Do you know how to create content that can satisfy both prospects and search engines? Well, that’s the whole purpose of having a perfect content strategy put in place.
We all know how the Hummingbird algorithm changed the whole scope of SEO. Initially, you could stuff a couple of keywords into an article, and it would rank.
However, Google decided to give priority to content that’s valuable to the user –one that’s not written with search engines in mind.
In addition, Smart Insight Study revealed that in 2016, there were 3.8 million searches in Google in one minute. Different from 2014, which was 2.4 million.
Microsoft further reported that the average attention span of people dropped from 12 seconds in 2000 to 8 seconds in 2015.
With these statistics, it’s top-of-mind to every digital marketer (Including you because you must either be interested in content marketing or already in it) to create valuable content.
How do you create such kind of content?
It’s by having a content strategy. I want to show you exactly that.
Here’s the catch for someone who’s green when it comes to strategizing of content-
What’s a content strategy?
What’s the importance of having one for your business?
How can you develop an effective one that can help grow your business vast?
You’ve already known what a content strategy is.
Hey, and you need to know the distinction between a content strategy, a content plan, and a content marketing strategy: That’s according to the content marketing institute.
Here’s a simple definition of all:
- Content marketing strategy: Defines the ‘why’ ‘who’ and ‘how’. It’s having in mind the purpose you’re creating content, the target prospects in mind, and how your content is going to help them.
- Content plan: You need to know how you’re going to execute your content strategy, and who is going to handle each task if you have a team. You also need to put a time limit for each task.
Why you need to have the right content strategy for your business
Having a content strategy for your business is a great deal. It comes with a bunch of benefits to your business:
- Improves consistency
We all know how having unconnected pieces of content all over can confuse your prospects.
How about using a different tone and style in your content?
I’m sure your prospects will not make it up, and they won’t find a reason to buy your services or your products.
How about having the right formula, the right tone, the correct style, and many other useful practices that can attract the attention of your prospects, all documented in the proper format?
Then, you’ve days to share your content with your audience, such that they’ll wait in great anticipation.
Now that’s awesome!
If you create a content strategy, it will make the creation of content consistence. You’ll know when to begin writing a piece of content and when to stop having reached the required number of words.
If you have a team, you will know who is working on a piece of content and when they will finish it.
- Helps in branding
How you brand yourself to your prospects is essential for the success of your brand.
Do you know how to brand your business for success, or you go the haphazard way?
Well, the best way to do this is to create content that helps solves the challenges of your audience. We’ve already talked about how epic content amasses many social shares and organic traffic.
To create such kind of content that brands your business to success, you need a strategy. A content creation strategy helps to brand your business for success.
- It’s useful in content creation
The simplest definition of a content strategy is developing, planning, creating, delivery, and managing of content.
By having a content strategy, you can create content having the required number of words for your blog, rather than moving around aimlessly creating content whenever you feel.
Sometimes, we all experience writers’ block (Have devised a good way to deal with it, don’t worry) I can attest to you that you can reduce this a great deal by having a content plan.
I always have mine on a spreadsheet, adequately arranged according to the deadlines from clients. I’ve a column for the title, the keywords, the number of words to write, and other useful information.
It can make content writing like fishing in a barrel.
This is how to create the right content strategy
I’m going to break this into small manageable portions for easy understanding.
Some bloggers are fond of giving many points that are hard to understand. I’ve written this in actionable steps to make it easier for you. Here’re the steps:
Step 1: What are your goals?
Step 2: Perform a thorough research on your audience
Step 3: What’s your current position
Step 4: Decide on the type of content to create
Step 5: Create content in regards to your content calendar
These are the steps to follow. I’ll show you what you need to do to make sure you implement each step the right way.
Step 1: Know your goals
“One of the best ways to sabotage content is not to tie it to your goals. You need to know why you’re creating content”
-Ellen Gomes, Marketo
Just from what Ellen Gomes said, you need to know why you’re creating content. The ‘why’ changes everything once you know it.
Right now, I’m creating content to help small businesses (I mainly target small growing businesses so that I can grow with them) or a blog know how to create an effective content strategy that can lead to their growth.
Once you know your goals, it will act as a pilot’s compass and the sailor’s map in your content marketing journey.
You should not only know your content writing goals but also have them documented. Research shows those who document their goals are more likely to achieve them faster than those who don’t.
Here’s an important thing to consider; while your mission is focused on the prospects, your goals should be focused on your business – what it will get from your content creation strategy.
Step 2: Research on your prospects
There’s no better way to create a winning content creation strategy than knowing who your customers are. You don’t produce compelling content out of a vacuum, you create it by researching on your target market.
Knowing your prospects and what they need will enable you to serve them better with superb content.
You need to know this kind of information about your prospects:
- Know their demographics such as age, education, gender, etc.
- Know the topics they like most
- Know the keywords they use when performing a search
To get this kind of information, you will need to use Google Analytics. If you don’t have a Google Analytics account, Neil has a great guide on how to get one.
Here’s a screenshot of the age of the users of this blog ( this’s a new website hence no data). To give you an overview of what to expect.
Social media insights
You need to know the type of social media audience you have. Understand your social media audience by merely looking at the post analytics on either Facebook or Twitter.
Twitter shows the age, interests, gender, and the lifestyle of your followers.
On your Facebook page, click on page insights to get an overview of your audience and the topics they like.
But here’s the catch, by using your Google Analytics account, and your social post insights, you should be in a position to create a buyer’s persona.
A buyer’s person puts your business in the center of a story. It’s a representation of your prospects. Here’s an example of a buyers person:
Once you know your audience and the type of content they’re interested in, you need to know the keywords they mostly input when searching for information.
To do that, Google Keyword Planner is a free option to learn the ropes – though it can’t show you the exact monthly search volume but a range of monthly searches.
To get the real monthly searches, you need to have an active Ads campaign. Here is how to use Google Keyword Planner.
You can also use Keyword everywhere extension, which is free and hence has some limitations. The noble thing to do if you’re serious about content creation and marketing is to use:
Moz keyword explorer among several others: These tools are amazing.
Step 3: Know how your content is performing currently
Unless you’re starting, most businesses have content already. It can be video content, written content: on their blog, social media channels, guest posts, or running an email campaign.
Here’s what you need to do to analyze your current content.
- Perform a content audit
You need to do an audit of your website. To do this, use several tools. Apart from Google Analytics we used above, you can also use the following:
- Open Site Explorer
- Screaming Frog
This’s what you should get from the content audit
- Number of social shares
- Average content length
- Backlinks present
- Best performing content based on keywords
And much more.
- Analyze content ideas that have not been covered
From the content audit, you’ll know what’s left out. Since unique content is always needed in Google and rankable fast, it would be a noble idea to create content that’s not yet covered and required by your prospects.
Step 4: Establish the kind of content to create
Depending on your audience, the content you develop matters to them. Here’s the type of content to create:
- Social media content: These are short posts aimed at attracting the attention of your social media audience. You need to make sure your posts are interactive as possible.
- Blog posts: This type of content is the best for small businesses. Understand SEO to ensure you get a share of organic traffic to your site on a limited marketing budget.
- Video content: It’s excellent for arresting your audience attention quickly. It’s also the best way to sell your offers as it creates relationships with your audience fast. Research shows that a business website homepage with video content on its header drives sales more than one without.
- Case studies: Case studies are stories of your prospects stating how your business helped them in one way or another. It makes your audience understand and develop great trust in your services.
- E-books: This one is great for a giveaway in exchange for an email list. You can create a valuable e-book and add a link back to your site. Also, it’s a great way to explain a service in details such as your online course.
- Whitepaper: It’s similar to an e-book only that it’s data-driven and entirely It can act as a lead magnet for the services you offer.
- Infographics: If you want to educate your audience quick, then create such kind of content. It’s easy to understand an infographic than a blog post. An infographic reduced the need to fill screenshots all over a post.
Apart from the type of content above, there are other types of content such as podcasts, memes, GIFs, interviews, etc.
It all depends on the kind of content that can work best for your audience.
Step 5: Create content based on your content calendar
A content calendar gives details on what content your business can produce at a given time. It maps out your entire content production process.
We do have a content calendar for the content we create for clients. If you don’t know how to build one, James Scherer has written an excellent guide on how to create one.
Give your readers fresh content every day. Aim to create a relationship with your prospects. Then, let them develop trust in you. The trust of your audience is revenue to your business.
“Great content builds relationships. Relationships are built on trust. Trust drives revenue”
One last thing…
Imagine if you could get somebody to do all this for your website or a blog. When starting, it’s a nerve-wracking task, but not when I’m here.
Your business needs to be driving terrific revenue for you. Do you sometimes look at the companies and blogs in your niche and wonder why you’re not like them?
Don’t worry, where you’re today doesn’t matter: What matters is where you want to go.
I can create such kind of content for your digital marketing blog. I specialize in this niche. If you want highly-authoritative blog content to grow your business, contact me and we’ll begin right away.