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Developing a Content Marketing Strategy A content marketing strategy is a strategy that helps you create and distribute relevant and valuable content for your audience This will help you reach your marketing goals and increase sales Begin by defining the goals you want to achieve Identify your highlevel marketing and business goals Determine how you will assess the success of your content marketing 1 Define Your Audience Determining your target audience is the first element in creating the right strategy for your content marketing Understanding your audience allows you to customize your message create the best type of content and assess its effectiveness The first step to define your audience is to conduct customer research This can be done through interviews and surveys that allow you to ask targeted questions to understand the motivations pain points and preferences as well as values This information can be used to develop buyer personas which are personas that depict the kinds of customers that a company is targeting These personas can be utilized to create content that resonates with the target audience and boosts engagement Once you have a clear idea of the people youre targeting it is important to understand the various phases of the buyers journey The awareness stage is the moment when a client realizes that they have a problem such as the need to manage time more effectively This is an excellent opportunity for businesses to deliver useful information in the form of infographics or blogs that assist them in solving their problem After the customer has reached the awareness stage they will start to research the various options available This is when businesses can begin to promote their product or service using content like customer testimonials and product demo videos that demonstrate how the solution can aid them in solving their issue Its also a good time to use retargeted paid ads to draw traffic back to a website It is crucial to track the results of these campaigns and establish Google Analytics goals 2 Create Buyer Personas To create content that is resonant you must first understand your target audience Thats why creating and documenting clear wellconstructed personas for marketing is a crucial part of a content strategy Ardath Albee defines a persona in terms of marketing as a sketch of a potential market based on validated commonalities that informs content strategy in order to increase the effectiveness of engagement with buyers When creating your personas for marketing ensure that they are aligned with your business goals The more closely your goals and objectives align the more likely it is that you will be successful in achieving them Your buyer personas will allow you to determine the needs and desires of your audience which is crucial in determining the type of content you should create They can also help you discover how to promote your content through the channels your audience is using You can utilize your audience and buyer personas to create your brand story A wellcrafted brand story will create the same image of your company across all your marketing materials which will eventually aid in building trust and loyalty with your audience If youre starting from scratch it may be beneficial to study your competitors brand stories to get ideas You can also utilize BuzzSumo a tool which helps you discover what types of content work best on social media When youre developing your brands story make sure its consistent with the issues of your customers For instance if your audience is dissatisfied by the lack of specific information on your website you should focus your content efforts on making the information more accessible This will help your intended audience feel more confident in making a purchase and simplify the process of selling for them 3 Create a Brand Story Content marketing is a fantastic method to promote your company and reach out to new audiences It can also help you achieve your business goals like increasing sales or attracting highquality leads You need to know exactly what your target audience is looking for in your content so that you can develop strategies The creation of an identity story is one method to accomplish this Brand storytelling is the process of using a narrative in order to connect your brand to customers It is focused on establishing a connection between what you stand for with the values that are most important to them Its an effective approach as it engages audiences and increases their recall as well as creating emotional connections with your brand When deciding on best content marketing tools of story you want to tell consider your buyer personas Focus on the challenges that your customers face and the reasons they need your product or service and how you can help them overcome these obstacles This will ensure that your content is relevant and valuable for your intended audience Once youve created a brand story its now time to determine the best way to distribute your content Dont be scared of trying new channels and trying out those that be most beneficial for your target audience Dont forget to focus your efforts on your primary channels to ensure that your content is seen by as many people as possible Its crucial to track the performance of your content after youve published it and shared it You can utilize tools such as Google Alerts or Mention to monitor the popularity of your content Tools like SEMRush will also help you monitor your websites traffic Software for marketing emails such as OptinMonster can be used to measure the level of engagement and conversion 4 Create a Content Calendar A content calendar enables you to plan and schedule the publication of new content produced by your company on a shortterm or longterm basis It can help streamline the creation and publication of content for your brands online presence by assigning staff members and scheduling content to be published at certain dates It can be hosted on the web a desktop applications or even an app for mobile devices A wellorganized content calendar helps your team adhere to a consistent schedule of publication which is crucial to build a following and also for SEO It also makes it easy for teams to coordinate with each other and work together particularly when they work in different locations or are on the go In addition to establishing a publication schedule Content marketing calendars can aid in planning content for various platforms such as blogs social media videos podcasts video content and more A welldesigned content calendar lets you create a content repository where your team can upload and store the completed content they have created This will allow you to find older content that can be repromoted or used in new campaigns You can also keep track of important information using a calendar of content For example you can see the date your most popular blog article or social media post was published and the impact it has had on your audience This data will help you optimize your content and make better choices about future campaigns This will also help save time for your team by reducing the risk of missing deadlines and streamlining the publishing process It is possible to get so caught up in daily tasks that deadlines can be missed however a calendar of content helps to keep a record of important dates and decreases the chance of being late on important dates 5 Create Content Once youve identified what your audience wants how you want to connect with them and have a strategy for your content in place its time to create the content Content marketing can be accomplished using a wide range of formats including blogs and social media posts podcasts infographics videos and more The key is to focus on creating content that solves a problem or need your audience faces If you notice that your clients are frustrated by not being able access specific information on your site This is an ideal time to create a new section or an infographic that answers their questions When you create content think about the ways it can align with your goals and business objectives For instance if you want to be the leading solution for managing time and you are looking to increase visitors to your website then you may have to create content that focuses on tips tricks and best methods to manage time When writing content be sure to include your target buyers journey stage in your content Content that is entertaining or tells the story of your brand may be suitable for the awareness stage A blog article that addresses common questions and concerns regarding your product is more suitable for the consideration stage Include a budget and a timetable in your content marketing plan This will ensure you have the resources to create highquality content on an ongoing basis Consider how long it will take you to create each type of content and the cost of any tools or materials that you may need