Developing a Content Strategy
When business gets busy, content creation is often one of the first tasks to fall by the wayside— who has time to write/film/post when there's work to be done? This is a great problem to have, but skimping on content risks losing your existing audience and missing out on potential connections. Taking the time to develop a content strategy and schedule will maintain your business's visibility and growth even during the busiest of times.
A content strategy is an outline of the type of communication you want to create with your audience over a period of time. A content strategy has several components:
Identify the audience. Know who you're talking to and why. Understanding the personas of your ideal audience will help you generate content that provides value to them by answering their questions and explaining how your service or product best meets their needs.
Brainstorm content that defines your brand. Determine words and phrases that reflect your mission, and use those regularly. Think about what sets you apart in your industry and ways to highlight your value. Are there themes or topics that you want to consistently address in your content to build a rapport with your audience?
Determine types of content. Would you prefer to communicate through written, video, audio, or graphic content, or some combination? Finding a variety of ways to engage with your audience will make your message more accessible to a wide range of people.
Choose your communication platforms. In the digital age, you have several options for sharing your content, from your website or blog to a variety of social media platforms. Consider which platforms your audience is most likely to use and which best fit with the type of content you're producing.
Create a content schedule. Mapping out the types of content you want to share at what times will help you optimize your engagement throughout the year. (Our free social media content calendar can help you with this process.) Preparing your content well in advance will also keep your content generation steady when your business is booming!
Assign content creation responsibilities. Delegating content creation and proofing tasks to members of your team with the appropriate skill sets will ensure that your communications are polished and professional.
If you'd like help with any step of developing a content strategy, The Marketing Engine team is here to support you. From helping you better understand your customer base to creating and posting your content, we can make sure your business is reliably communicating with your target audience. Reach out today for more information!