What Are The Benefits of a Content Strategy?
A content strategy complements a broader marketing strategy and reflects a business's long term goals. It combines business objectives, strengths, target audiences and buyer personas into a comprehensive content roadmap. A content strategy is also a tool for communicating marketing goals and motivations internally.
A common mistake is to produce content that might be interesting to company employees but offers no additional value to customers. A blog post about the company's Christmas party might be well-liked by your staff but has no point of contact for the customer. At its worst uninteresting content might even be a repellant for potential customers.
What Does a Good Content Strategy Include?
- Goals and Objectives. Your goals should be sound and realistic. A good rule of thumb for your objectives is that they should be SMART – Specific, Measurable, Attainable, Relevant and Timely.
- Buyer Personas. Your buyer personas are semi-fictional representations of your ideal customers based on market research and real data about your existing customers. They help understand the behavior and decision-making process of your customers. Buyer personas can function as guidelines for your content and content platforms.
- Existing Content. Before planning new content you should go over all your previously produced content to find out what can be reutilized in new posts and channels.
- Content Schedule. A content schedule guides your content production and functions as a roadmap in the implementation for your content strategy.
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