Content development strategy involves end to end content creation for a website. It involves researching, publishing, and producing valuable pieces of content to meet the bottom-line goals associated with your content strategy, and is a crucial aspect of every company’s online marketing game.
Pamela Wilson, Owner of Big Brand System has aptly summarized the process as follows:
“As online content creators, we are officially becoming more like magazine publishers. We’re combining words and images in artful ways to draw attention and move people through our information.”
Your content strategy framework transcends to more than just creating conventional forms of content to the use of white papers, e-books, and newsletters, for branding and advertising purposes.
The following are some useful tips to help you strengthen your content strategy framework – its creation, production, and processing:
1. Know Your Customers
Customer-centricity lies at the core of every marketing endeavor. You need to completely understand customers’ needs, wants, and drives.
Precise and clear communication helps in optimizing the customers’ experiences and positively impacts the brand equity.
Read more on How to Use Content to Build Your Brand Voice
2. Combining Sales Funnel Marketing With Agility and Empathy
Focusing on buyers’ individual stages in the sales funnel and accordingly optimizing their experiences is important.
Equally important, however, is the amalgamation of agility and empathy in your content development strategy.
One of the most important lessons that marketers learned during the coronavirus pandemic and while marching to the new normal, is that having a deep understanding of your persona, their requirements, and pain-points and delivering value with empathy are utmost important.
Read more on Top 10 tips for Content Marketing During Coronavirus
3. Focus on Multi-channel Marketing
It’s best to target the customers, where they are. That’s the reason why it’s important to reach the prospects at their preferred platforms with relevant messages, at the right time.
Self-service is important today and you need to guide the customers through your service portal so that they can self-serve themselves.
4. Goal Setting
Define and measure the goals associated with your content development strategy, leveraging suitable metrics, and KPIs.
Track and monitor the performance of your team and take adequate steps to optimize your content game, as and when required.
5. Focus on Specific Parts of Customer Life Cycle in Your Campaigns
You should build campaigns that focus on specific purposes only and should emphasize the particular portions of their customers’ journeys.
A targeted approach adds clarity to your content strategy framework and allows you to deduce what are the most important KPIs that you should track to optimize the success of your campaigns.
6. Provide an Omnichannel Experience
In a highly competitive marketplace, you need to provide your customers with seamless experiences across omnichannel.
You can adopt an agile strategy to build appropriate outlines for your content strategy framework – to allow teams to have universally common information and repositories to work with.
7. Be Data-Driven
You want to optimize your customers’ experiences using content, right?
So, definitely, you need data, data, and more data. Get as much information as you can about your prospects and ideal persona.
Once you have enough data, working on an effective content development strategy automatically becomes so much simpler.
8. Employ Social Listening
Before you create content for your customers, you need to understand what they want.
You can take the help of social listening tools to deduce the requirements of your customers and then create your content.
Read more on The Philosophy of Social Listening
9. Employ Tools for Automating Data Processing
Marketers should employ modern MarTech tools across the customer life cycle to research, plan, brief, write, edit, report, publish, and optimize several pieces of content.
Trying to handle vast amounts of data manually can be a big disaster.
10. Deliver Personalized Content
In order to deliver personalized content in a scalable way, you can follow the following steps:
- Start personalizing the pieces of content right from the beginning; focusing just on the final stage of personalization during content delivery wouldn’t work
- Focus on improving the quality of your content and don’t mindlessly invest in buying expensive software tools to improve your content strategy
- Try to bridge the silos in the content strategy of marketing and other teams within your enterprise; involve agencies as well if they are in any way involved in creating content for you
11. Plan Ahead
Being futuristic helps when it comes to content creation. Planning ahead will help you make the most of your time and money, as well as will also save you from unnecessary edits required at the last moment.
12. Focus on High-Quality Visual Content
Creating quality visual content not only engages the audiences but also ensures that your pieces of content are shared amongst larger audience groups.
While paid promotions are good, relying heavily on paid promotions isn’t a cost-effective way to improve engagement.
Your content should be snackable and have the custom feel so that it is vastly shared by the masses.
13. Focus on User Intent
You should understand the importance of user intent so that your content generates maximum visibility and engagement. Spend time in researching, writing, and designing your content to match users’ intent and interests.
Remember that quality content will always generate better down the funnel conversions.
14. Prioritize SEO
The accessibility of your pieces of content depends upon whether you have optimized your content for the search engines.
Creating SEO friendly content helps your audiences easily discover your content.
15. Work Out an Apt Frequency
Deciding on how frequently you want to deliver the pieces of content depends on your business requirements and the interest of your audiences.
You can test several frequencies over a period of time and deduce which one works the best for your business.
Wrapping Things Up
Content development strategy is all about understanding the bigger picture. Learn as much as you can about your target audience groups and then take time out to optimize their experiences.
A well-executed content development strategy not only engages your target audience but also contributes to the development of your executives as well as of the thought leadership of your company.
Valasys Media is a well-renowned name in helping B2B clients with an array of services including lead generation, lead nurturing, account-based marketing, list building services, contact discovery services, content syndication services, event promotion, appointment setting, business intelligence, and CRM services to help them achieve pinnacles of success with their online marketing endeavors.
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