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Throughout the lockdowns, businesses quickly realised they needed to be online to survive. SEO keywords were the quick fix to reach the top of search results. And now, it’s becoming more evident that good content that includes keywords is far more powerful because it connects with your target audience.

Businesses that engage with their audience using content already understand that writing and posting content on websites, blogs, newsletters, and onto social media platforms is a winning marketing strategy.

And if you are part of a business that doesn’t, here’s a previous article about the benefits of content marketing.

Once you’ve done some pray and spray content (spray and pray is broadcasting generic messages to large groups in hopes that a small percentage will magically convert) and perhaps received one or two leads, you’re ready to create a content strategy.

Content strategy is the planning, developing, and managing content – writing on purpose, not accidentally. It’s also worth revisiting because it can always improve based on the results you are getting.

Content can be written, audio, or visual – so there are a few things to work out to get the bones of your strategy.

1. Who is your audience?

There are a few ways to get to know your audience; analyse your customer base and work out which ones you want to attract more of, analyse your competitors and see whom they are targeting, look at your existing data with Google or online marketing (website, newsletter, socials).

2. What is your brand’s voice?

If you could describe your business/brand as a persona – who would it be? What goals do they have? And what can they offer your audience? You’ll typically fall into one of five categories:

  • Sincere – Disney, Hallmark, Amazon, Cadbury
    You are down-to-earth, family-oriented, small-town vibes, honest, wholesome, and cheerful.
  • Excited – Tesla, Red Bull, Coca-Cola, Nike
    You are trendy and spirited, uniquely imaginative, up-to-date, and contemporary.
  • Competent – Volvo, Google, Intel, Microsoft
    You are reliable and hardworking, intelligent, and likely corporate, confident leaders.
  • Sophisticated – Tiffany & Co, Rolex, Gucci, Apple
    You are upper class, glamorous and good-looking, charming, smooth, and often feminine.
  • Rugged – Harley-Davidson, Timberland, Jeep, Marlboro
    You are outdoorsy and tough, a rugged Western type, often masculine and athletic.

If possible, develop a persona – like a farmer, teacher, daredevil, etc., who would present the brand’s personality.

3. Where will you talk to them?

By learning about your audience, you can better understand what media they’ll use. And by understanding your brand voice, you can better figure out how and with what type of content you’ll be communicating.

  • Website / Blog
  • Newsletters to your database
  • Social media platforms
  • Google Ads
  • Search Engine Optimisation (SEO)
  • Direct marketing
  • Advertising (back of a bus or on a billboard type)
  • Print media
  • Public relations
  • Sales promotion
  • Personal selling (through a sales representative)
  • Sponsorships
  • Podcasts
  • Mobile marketing
  • E-books / white papers
  • Videos
  • Articles / case studies

4. What are you going to say?

Concept of content strategy

What does your audience want to know? How can you provide them with value? What makes you unique? What problem are you solving? So many questions – and all will lead you to what to write or record. Create a pillars and clusters document (read more about that here). This one will probably take the longest because it’s inward-focused.

  1. Who’s going to do it? Consider budgets and resources.
  2. How are you going to measure it? So that you can maintain the strategy.
  3. Identify the best practices for your brand, including unpublishing content.

Content can make or break the user experience, and a good content strategy connects people with the information they need – attract leads, educate your prospects, and generate brand awareness.

If you need help with your content strategy, MasterJack can answer all the questions above for your business.

You can read more about our content strategy service here, or get in touch here.