30 May How to Create a Content Strategy | Digital Marketing Advice
In digital marketing, content is king.
Content is what you put out there for others to read, see, and digest. It can be a blog post, a video, an infographic, an email, or something static on your website. No matter what it is, content delivers key messages to your target audience and educates, entertains, and engages them.
Developing a content strategy – a systematic plan of what you’re going to say and how you’re going to say it – is one of the first steps in the digital marketing process. Here is a primer on how you can create a content strategy.
Focus On Your Key Messages First
Before you start pumping out content, you need to know what you want to say.
This ultimately comes back to your key messages. These are the core things you want your audience to know, either about you, what you do, or about the field. This doesn’t mean you plan on talking just about yourself, but there are certain objectives you want to accomplish with your content.
Figure out your main objectives, what you want to have happen. If you want to entertain, your content will look differently from content that is meant to educate.
Determine Content Buckets
A bucket is a topic, or something that you can talk about. You need to use your key messages to draw up multiple content buckets, or topics that you will talk about routinely.
For example, if you are a coffee shop, you can talk about promotions and deals. You can talk about the types of coffee you serve. You can talk about the history of coffee. You can talk about musical acts that play in your shop. You can talk about community news and events. Think of what your target audience would be interested in.
Determine Your Frequency
How often do you want to put out content? This really depends on your audience and platform. Many brands succeed on Facebook by posting 3-4 times a week. Others post multiple times a day. On Twitter, the more activity you have, the better you’ll do. Others, like LinkedIn, have slower paces. And blogging can be successful with one good, solid post per week.
Think about your audience, what you want to say, how often you want to say it, and what you want to convey. That is the essence of your content strategy. And remember: strategies should be fluid, so don’t be afraid to change yours.