Quality content is not the result of chance, but is the result of an elaborate and carefully considered strategy. Companies are aware of this, but the importance of implementing a content marketing strategy is frequently underestimated. However, a good communication concept must be defined over the long term to meet success. The simple fact of creating texts is not enough for a content marketing strategy per se. Among other things, in the long term, it is necessary to define which themes will be treated, which subjects will be tackled, how the content will be published, and on which communication channels. We’ll walk you through the basic steps you need to know before embarking on this ambitious project, how companies apply a content strategy and how to implement it effectively.
Brand Positioning and Strategic Objectives
All the measures listed below are intended to help define marketing objectives and align them with the company’s strategy.
The brand positioning is the center of this content strategy. Each marketing player must ask themselves the following questions:
- What are the company’s values?
- What is the USP?
- What makes the brand unique?
- What is the customer benefit?
The positioning of the brand is the basis of the company’s objectives and identity. There are many possibilities. It can be for example values such as trust and transparency. In other companies, this will widen the target group. These objectives must always be measurable. In online marketing, there are many measuring instruments.
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The definition of the target group is closely linked to the positioning of the brand and the objectives that we want to achieve by a content strategy. Above all, the target group should not be defined simply by a vague set of socio-demographic data. It is important here to consider the target as potential partners, with whom we must establish a real dialogue. Marketing experts evoke the concept of “personas” for this. The buyer personas are fictional people, robot portraits that represent the target. These standard profiles are developed from actual data that has been collected. The buyer personas are representative of your potential readers, and the content must be adapted to their expectations and interests.
The data collected on personas can be collected using efficient tools such as Google Analytics. Social media is also a great way to collect valuable information. We call this social listening. This allows you to find out more about the particularities and interests of the target group.
Content Inventory and Audit
Before evaluating the proposed content, it is advisable to make an inventory of what has already been published. This is called content inventory. This method provides a structured overview. Regarding content audit, it is a question of checking the quality of the texts written.
The following points are distinguished:
- quality content, for which you have to pay
- superfluous or obsolete content, which must be deleted
- content with potential, which must be optimized
It is then necessary to analyze the activity on social networks based on the comments and clicks of the target. To know what is causing the buzz, just look at what content has been the most shared and you have to orient yourself accordingly. Analyzing which type of publications is very popular helps optimize the content that follows and saves time for the rest.
Another point to address is that of competitive analysis. This allows lessons to be learned from the causes of others’ success or failure. It is also a question of observing what is done according to the sectors, which makes it possible to find inspiration for the following points:
- What formats does the competition use?
- What channels does it communicate with?
- Which content marketing strategy is applied?
This allows to obtain a lot of information on the market situation and to identify a niche sector. With topical themes and innovative formats, it is possible to stand out from the competition. Once this work is done, it remains to compare the different results of the competitive intelligence and think about choosing themes that will remain interesting in the long term.