Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
Every small business has heard the same advice:
- you need to be online
- you need a blog
- you have to be on social media
- you need to use keywords
- you need to be more visual
But the advice small business owners really need to hear is:
You need a content marketing strategy.
Content marketing is the foundation for driving traffic to your website to increase engagement and build relationships that convert to sales. Every business' content marketing strategy should be unique: just as your business is unique. What works for your business may not work for the business next door. To evaluate if your content works you need a plan with definable goals.
content strategy is planning, management and delivery of content
Creating a content strategy will help you define and strategize your content and delivery plan so you always have a fresh content stream, and can plan ahead for seasonal business, special events, and busy seasons when you're just too busy to be developing fresh content. You need to know your content mix: your who, what, when, why and how's!
Your content strategy identifies your:
- target audiences
- tone, voice and personality
- social media channels
- blog topics and themes
- repurposing content strategy
- content distribution channels
- keywords and hashtags
- visual marketing plan: images, videos and and infographics
- blog authors
- social media sharing strategy
- industry event calendar
- business sales cycle
- tools and resources to create, find and share content
- content calendar
With a solid content strategy, when you are in your busiest season your content calendar and social media schedule provide a detailed plan and system in place to keep your content flowing.
For More Information on Content Strategy
Forbes: What Is A Content Strategy And Why Do You Need It?
Social Media Today: Your Content Marketing Strategy Should Not Be Like Mine
Content Marketing Institute: The Importance of a Strategy in Successful Content Marketing