Determine your goals
Every content strategy should have a specific goal in mind. Whether your goal is to increase your brand awareness, increase sales or drive higher traffic to your site, planning your goals ahead of time can help you determine the best types of content that fit into your strategy.
Define your target audience
Creating personas is a great way to guide your content creation by eliminating a lot of the guesswork. Personas can help you get a better understanding of how you can meet your audience needs so you can create content that they actually care about.
Think about creating personas as if you were building a character for a movie. For example, a single woman in her twenties who lives in San Francisco, is a full-time graphic design student and is active on Twitter and Instagram. The more detailed your personas are, the easier it will be to create engaging content that fits your audience’s needs.
Determine how you will create and distribute your content
Simply creating great content might not drive great results without a solid distribution plan. For some brands, creating blog posts and e-mail newsletters might be the core of their content strategy. However, some have become more innovative by creating video series, podcasts or tapping into influencers on social media.
For those that are just starting out, keep in mind that each piece of content that you create should have a specific goal in mind. For instance, blog posts are a great way to attract new website visitors, while e-books are an effective way to generate new leads. The type of content you create and your distribution is largely determined to be your target audience. Once you get a sense of what platforms and content types resonate best with your audience, you can expand from there.
According to CMI, 63% of businesses don’t have a documented content strategy. The goal of any content strategy is to ensure that you are publishing effective content. Without a solid plan, you might not be effectively executing your goals over a long period of time. Content calendars such as Coschedule can help you organize all of your content in one place in order to stay on track. This can also help guide how you will distribute your content while ensuring that your content is always fresh. Your content calendar should include details such as your topic, target publish date, format, channel or your target persona. This can also help you evaluate what’s working and what isn’t, so you can effectively plan ahead.