How to create a content strategy
Content Strategy is like this buzzword that everyone has been using these days. While everyone is trying to create a strategy that makes their brand go viral, only a few understand the basics of it.
If I were to define content strategy in one word, it would be the target audience. It is about understanding your target audience – their likes, interests, hopes, dreams, aspirations, etc. It is about sharing the content with this audience in hopes of them liking it.
But, what is a piece of content?
Content is anything that your audience can consume through its senses. Audio, video, words, images, and sound created by you qualify as content.
In the beginning, it might seem like a difficult task to pull off. But research and planning can make the whole process a whole lot easier. That’s why it is advisable to do a brand audit before creating content.
Brand Audit involves doing a detailed study about what the brand has already done. This is mainly done to understand their tone of voice and positioning.
What is the tone of voice?
Your audience behaves differently on different platforms. On Instagram, they might be sharing memes, but on Linkedin, they would want to hunt for clients for their business. Their frame of mind is not the same on these two platforms. Before you decide on your tone of voice, ask yourself these questions.
- What mood would they be in?
- What value does one derive from this piece of content?
- How receptive is the person to new ideas?
- What is their mindset like?
- What is someone likely to be doing when they encounter this message?
Your connection with your audience will grow much faster once you know what your audience wants. You will have to adapt and change the way you approach your content strategy. You will have new learning every day and your understanding will improve.
It is advisable to document everything so that you can go back to it whenever you get stuck.
How do you define your target audience?
You start by creating a portrait through research. Age, location, sex, language, interests, stage of life, etc. However, this can differ if you are targeting B2B business. Social media analytics and Facebook Audience Insights are important tools that can be used here.
Some questions that can help you understand your TG better-
- What channels are you going to employ?
- What do you want the messaging to be like?
- What are your objectives?
- How do you want your audience to perceive this?
What is social listening and why is it beneficial?
Social Listening helps you understand the conversation going around about your services, product, and business. You can search relevant keywords and hashtags for this. This method can be used to do competitive research as well.
After doing a basic analysis on this, we can understand what works and what doesn’t. This is very important to target the right keyword and reach a wider audience.
This also lets us understand what platforms our audience is active on. There are a couple of tools to help you with that. Google Analytics is an effective tool for that.
How to reach your target audience?
Conduct A/B testing to understand the behavior of your audience. Experiment with post timings, copy, creative, and ads. Create reports for the same and analyze the differences. The key is here to find insights about your audience. This helps in creating content that is engaging and reaches the masses.
Revisit the definition of your target audience and try to stick to it if you see any deviation. Your target group can change over time so always keep an eye on that.
Branding is about showing the world what your company does and what makes your brand different from others. Having a brand story that resonates with your audience can help here. This affects the overall business strategy in the long term. And once this is done right, leads and sales will follow.
How do we make buying decisions?
As people, we buy products and services almost every day depending upon our wants and needs. People want to associate themselves with a brand because that gives them peace of mind.
It can be very consuming to research every brand before making a decision. Branding makes all of this easier. It helps customers feel confident about your product or service. When a customer comes across your product, branding helps them form a connection. It helps them recognize your product which can greatly affect your sales.
Building a brand takes years. It’s not something that can be done overnight. So give it time, run experiments, and always have a learning mindset.
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