It’s the beginning of another year, and you are probably setting goals for your business. Content marketing has become more important than ever, and if you want to expose your business to a broader audience, you will want to think about your content marketing strategy for 2020. According to the Content Marketing Institute, 63% of businesses don’t actually have a content marketing strategy that is documented. Businesses who do have a content marketing strategy are much more likely to be successful. Let’s explore some tips for how to create a content marketing strategy.
Establish Your Goals and Mission
The best place to start with a content marketing strategy is with your goals. Try creating a content mission statement so you can really pin down what you want to accomplish with your content marketing strategy. Do you want to reach a bigger audience? Do you want to promote brand awareness? Do you want to become a known subject matter expert? These are just a few goals that you might have.
Define Your Audience
You need to get clear and specific about who your audience is. Don’t try to reach everyone. Your product or service is probably not going to be for everyone. But think about who would need or want what you offer. If you can collect demographic data from your web visitors, social media followers, and email subscribers, this will help you to pin it down.
Once you have demographic data, you can create buyer personas. Maybe your first buyer is a single parent of toddlers or a teenage girl or a young professional. Once you have a more specific idea of who your audience is, you’ll have a better idea of the content they would enjoy.
Take a Look At Where You Are
Chances are, you already have some content out there, whether it’s blog posts, videos, or social media posts. Use analytics to determine what type of content you’ve posted in the past that’s done the best. Does one of your videos have a ton more views than the others? Is there a blog post that stands out among the rest? Perhaps you want to create similar content.
Look at Your Competitors
Take a look at your competitors’ websites and social media accounts. What kind of content are they producing? What is working? What isn’t working? What is the most popular content? These are all good questions to ask. You can learn a lot by observing other businesses in your niche and using it as inspiration for your own content strategy.
Determine the Best Platforms
You don’t need to be on all the social media platforms. You will spread yourself too thin. Different platforms are better for different things and reaching different audiences. If you want to reach an older audience, Facebook may be the platform for you. If your business is very visual, you may have more luck on Pinterest or Instagram. If you have a very charismatic person at your business who is great at public speaking, you may want to create a YouTube channel. Take a moment to think about the best platforms for you and be strategic about it.
Set Up a Content Calendar
Once you have a better idea of the type of content you will be posting and the platforms you will be posting on, you’ll want to create a content calendar. This will help you to schedule out content in advance. Make sure to leave room for current events in case something significant happens in your niche that you need to comment on. But aside from that, everything should be planned and scheduled out in advance.
These are some basic things to keep in mind when you are creating a content marketing strategy. If you need help with your strategy, you can always get outside help from a marketing agency. If you are interested in beefing up your content marketing in 2020, we encourage you to contact us today!