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How to Create a Brilliant Content Marketing Strategy.

A Content Marketing Strategy is your strategic approach to creating, distributing and disseminating useful marketing content in order to captivate audiences, generate leads, increase revenue, and enhance brand awareness.  

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When executed properly, content marketing is one of the most compelling and cost-effective ways to market your services, your brand or yourself.

Applying the following concepts to your content marketing strategy will take time and consideration in the beginning and decidedly develop into a natural part of your content strategy.

“Marketing is no longer about the stuff that you make, but about the stories you tell.” — Seth Godin


Why you are creating content, who you are assisting, and how you will help them in a way no one else can. 

Start with authenticity

The most important thing to remember when creating your content marketing strategy is to be credible. Establish trust so customers are comfortable talking about your brand.

Your mission and business goals

Your mission statement captures the essence of your business's goals and the philosophies underlying them. A crucial step to creating your content marketing strategy is to review your companies mission vision and business goals. Your content marketing strategy is only valuable if it assists you in accomplishing your business goals.   

Content strategy statement

Your core content strategy should define content objectives, competitive differentiators, brand values, and tone. Write a single statement that includes business goals, target audience, and audience needs. This statement can later be used to brainstorm and prioritize topic ideas.

Characterize your audience personas

Every piece of content your brand develops should be created with someone in mind. Detail the specific audiences for whom you will create content and determine what their needs are. Identify the questions or obstacles they struggling with, and how you can answer those questions directly with quality and easily digestible content. This will give you a better understanding of the content your audience will respond to, their preferred communication channels, and how your content will assist or educate. Once you know who you’re talking to, you need to write truly useful content for them. Consumers are more likely to make a purchase with a brand they can identify with. 

Content ecosystem map

Take an in-depth look at the content you have already created, across all of your channels, and success metrics for each post. Decide what to keep, update, or remove by analyzing which content is working, and which isn’t, so you can create more of what works. Content ecosystem maps help you verify assumptions and imagine new possibilities.

Brainstorm content ideas

Whatever your big idea is, write it down.  Ask yourself what material or instruction you want to communicate, how your information differs from the competition, how your content marketing will benefit them, and what outcomes providing this content will help you to accomplish.

Research your content

Read 15-20 articles on your subject. Make yours more valuable, cohesive, comprehensible and actionable.  

The evergreen factor

You want your content to provide value both today and long into the future. Evergreen content is anything that provides a basic education of a topic or information that is as relevant today as it will be years from now.

Create content

Create value material that builds trust and authority among your visitors and helps you to develop into a recognized leader in your industry. Build relationships with the intention that readers will become loyal to you and your brand by educating them with high quality, relevant and authentic content. 

Use SEO to enhance your marketing efforts

Integrating keywords into blogs and other content is good for SEO and generating organic traffic. Choose your target keywords or key phrases and use them consistently throughout your page, including title tags and in paragraph headings.

Call to action

Add an effective CTA to encourage visitors to take the desired action defined in your Content Marketing Strategy.

Your channel plan

This should include the platforms you will use to tell your story.  Most successful content marketing strategies rely on having a central core of content published on your own site or blog which can then be repurposed and shared on other channels. Prominent content formats include: Blog Posts, Infographics, Videos, Podcasts, Ebooks, Case Studies, Email Newsletters, White Papers, Slideshares, Press releases and Social Media.

Promote Your Article

With the frequency in which content is published daily, one way to get the most life (maximum reach and effect) from your article is to spend more time promoting it than creating it.  Continue to stimulate your article until you reach 500 unique views on your post. 

Establish your KPI's

The best way to achieve goals is to make them specific and measurable.  Key performance indicators (KPIs) will help you know when you have achieved your goals by providing milestones you can check off while evaluating your content performance. 

Track it Like a pro .

Measure and log the effectiveness of the content, channels, and the return on investment (ROI.) Key metrics in determining the overall performance and health of your content marketing program include social shares, site traffic, CTR (click-through-rate), retention metrics, post engagement (comments), bounce rate, email subscribers earned, completed registration forms, sales leads, etc.

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