With increased competition in the digital marketing space, standing out from the crowd has become extremely important for any brand that wishes to succeed. Advertising and marketing campaigns have to be more strategic than ever to grab the attention of target audiences.
Ever since the global pandemic hit, the importance of having an effective content marketing strategy has increased exponentially. As per a 2021 global survey amongst businesses, 97% of respondents reported that content marketing was a major component of their overall marketing strategy.
Whether you’re a beginner or a veteran looking for fresh ideas to incorporate into your existing marketing strategy, this article will help you get started on creating a successful content marketing strategy in 2023.
Here’s what we’ll cover –
- What Is a Content Marketing Strategy?
- The Key Components of a Content Marketing Strategy
- 5 Steps to Developing a Successful Content Marketing Strategy in 2023
What Is a Content Marketing Strategy?
A content marketing strategy is an action plan to build the customer-base of a business by creating and promoting content that is relevant to them. It is used to communicate a brand’s message, build awareness, and retain customers even after a purchase is made.
Content marketing strategies involve the ideation, planning, creating, publishing, distributing and managing of various forms of content. These forms could include articles, audios, videos and so on.
In today’s digital world, there are innumerable avenues to reach one’s target audience. Social media, email marketing, case studies and eBooks are just to name a few. Given the variety of distribution channels, organizations must find a way to be consistent in the marketing efforts.
Next, we look into what your content marketing strategy should entail.
The Key Components of a Content Marketing Strategy
An excellent content strategy makes sure that your messages are well-timed, well-targeted, and relevant to your target audience. It also enables you to analyze the results allowing you to tweak your approach as required.
A recent survey by the Content Marketing Institute shows that 64% of B2B marketers who have a well-documented content marketing strategy have also been the most successful amongst their competitors.
Essentially, a content marketing strategy must aim to connect with the target audience, through the media formats they prefer on platforms where they are active.
5 Steps to Developing a Successful Content Marketing Strategy in 2023
Before developing a content marketing strategy, having the answers to the the following questions, will help:
- Why is the content being created?
- Who is the content going to help?
- What will differentiate the content from your competitors?
- How will the content reach the intended audience?
The following are some steps to create a successful content marketing strategy:
Step 1 - Define Your Goals
Goals always bring the entire team on the same page. One is to have an overall objective. The other aspect is to set smaller goals that help you achieve the overall objective. These smaller goals should be SMART i.e. – specific, measurable, achievable, realistic, and time-bound.
Effective goals are not just well-defined, they also include all team members. Each member must have clarity on both their individual goals and the overall objective. This helps individuals understand the importance of the role they are playing in the overall scheme of things.
Once you’ve set the goals, identify the metrics you will use to analyze performance.
Step 2 - Identify Your Target Audience
A business could have multiple audiences. For a content marketing strategy it’s crucial to know who exactly you are speaking to. i.e. – Identifying exactly which segment of the overall audience you wish to target.
Once the audience has been identified, it becomes easier to create relevant content tailored to them. For example, the target audience for a diaper company would be new parents. The content therefore cannot be planned around teenagers.
Similarly, knowing the platforms where your audience is active helps identify the best formats in which to create your content. For example, the new parents mentioned above, maybe most active on a social media platform. Therefore one could assume that videos might grab their attention.
Step 3 - Carry out a Content Audit
There are two steps to a content audit.
The first, is to analyze what content you already have. Your product might have manuals and guidelines that customers need to know. Or if you are in the services business, you may want to give your potential clients a brief about what you do. You might also wish to highlight some of your achievements. Based on the content you have you need to decide on the essentials for your content strategy.
The next step is to understand where your content will be most visible. That includes the platforms and channels that perform best for your business.
With these answers, you will be in a position to understand what content needs to be repurposed, and in what format. You will also understand what new content you require and where there are communication gaps with your customers, if any.
Step 4 - Choose a Distribution Platform
You might have decided on sharing various kinds of content in different formats. These may need to be published via multiple platforms or you might just stumble upon one platform that caters to all your needs. Whichever platform you choose, ensure it allows you to create, publish and analyze as many forms of content, across platforms as possible.
Step 5 - Publish, Manage & Promote Your Content
Having decided on the kind of content you want to publish, and having chosen the appropriate content distribution channel, it’s now time to publish your content. However, keep in mind that a successful content marketing strategy doesn’t end at publishing.
You need to constantly keep an eye on how your users are engaging with your content and direct its promotion accordingly.
As you can see, an effective content marketing strategy is one that is constantly evolving. In the world of digital publishing, the variety of content one can create and the platforms where this content can be distributed are innumerable and at times overwhelming.
A digital publishing platform such as KITABOO, might make things a little easier for you. KITABOO is a cloud-based platform that allows you to create, publish and distribute interactive eBooks across devices. It also allows you to create your own eBook store or have your own branded reader app. What’s more is that it provides real-time content analytics; a must-have in today’s world.
So, if you’re looking for a way to bring your customers to you, write to us at KITABOO@hurix.com.
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