Hold the phone people! Before you start posting any blogs, social media posts, sending out newsletters, or anything else, ask yourself this… Are you posting with intention? Do you have a strategy for these posts? And do they all fit together? Yes, ladies and gentlemen, this is content marketing and you need to have a strategy behind it!
If you saw Anna’s guest post for The Gem, you know how important it is to post with intention. There are so many factors to consider before creating any content and it is essential to develop a plan on how all your content fits into achieving your ultimate goal.
With that in mind, first ask yourself what is the goal for my content? It can be anything from setting yourself up as an industry thought leader to building your email list to increasing sales. Whatever it is, you need to keep this top of mind when creating any content.
Second thing to keep top of mind is who is your audience? This is going to help determine the type of content you produce, where you share that content, and how you develop that content. If you notice, we write in a very conversational way… this is pretty much exactly how we talk and that works for our audience. We also know where y’all hang out so we can easily share this content with you. And all of this is because we’ve been able to develop a strategy. If you don’t have a purpose for your content or you’re not posting with intention then you’ll likely alienate and/or confuse your audience… and nobody wants that!
So other than helping keep your audience’s attention, what are the benefits of a content marketing strategy? Trust us, there’s a LOT so we’re laying it alllll out for you in case you needed a little more convincing!
Strong Brand Identity As An Industry Leader
What do you want to be known for? Instead of just posting and sharing your content as you think of it, you can develop a strong content strategy so you can strategically post to establish yourself as an expert and industry leader. You want to make sure you are providing something of value to your audience though. This is where your strategy really kicks in. What does your audience want to learn or know about? How can you address this? By providing them with the information they are looking for, you essentially instill trust with your audience which is critical in establishing yourself as an expert.
Once your audience digests the valuable information you are providing them, they will start coming back for more and more information on the topic you are giving insight into. At this point, you have become an expert in their eyes and have a much higher chance of them purchasing from you in the future.
Build an Audience
Having a plan and strategically sharing your content allows your audience to know what to expect from you. As mentioned above, this helps set you up as an expert on that related topic(s) and will keep your audience coming back for more of your content. If they truly love your content, they will follow you on all your social media accounts, subscribe to your blog and email list, and do what they can to keep getting more from you.
Because of this, you want to make sure you have the information for your social media accounts and your newsletter sign up clearly displayed so your audience can easily connect with you there as well! We like to include a newsletter sign up at the end of each of our blog posts to make it as easy as possible.
This benefit may seem small but developing a more personal connection with your audience can have huge benefits! Allowing your audience to get to know you and your brand on a more personal level helps instill more trust and gives them a sense of who you are. You know those blogs or social media accounts where you instantly feel like that person/brand’s best friend.. Or like you want to be their best friend? Yeah, that’s because they have a bomb digs content marketing strategy that helps you get to know them and connect with them.
One easy way to do this is to incorporate stories into your content. The more personal the better. Many people respond positively to others that open up and are REAL. Share some real talk. Share some personal stories. Connect with your audience on a new level. (This may take some time so develop these stories as you go with your strategy.. it will be more and more natural as you do it!)
Feed Your Social Media Strategy
When you have great content to share with your audience, you have social media posts for days and days! Especially when you’re creating evergreen content (content that stays relevant and fresh forever).
This is especially true for your blog posts. Like I had mentioned before, when you’re sharing your valuable content, you establish yourself as an industry leader but that doesn’t always mean you need fresh content all the time. We do suggest posting a least one new blog post each week along with any other content you are putting out.
So that one blog post will account for one post that week.. But what about the other days? That’s where your evergreen content comes in. You can "recycle" these posts which helps to continuously establish you as an industry leader and helps build your community with little effort on your part. Just make sure you present this content in a fresh new way each time you repurpose it.
Search engines continuously crawl your website which means the more you update it with new content, the more you are constantly improving your SEO. This is especially true since search engines are getting smarter and smarter in how they are delivering the right information to their users so you want to make sure you're providing them with fresh content with relevant keywords to crawl.
Search engines, especially Google, also weigh factors like social sharing and link buzz. This means the more engaging and shareable your content is the better your search engine ranking will be. So while you want to make sure you’re using relevant keywords and terms in your posts, you also want to be very aware of the quality of your content to encourage backlinks and social sharing. So you can see why having a strategy to make sure your content is excellent is essential for your SEO!
Tips for planning your content:
Content calendar: Using a content calendar for both your blog, social media posts, and any other content you are creating can be extremely helpful in staying organized and planning out relevant quality content. You can do this on a weekly, monthly or quarterly basis depending on what works best for you.
Creating clickable titles: Make sure you take time to come up with titles that make your audience want to learn more by clicking for more information. Lists, numbered lists, and verbs like "how" and "why" are great attention grabbers!
So instead of just posting to posting, take time really plan out anything you share to determine if it fit your overall goals. Make sure you are posting with intention and watch your brand grow!