The word on everyone’s lips when it comes to website, SEO and social networks is the “content”.
Because we are now living an era where we expect to find the answers to all of our questions on the web.
Because our ranking in Google is decided by the quality and value of the content on our pages.
Because to stand out on social networks, you have to create and share content that is valuable to your target market.
If the content value is perceived as greater by the audience, it will allow you to have more fans/followers, more engagement, more website visits, a better ranking on Google and ultimately, more leads for your business. Ok, but how do you get there?
You need a content strategy that consists of a strategic marketing approach aimed at defining the process of creating and distributing relevant content for a certain target audience.
1. Determine the objectives
First, it is important to determine what goals the company wants to achieve with its communications, whether it be internal or external, on social media, with the media, or with investors. For example, one of the objectives might be to seek out a new market segment or to increase the visibility and sales of a certain service or product, or to build its its brand, or to stand out from the competition. Do not forget to quantify your goals, be realistic and take into account that nothing happens overnight.
Well, these are all great objectives, but how do you achieve those goals? First, an audit of available resources and a governance plan is required. Who will write the content? Who will validate? Who will publish? Who will manage the comments and messages? Who will be in charge of media relations if necessary?If your business is very technical, will your engineers have the time to write or validate what will be written? All of this is part of a governance plan. There is no point in establishing a beautiful, ambitious content strategy if you do not have the time or resources to execute it. Think of your employees who may be able to help you. You may also have partners who would agree to produce content in exchange for recognition on your website, on social media or in your newsletter.
In this plan, it will be important to think about the workflow. Who will find the ideas? Indeed, if you plan to write 2 or 10 articles per month, you need ideas. Who will write about these topics? All the better if it’s always the same person but maybe you’ll need different experts to contribute to the technical articles. Then who will validate the content? After all, everything that is written will affect your identity and your brand. How, just think about the tone used (condescending or joyful or professional) or even the opinions shared. Finally, who will be in charge of sharing the content and managing the comments and reactions? Whether your team is small or large, all of these questions require some thought, need to be answered, and clearly set out a timetable.
4. Content format
The next step is to determine how to present the information. What will your strategy be here? What information will be contained in articles, videos, web pages, blog, intranet, newsletter, etc. Here everything is possible but it all depends on your goals and your main audience. If your targeted audience is primarily a specific market segment or potential partners or even your employees, then the content and its format will be different. The importance here of knowing your target and their information consumption habits.
We must also think about the delivery of what we publish: where, when, how and to whom. And this is where we will think most about social networks, although we must not forget about them when we decide the content format.In fact, we do not use Facebook the same way we’ll use LinkedIn or Instagram. Each social network has its usefulness and you may not share the same content, in the same form, on all platforms. These differences are complex and will be the subject of other articles.
6. Measurement of results
Finally, it is necessary to identify methods of measuring results that will be directly related to the objectives determined above. In all my content strategies, I also include test variables. For example, if my goal is to increase visits on my website, I will change the call-to-action to see what gives me the best result. I could try videos instead of pictures. I could even test different messages, different colors, etc. Ask who will be monitoring and analyzing the results and who will be in charge of the improvement process.
The content strategy is used to maximize the use of different media chosen, whether your blog, your social networks, your newsletter, your Intranet, your emails, etc. and to maximize the efforts made each week to produce this content. Each media will have a specific purpose that will produce real value for your audience and allow you to reach your goals and thus new heights.