Creating content seems easy in theory: you just whip out your laptop and type away until you have a decent article to share with your audience. Unfortunately, good content is easier said than done.
You need a real strategy for what you will create, who will create it, and who will benefit from the information you share. But first, you need to answer a few questions so you can get going in the right direction. Ask yourself these four things, or discuss them among your coworkers, to make a solid foundation for your content.
Who is my audience?
Knowing who it is you want to be reading your blog and coming to your website is one of the most important first steps. Your target audience is usually the same people who form your product or service base. But don’t stop there. Be sure to include thought leaders, influencers, and brand ambassadors who will help spread your message and share your content. Once you decide who your primary audience is, it’s easier to identify their wants and needs, allowing you to create content they will actually care about.
How frequently will I create content?
Research demonstrates that creating frequent content is your best bet for generating website traffic and repeat visits. But you also need to understand your own capacity and ability to get that content done. If you find that you want to create more content than you are able to do in house, outsourcing is a viable option. You can also decide how frequently your audience would prefer to receive content. Would they value weekly blog posts or a quarterly newsletter with in-depth information? Or perhaps both? Consider these factors when choosing a timeline.
What type of content will appeal to my target audience?
The type of content you produce depends on both the nature of your business as well as features of the audience. Consumers might enjoy fun, short videos or infographics, while content meant for industry peers may be best presented in whitepaper form. Also, the platforms you use to share information can say a lot about who you are as a business — so put some thought into deciding which are best!
How will the content get done?
A content strategy will not be of any use if it’s never implemented. Decide who will be responsible for making sure content is created consistently that meets company guidelines. But once again, outsourcing is always an option for businesses that don’t have the time or manpower to do it in house. An expert team of content marketers producing custom content makes it much easier to meet your goals.
A content strategy is the foundation of all of your content efforts — don’t neglect it! Sit down to determine a basic plan so that you can create organized, effective content every time.