, include jokes or puns in your article while talking. hot topic.
Also, to easily stand out from your competition, try to find something that everyone says in your topic, but that is not necessarily true.
4 / Define a content publication rate: the key to a good strategy
Defining a publication rhythm is one thing, sticking to it is another. Let me tell you a little personal story about it.
When I started online in 2016, I set myself the goal of publishing 1 article and 1 video per week on my site. It is both a little and a lot. This offers one written content and one video content per week, or 52 articles and 52 videos per year.
At first, I kept up the pace easily for 3 months. Then, I realized that I had not planned the creation of my paid content (video training), or free content, but private … In short, I quickly got lazy to create new content.
Does this happen to you too? Well I found the solution: create content in bulk.
Let me explain. The idea isn’t to create tons of content without worrying about quality (your quality is always better than quantity). It’s more of work with focus on one thing.
Instead of creating one video and one article per week, I just created 4 videos one week and 4 articles another. In this way I was focused on one type of content and in a week, I created the content I needed for the next month.
It only remained to organize and plan content to explode my results. I show you how to do it in the last step.
5 / Any good strategy on its own
Having a posting schedule helps you know when to post your content, but that doesn’t necessarily mean there’s a plan behind it. Very few marketing gurus talk about it and yet it is one key to online success: having a content plan.
In general, there are 3 types of content:
- Free (blog articles, posts on networks…);
- Private (accessible in exchange for an email address);
To have an effective content strategy, you have to know where you want to take your readers. Logically, towards your paid content. Is not it ?
So if you plan to sell a video training course on “how to create a vegetable garden” for example, you will need:
- Create private content that proves to your audience that you are legitimate to teach them gardening and that you can be trusted;
- Create free content to make yourself known and show that anyone with a little motivation can create their own vegetable garden.
Every piece of content you create should have a specific purpose:
- Make you known;
- Retain your audience;
- Sell your products.
As we have seen, defining your content strategy is not the same as creating a publication schedule. A well-thought-out content strategy will allow you to achieve your goals, whether in terms of traffic or sales.
Obviously, this requires spend a little time upstream, whether it is on the reflection of its contents as well as on their planning. But this time will not be wasted, because it will allow you to see more clearly about your business, not to waste any more time on your own.have what content to publish and explode your results through more effective communication.
Start planning your content for the next 3 months now, by following these 5 steps. You will see for yourself the major advantage of a good content strategy.