With 70 percent of content marketers creating an increased amount of content from a year ago, if you’re not already involved in content marketing, you need to get on board or risk falling behind. The focus on creating new, interesting, and relevant content grows stronger every day, and in 2015, it’s set to gain even more power. There’s more to succeeding with online content than creating it though. A successful content marketing strategy is necessary for any company hoping to succeed in this increasingly competitive market.
While the Content Marketing Institute reports that 85 percent of companies have a content marketing strategy in place, over half of those companies have strategies that are verbal and not written out. Having a strategy is certainly the first step but without writing out specific details regarding plans, goals, desired content, and intended audience, the best intentions fall short. The risk for ideas becoming “lost in translation” is too great for companies to continue with strictly verbal plans. There needs to be a well-documented and thoroughly researched strategy in place for everyone to understand, study, and adhere to if content marketing is to succeed. A documented content marketing strategy has the potential to create extraordinary, effective, and positive results.
Details of documentation
A documented marketing strategy is vital to successful content marketing, so it’s time to start putting ideas to paper. Think of this as any other brainstorming process and focusing on addressing every thought that comes into your head. At this stage, there’s no such thing as a bad idea; it’s more important that you’re creating a workable strategy. Once you’ve formulated your thoughts, it’s time to structure them into a form that everyone can understand.
- Framework – Concentrate on the story behind your brand and the audience you want to target. This lays the framework for your strategy and helps weed out ideas that are ineffective toward the main goals.
- Relevance – The content you wish to create has to be relevant to your goals. The content also needs to be high quality, informative, and provide valuable information to your audience.
- Goals – It’s easier to tackle something as large as an effective content marketing strategy when it’s broken down into smaller, more manageable goals. Each goal reached is a step toward accomplishing a successful strategy that works for your company.
- Set dates – By documenting important dates on your calendar, you have a visible timeline to follow for implementing your content marketing strategy. Having a vague idea of when you want to get things rolling is less effective than seeing it set in stone on your calendar.
- Schedule – You’ve decided that you want to publish content, but you also need to decide how often you want to publish that content. Setting a publishing schedule intended to achieve the particular goals of your marketing strategy keeps everyone on the same page and helps eliminate confusion. Posting blog posts regularly can bring hundreds to thousands of more leads per month.
Developing and documenting your content marketing strategy is the first step toward succeeding at content marketing. Maintaining diligence and implementation of that strategy ensures that you remain competitive. Over time, the goals of your marketing strategy can change, so it’s also important that your plan is flexible and open to modification. Adapting to trends and staying up to date with changes in the market prevents your strategy from becoming stagnant and helps your company reach many, many more people.