Content Creation Strategy
Your social media person told you that you need a content creation strategy, but do you understand what that means? In an article featured on Forbes, Michael Brenner, Vice President of SAP Global Marketing, defined content strategy as
the mindset, culture and approach to delivering your customer’s information needs in all the places they are searching for it, across each stage of the buying process. It is a strategic approach to managing content as an asset, with a quantifiable ROI.
Quoting Kristina Halvorson, he notes that the content strategist is
the person who defines not only which content will be published but also why it is published in the first place.
In short, random, poorly written content fails as a marketing plan. Serious businesses need an awesome content creation strategy they also need marketing ideas, marketing plan, and basic marketing skills if they want to succeed. One of the most important things to keep in mind is SEO content strategies do work but, before you can start to your create a content
1. Define Your Audience
Identify your target customer, and learn everything you can about them. Note all demographics, such as age range, occupations, income, marital status, etc. In some cases, your product or service might appeal to different types of clients. You might need to develop different strategies to suit their needs.
2. Determine What They Want
A butt-kicking content creation strategy focuses on the goals of your client, not the goals of your marketing plan. Instead of trying to sell a product or service, present a solution to a problem. So, what the business actually needs is marketing tactics.
3. Identify the People Who Influence Your Target Client
Study the websites and social media pages that potential customers frequent, and note names that frequently come up in their online conversations. These journalists, bloggers, authors and pundits influence your perspective client’s opinions, so you should include them as part of your target audience. Then have them help you with examples of marketing strategies.
4. Study Their Language
Use phrases such as “epic fail” and “you’re doing it wrong,” and certain groups of people will know that you speak their lingo. In contrast, sentences containing phrases such as “it behooves you to” might appeal to an educated audience, but the stilted formality might put off a more casual type of person. If you plan to hire a content writer, look at their previous works, and note whether or not their voice suits your audience. Highly effective writers create both non-fiction and fiction. The fiction writer knows how to zero in on the communication style of your target audience, and determine the appropriate voice. Once you understand their language it will be easier for you to come up with advertising strategies.
5. Find An Ideal Distribution Strategy or Strategical Mix
The attention span of your targeted audience influences their preferred distribution strategy. People with shorter attention spans might prefer slide shows and videos, whereas other want long form articles. Sometimes, a combined media distribution approach offers the best option. Some marketers engage a content creation strategy that use specific types of media on different days of the week.
6. Create a Calendar
Magazines and journals have editorial calendars. So should your website. By creating a combination of monthly and seasonal themes, a content calendar combats writer’s block, and provides a road-map for content production.
7. Create Engaging Headlines
If content is king, a headline is its crowning glory. In his book titled The Copywriter’s Handbook, author Bob Bly presents eight time-tested headline categories that trigger sales-producing actions:
- Direct headlines, such as “All items 10 percent off in January,” go straight to the heart of the matter.
- Indirect headlines use analogy and subtlety.
- News headlines, like “Live from Sochi.”
- How-to headlines, Bly notes, make it impossible to write a bad headline.
- Question headlines must ask questions that many people would like answered. A prime example: “Can I still lose weight if I eat a pint of ice cream every day?”
- Command headlines, like “Put a Tiger in Your Tank,” begin with a strong call to action.
Digital marketing expert Stuart J. Davidson adds some other categories to the mix, including:
- Scare Tactics, like Why Your Content Creation Strategy is Doomed
- Testimonials, such as My Content Creation Strategy increased sales by 50 percent
- Lists, like Top Ten Reasons You Should Bookmark this Article
8. Determine Which Social Media Network to Target
Certain social networks will be more relevant to your audience than others. When you first start out, target a few networks, and avoid spreading yourself too thin. Experiment with different types of content for different social media networks.
9.Try the Tom Cruise Content Creation Strategy
This one comes to us from Katie L. Fetting of Portent. She explains that Cruise uses a 70-20-10 percent ratio in his role choices. Seventy percent of his roles — like Maverick in “Top Gun,” or Ethan Hunt in “Mission: Impossible” — represent the Tom Cruise basic brand of movie star. Twenty percent, like the period piece “The Last Samurai,” represent Cruise, the actor, and increase his “brand reach” to various demographics who may find his 70% films cloying or predictable.
In 10 percent of his roles, like the misogynistic, manipulative motivational speaker he played in “Magnolia.” he’s an iconoclast, taking risks which might or might not work. This infographic shows how you can apply the Tom Cruise 70-20-10 percent ratio to your content creation strategy:
10. Determine ROI
Use analytics to determine what did and did not work.
Once you do all of the above you will be able to create your own marketing strategies for small businesses.