Everyone knows that content is the currency of the internet. Yet, it's not enough to just produce it and expect people to find your content. With content saturation at an all-time high, you must be value-driven and STRATEGIC on how best to use it and distribute it to earn your audience's precious attention.
With so many different definitions floating around, let's simplify what we mean.
What's a Content Strategy?
Content strategy is your masterplan, backbone, and process of planning, developing, and managing content.
Why Do You Need a Content Strategy?
Brands spend millions to produce blogs, videos, case studies, whitepapers, infographics, webinars, podcasts, and posts to educate, engage, entertain, and convert. And rightfully so. According to CMI, a content marketing strategy results in 3X more leads than paid search. It's worth your time and investment.
When you have a solid content strategy, content creation, marketing, and distribution become MUCH easier. having a strategy ensures each piece of content has a purpose, aligns with your goals, and provides value.
Nothing is more frustrating than taking months to plan, weeks to develop, and hours to distribute a piece of content and then it goes unnoticed and unappreciated. Womp, womp. 😭
If you're frustrated with the algorithm not giving your posts love? Check out this article by Amanda Natividad on a novel and counterintuitive approach to beat the odds.
Here's what every effective content strategy includes:
🧑🤝🧑 WHO. Get super clear about your audience persona's needs and FAQs. Never write for anyone, always write for someone.
❓WHY. Know why you're creating this content and how it aligns with your goals.
👨⚕️🚲 🍲 WHAT. Decide on your content pillars (what you're an expert in and want to be known for). Plan on what type of content to create that will answer your audience's most pressing needs in the most thorough and efficient way possible.
⏰ HOW. Plan how your content will get produced, published, and promoted. We'll discuss this in greater detail in our next issue on Distribution Strategy.
Pro Tip: Remember to make your content SEO friendly to really boost visibility.
BEWARE: Great content takes time (about 4+ hours according to a recent survey by Orbitmedia.com). Marcus Sheridan, one of the greatest content kings and author of "They Ask, You Answer," says it takes 12-18 months of consistent (meaning daily or weekly) content creation to become the go-to source in your niche.