What is Content Strategy
What is Content Marketing and how to leverage it in 2022
Marketing has been around us since the beginning of human existence. In the olden days, word-to-word marketing was the only form of marketing. The reach of this wasn’t large but it was quite effective. This holds true even today. Word-to-word Marketing is still very effective when digital marketing is completely taken over. The reason behind this is trust. Because we are bombarded with ads almost everywhere, it has become difficult to build trust with our customers. When your friends and families give us their recommendations, you are more likely to act upon them. This is because of the trust and credibility you share with them.
In the 1920s, the radio started to make an appearance. Marketers instantly jumped to this new medium of marketing. Radios were majorly used to give news updates. Brands used it to make customers aware of their products. The radio was a great invention in that sense.
Then came the television sets in the 1950s. Marketers started to capitalize on this new technology as a medium of communication. This gave birth to the marketing mix which talks about finding the balance between – product, price, place, and promotion.
But we have come very far from all of these marketing channels and tactics. Marketing on digital media seems to be the new hot channel. Just like any other new channel, this channel also gained a lot of traction from marketers. So much so that, now digital platforms are very cluttered places. Every brand is trying to stand out. The only way to stand out is through your content strategy.
What is a content strategy?
A content strategy is a plan you create to achieve your business objectives through content. A good strategy is aimed at attracting the target audience at each step to drive conversion and keep them engaged.
There are a few questions you need answers to before you start creating your content strategy.
- Who are you creating this content for?
It is a no-brainer that you have to first understand your target audience before you implement a content strategy for them. Your business or service might have different kinds of customers.
You can approach this in 2 ways. First, use different messaging on different marketing channels depending on which audience is present where. For example – if you are a social media marketing agency, you can use both Instagram and Linkedin to create content and sell your services. However, the messaging needs to be different on these two platforms because Instagram is a more informal platform whereas Linkedinas is a professional platform.
Second, you create a content strategy and meep experimenting with different content pillars to understand what works and what.
- What value do you bring to the table?
You need to be very clear on what your value proposition is. Ideally, your content should solve a problem that your audience is facing. A good content strategy solves for multiple purposes. First, it should help people in making their decisions. Second, it should keep your existing customers engaged to increase retention.
- What is it that sets you apart from others?
Competitor analysis needs to be done before you start doing anything. This gives you all the relevant information about what is already out there. If you have competitors, it means that you will have to convince your potential customers to choose your product over others. This is where a great content strategy comes in handy. Your voice should speak to your brand which makes them trust you more than others. Once your messaging is figured, the batter is already half-won.
- What kind of content format do you want to push out?
There are different content formats like- audio, video, image, static posts, carousels, gifs, etc. Basic research about where your audience is present can help you identify which format would work the best.
A plan about – what are you going to post, when are you going to post, and where is it going to go live can really help you streamline the whole process. Managing this can become very difficult in a small team.
Now that we have an understanding of different marketing channels, here are some tips for you to create a kickass content strategy
- Define clear objectives – Having clear objectives, in the beginning, helps you streamline the process.
- Conduct primary and secondary research about your audience – There is no substitute to actually go out there to speak with your audience. Read whatever you can from online sources and talk to your target audience.
- Do a content audit – This gives you a great starting point. Content audit primarily involves research and planning.
- Brainstorm on content ideas – There are a lot of things that one can do. Brainstorming helps in the creative process.
- Check analytics – Analytics help you find gaps in your content. You can use the analytics to track your progress.
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