Understanding and building impactful content strategy
To understand the importance of why your organization needs content strategy, you need to first understand what content strategy actually is. Thinking strategically and looking at the big picture about how and where your buyers will consume content is the key to success. This blog will walk you through some things to consider when building your content strategy.
Content strategy is the thoughtful and planned distribution of content through digital channels. Examples of types of content could be case studies, blogs, videos, or even social media.
So, why does your company need content strategy? Content that is creative, relative and positions your organization as a thought leader in the space. The benefit of being a thought leader is that your customers will think of you not only for your product, but as a leader and go-to person in your field; they’ll come to you for advice and direction.
In order to create successful content strategy, there are a few things to consider first:
Have you created personas?
A buyer’s persona is a reflection of your ideal customer that you create based on market research and real data from existing customers. Personas give you a reference for what your customers are looking for. For example, if you sell banking software, you might create personas of the people that would buy your software. Ask yourself, who are the decision makers and how are you targeting them? Are these high level executives who need hard numbers and cost benefit analysis? If so, create content that aligns with how they purchase. In this example, a case study and ROI calculator would be good ways to help your potential buyers see their need for your product.
Here are some tips on the best way to create buyer personas for your organization.
Are you aligned with your company’s business plan?
Alignment with your company’s overall goals is key. You need to understand where and how your company wants to grow. Is the plan to grow your business among Vice Presidents? If so, you need to create and message your content in places that VP’s would consume it. After you have your personas created, you’ll have an idea of where VP’s go for their industry information and you can then start generating content tailored for that space.
Have you tested the content?
As we always say, testing is the key. There are lots of ways to see what is and isn’t working. One way is to A/B test the types of content. For example, you have an email campaign going out to the VPs that are purchasing your banking software. Before sending the email to the entire group, test a small percentage of those VPs. Send 5% a case study and send 5% a video. If more VPs open your case study than watch your video, email the balance of that VP group the case study. You know how that group of VPs is consuming your content, so continue to give them the information they need.
Are you repurposing existing content?
Not all content needs to be created from scratch. Conduct a content audit and you’ll find there’s a high likelihood that you have some that can be repurposed and repackaged into new content. Maybe you’ve got an old datasheet, its not pretty anymore, but the information is still relevant and is valuable to your audience. Take the information from this datasheet and build a video or a case study. You can incorporate the content into social media by tweeting out some facts from the datasheet. Creating content is the hard part, but once you have it, you can recreate to fit your audience and your plan.
Content should not peddle your product, but rather, show customers that you understand their needs.
Ultimately, you want to be a resource for your customers or prospects. If they think of you as the leader in the industry, they’ll go to you not only for best practices, but for your services. When your customer understands that you know the space, they continue to trust you.