Content Marketing Strategy
Updated: Sep 24, 2020
Why is a strong content marketing strategy so important to your brand? Well, it's important because you wanna be in front of people all the time, you wanna be in front of your potential costumers, driving value. And so to deliver value today, that comes through content. And content is on all different kinds of platforms, Facebook, Instagram, your blog, website, Medium, there's just so many different places, so you wanna really think about where your customers are, and how can you deliver value through a strong content marketing strategy? Well in this post I'm going to break down 14 tips. And let's jump in, right now.
Tip number 1 is Identify your best platforms.
So what I mean by that is, where are your customers spending their time online? Are they on Facebook, are they on Instagram? Are they looking at Medium, are they on YouTube, are they coming to your blog? Think about that and really identify your best platforms. So you don't need to do them all, you just wanna focus on the ones where your customers live. That might be three, four, five, two, it really doesn't matter, there's no magical number. Just think about that, come up with your best platforms, identify those, that's the first tip to success, and then we'll go from there.
Tip number 2 is to basically build your content library.
And so what I mean by that is, do a lot of research and really collect content upfront. And so there's a lot of different ways to do that, and a lot of different types of content. So think about the different types, I'm gonna give you some examples. One type would be customer reviews. You can capture all these customer reviews and build out basically a stock pile of these reviews that you can trickle out on social media over time, or on all your different content sources and platforms. So that's one example. Another example would be infographics or stats. Do you have specific infographics or stats for your industry? These don't need to be graphics and stats that you've created this could be the stats and infographics created by other sources. So collect those, a big library of them, that would be interesting and valuable to your followers to see, then make sure you site those sources, you can use that data later to create some of your own design assets. Some other examples would be finding basically quotes, industry specific quotes or quotes that you have come up with yourself, build out an inventory for that. And really you can kind of go down the line. You got videos are a type of content, you've got images, you've got photos of your company, photos of your products. If you build out this idea library, on all these different content types and really build those out in advance, this is gonna save you a ton of time moving forward when you need to create this content, to post under your social platforms.
Tip number 3 is to create your cadence.
And so what a cadence means is, what are you posting, what types of content are you posting everyday? Or every week? So when you build out your content library, you'll have all these different ideas, and all this type of content. Once you do that, you'll be able to visualize what you wanna post. So maybe you wanna post a quote in the morning, and then you wanna post a stat in the afternoon, and maybe you wanna post a video in the evening. This is just an example. But you wanna have a cadence so there's somewhat of a rhythm to your social media. So that whether it's a daily rhythm or a weekly rhythm, you really have that cadence and that thought that's put in, in advance so that you know what type of content you need, for the week or for the day. And if you have your idea library, when it comes to that day, that's gonna be easily, easy to really come up with that post content off the top of your head. As opposed to thinking about that at that very moment. So think about that cadence and what makes sense and what would drive value to your viewers, from that perspective, and then that'll kind of take you into the next tip.
Tip number 4, once you have this cadence laid out, is to develop a idea.
So now you have your ideas, you have your cadence, and now you come up with your schedule. So what is your schedule look like? It is gonna be something where you're gonna be posting one time a day, three times a day, five times a day? You'll kind of know what that needs to be based on your idea library and your cadence, so figure that out. I would recommend posting between one and three times a day. Three time being pretty good because that could be when somebody wakes up, when they eat lunch, and when they go to bed. And studies show this is when people look at content most often. So if you come up with those three types of times during the the day, that's gonna be perfect. And then figure out the cadence, are you posting quotes in the morning, videos in the afternoon, that kind of a deal? You'll lay that in, and then what you'll do, is you'll develop your schedule template. So develop a schedule template for the week, that way you can use that every week as a guide, that you'll then populate with the content for your posts during the week.
Tip number 5, is to document as you go.
So the idea library is awesome for just pre-populating all these ideas so you don't even need to think about it. The cadence and the schedule you lay all that in, so you have posts that are ready to go, that are scheduled that you have dialed in. But in addition to that, you wanna document as you go. So as cool things happen, you come across things, you take pictures of stuff, you do some live videos of yourself, documents as you go, and that way you can just post that stuff in real time as it occurs. And just kinda layer that in on top.
Tip 6 is for efficiency.
Use a tool like hootsuite, which is a tool that just basically let's you pre schedule your posts so they send out at the correct times. And also it has some metrics in there that you can use from a results perspective, kind of see how you're doing. And then also you can do some engagement through that system. This is nice because it allows you to streamline a lot of these activities. You can pre schedule stuff, and you don't have to necessarily jump into all these platforms individually, you can use one tool like hootsuite to do all this stuff in once place.
Tip number 7, is the focus on engagement.
You don't wanna be necessarily just posting content, just pushing content all the time. With social, you wanna be social, so you wanna like, comment, follow other people, engage with the community. Be involved. So don't just be posting the content, actually be an active engager of other content. This is gonna help you increase your brand awareness, and essentially just grow your followers over time, much more quickly than if you're just pushing content.
Tip number 8, Don't just post for the sake of posting.
Make sure that every post delivers some kind of value to your followers. Otherwise, they'll stop following you and stop engaging with you. Share worthy content plus share worthy design, plus engagement, equals success. And the key to all that is delivering value.
Tip number 9, is the make sure to track your results.
If you see that you've seen more engagement, more likes, more sharing, for your posts that are in the evening, maybe you want to do more posts in the evening. Or you wanna adjust the times that your posts are going live. Or if you see a particular type of post that you're doing, maybe it's the one that you're highlighting different stats in your industry and you see that that one has a lot of engagement. Maybe you wanna do some more of those if another post, like your customer reviews, isn't doing as well, maybe you do less of those. So look at your data, start to understand what your followers wanna see, and just give 'em more of what they like.
Tip 10, is to find some social media role models.
Find some role models in your industry, that you think are doing a great job on social media, that are delivering content value to you. And then just reverse engineer that, and think about how you can use some of those ideas as inspiration for yourself, and the type of content and strategy that you implement for your brand.
Tip 11 is stay relevant.
Make sure that you're relevant to the subject matter for your social media and your brand. People that are following you for, you know, maybe dance clothes, don't really care what you did this weekend, right? Or pictures of your dog, they're not so interested in that. What they are interested in though, is dance apparel. Right, so, if that's your niche and your industry, stay within that wheel house. Talk about that, be an expert on that, add value to that, and that's gonna really increase your following.
Tip number 12, is the brand your social media platforms.
Make sure they're really professional design, they look good, you have good profile pictures, and you populate all the areas of content. Your about us, your website links, your other social links, videos, really populate all of that. Because what's going to happen is, is people are following you, and liking your content, at some point, they're gonna wanna move forward with your brand. Maybe become a customer. And when that happens, you want them to really be able to do that right from your social platform, very easily. Be able to click to your website, see your call to action, take that next step. And so by spending some time really branding those social platforms, you have that laid in, so that it's a smooth conversion funnel for your followers.
Tip 13, while building content and engaging is really powerful from an organic perspective, also invest in paid. Do some like campaigns, spend some money boosting your post, get it out in front of more people, than you would be able to organically by itself. Do some re-targeting campaigns, and some other things on the paid side, to really super charge your growth on the social side.
Tip number 14, don't stop doing it. Keep focusing on your content strategy. So many times it have been seen that , like good content start coming out for like a brand, and then stops. What that means is they just stopped investing time in it. They stopped putting man power behind it. You need to make sure you stay consistent. You're not gonna see tremendous growth overnight, right? But if you continually post content and engage with your content strategy and your followers, you're gonna go from 100 followers, to 1,000 eventually after several months, to 2,000, and three years from now, could be hundreds of thousands. The question is, is, did you stick with it or not? Because the growth is there, it's just something you need to keep working on, keep optimizing. So if you don't have time to invest in it yourself, hire somebody, or hire another company to do it for you, but you just have to make sure that you're investing in actually doing it.