How To Create A Content Strategy For Your Content Marketing

How To Create A Content Strategy For Your Content Marketing

hi today we're going to be talking about creating a content marketing strategy now before we start few quick questions are you creating content do you have a strategy is it working if the answer to those questions is no keep watching because today we're going to give you a top level overview four things that you need to include in your own content marketing strategy cool let's kick off with target audience there are many ways in which you can target your own audience first and foremost I recommend creating buyer personas now you can create a number of personas based on various stages of the buying cycle as well as various needs of your buyers don't look to create too many personas I would stick to a standard number of between five and ten because you don't want to over complicate things at this stage another way in which you want to create or find out information about your target audience is to pull off data in Google Analytics you can pull off an audience report in there this gives you key demographic data based on things such as location age gender personal interests once you've painted up a really good picture of who you're targeting you can then create your own goals and objectives for your content marketing campaign now every business will have their own business plan and then drill down from that they'll have their own marketing plan and marketing goals and then drill down from that you'll have your content marketing plan and content marketing goals it's key to remember that each piece of content that you create has to have its own goal and objective now a goal could be something like driving referral traffic organic traffic social shares engagement conversions lead sales and so on and so forth however it's all well and good saying I want to create a piece of content that's going to deliver lots of traffic the way in which you can achieve this is by setting objectives now your objectives could be something like to entertain to provide information to educate to persuade to create controversy now a good example will be let's say you want to create a piece of content that sustains traffic over long period of time that's your goal or your objective will be to create something that educates that provides insight something that you know is going to draw visitors back to your site and a good example there will be a white paper a user guide a how-to guide so that just shows you a good example of when it comes to your goals and objectives the types of things that you need to be thinking about but they all need to be aligned to your marketing plan and in your overall business plan now before you create a single piece of content first and foremost you want to be getting involved on social media so set up profiles on the big hitters like Google+ Facebook Twitter Linkedin populate them engage with visitors with users answer comments answer questions and so on and so forth one of the things I would also recommend is to find industry specific sites niches and such as like Q&A sites or drill down in those Q&A sites to specific areas that are of interest to your own business and again populate that engage with visitors engage reviews –is one of the key things that you want to be getting out of this process is to build up your own community of followers but also to start engaging with key influences in those communities and this will help massively when it becomes comes to the promotional aspect of the or strategy so you know who you're targeting you've got your goals and objectives your active on social now it's time to start establishing those content ideas first and foremost what you want to be doing is performing a content audit so you've gone to your own site and measure a map out everything that you've ever done in terms of content so look at blog posts look at infographics look at videos look at everything you've done in a spreadsheet you want to have some various columns have content type have a content title the number of page views the number of social shares and of comments again and the old goes back and ties back into your your goals and objectives any idea that you come up with always map it against your content audit and have a look at what's worked and what hasn't worked secondly after your content audit you want to be doing a competitor analysis so in a similar way you want to be looking at about five to ten of your your strongest competitors look at the content that they've created could be look on page stuff like blog posts infographics videos could be that you look at off page stuff so guest posts newsletters surveys that type of thing this kind of gives you a good idea a rich source of ideas of what your competitors are doing and you can measure that against what you're currently doing and if you're not doing that let's say for example that you find you perform a backlink analysis of your competitors and you find a variety of sites that they're they're writing for and they're writing on again that kind of provides you with some insight you might be able to approach those sites offer a follow-up opinion or a different angle okay just an idea for you to view to consider Google Analytics is also something that I would utilize when it comes to creating your own content ideas Google Analytics first and foremost you can perform what's known as a site search and you can look at the data that you've received from that and this is basically where people land on your site and they perform a site search internally this provides you with a rich source of insights because they could be asking questions queries and so on and so forth now Google Analytics also provides you with information on key performing pages so it could be a particular product or service that you then want to create content around it could be that you find that a particular product or service isn't performing as well as you'd like and you actually find out that people are actually dropping out the buying cycle well in this instance again you can look at the content that you could possibly create to help feed those people back into the funnel and hopefully potentially get a sale or conversion I'd also look at again goes back to the content audit but look at the top performing pieces of content and see what's worked and understand why it could be a piece that's very very targeted towards products or services that's actually worked well or likewise it could be something that's industry specific but not specific to so much to your brand it's a good idea to have a blend of those different types of content you also want to make sure that your content is keyword optimized so you need to perform keyword research that pretty much goes without saying and the keywords that you establish within your keyword research should obviously feature in the content you create this itself gives you a good idea of content ideas but also utilize something like Google Trends where you're able to look at trending topics not just those core keywords and this is really useful when it comes to creating more long-tailed content and finally you want to be looking at your own internal events your own calendar your own internal news and utilize that utilize that as and leverage that when it comes to creating your own your own content so you've got all of your ideas and you now want to map that on over an editorial calendar you want to be looking at mapping this over a three-month six months for twelve month period and you really want to be factored factoring in those key dates those key events you also want to be looking at more standard national holidays so things like Mother's Day Father's Day Valentine's Day Halloween Christmas Easter and really think about your overall campaigns and how you can tie that in with with those holidays your editorial calendar should really also feature promotional aspects so it stands to reason that any piece that you create needs to have a promotional phase whether that promotional phase is on social or whether you have a whole outreach program that you want to organize it's really up to you but your promotional can at your your editorial calendar must feature who's going to promote it and the other good thing about an editorial calendar is it holds people accountable so not only will you have the live date or the published date or the the the upload date and the promotion date you can account and assign who that peach individual does those activities when it comes to promoting your content as I've mentioned we really lay the foundations when you're when you're populating and engaging on your social media profiles but in addition to that you can really look at other things like an outreach program and this is basically where you want to get gather a list of industry relevant people that will benefit from that content it could be that you've actually featured people within a piece of content or you featured a resource in a top-ten list or something like that anywhere you where you think someone will benefit from having that content seeing that content sharing it and so on and so forth that is really crucial to your promotional efforts and then finally it goes without saying that whenever you create content you want to measure it and the way that you measure your content is really relevant to the goals and objectives that you set out in the first place but as a basic as a very very standard level you want to be setting up Google Analytics tracking code and you'll be setting up goals within there you want to be looking at the key things like you know where's your traffic coming from at the age the location you want to be looking at the the number of visits where those those visits are going after they've landed on your content and again this provides you with the richer insight into the effectiveness of your own content so there we go that was a nice quick overview of all the things you need to consider when it comes to your own content marketing strategy if there's anything that you think I've missed that you'd like to add please do leave a comment below or get in touch with us and that leaves me just to say thank you very much for watching and for more information please visit any of the social profiles coming up now

23 thoughts on “How To Create A Content Strategy For Your Content Marketing”

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  5. It's essential for any business to create a strategy for content marketing, certainly they need to know their audiences, and goals. Supportive points for creating content strategy for content marketing. Great video!

  6. I'm not sure but ,if anyone else trying to find out content curation wikipedia try Renkarter Content Curation Report ( search on google ) ? Ive heard some pretty good things about it and my mate got amazing results with it.

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  9. Great video. Thx! I have read similar information before, but the video seemed a lot more straight forward.

  10. interesting points ,if anyone else trying to find out marketing strategy try Renkarter Content Curation Report ( search on google ) ? Ive heard some unbelievable things about it and my neighbor got excellent success with it.

  11. A content audit is great if you've already done some work. But what if your client is totally new to social marketing?

  12. Are you trying to get your Content Marketing campaign off the ground?

    Take a look at James' video for a guide on planning an effective content strategy.

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