The importance of a documented (and evolving) content strategy
If your organisation is doing content marketing, you’re in good company. According to the Content Marketing Institute, 82 per cent of all Australian businesses were using content marketing in 2016. Only 44 per cent of them, however, report having a documented strategy in place.
Among the rest, 31 per cent report having an undocumented strategy and 22 per cent said they planned to have one within twelve months. The remainder had no plans to make one, but maybe they’ll understand the importance of having a thought-out, constantly evolving strategy after reading on …
— Content Marketing (@CMIContent) November 17, 2016
What should your strategy record?
The content you post can’t possibly achieve your goals if these goals aren’t defined. It’s important to set out what you want to achieve, and include how you plan to get there. Information that you might want to record can include:
- The USPs you want to emphasise
- Buyer personas
- The deliverables you’re after
- Capabilities of your organisation – as well as the team producing your content
- Goals and expectations around achieving them
- The metrics you’ll use to evaluate success
For some organisations, your content might be multi tiered – perhaps you’re posting on your blog and various social media channels, all while rewriting your landing pages. All of this needs to be clear in your strategy.
When should you re-evaluate your content marketing strategy?
It’s important that your strategy evolves as your content marketing progresses. Here are some of the best times to re-evaluate and refine your approach
- When your website traffic isn’t great – If you’ve been posting regularly, but your traffic either isn’t improving or Google Analytics shows high bounce rates and low page views, it’s time to rethink what you’re doing. Maybe your blogs are hitting home, but the linked landing pages are weak – or it’s difficult for users to take the conversion action you’re directing them to. Looking at your traffic and then using that to revise your strategy is critical to successful content marketing.
- Some of your content is outperforming – Are certain blog posts more popular than others? What do they have in common? This can inform what you need to do more, ensuring your future efforts get maximum results. Some businesses make the mistake of only considering either the bad or the good when evaluating their strategy, whereas when viewed together, both are invaluable to your organisation.
- You aren’t achieving your goals – If you aren’t achieving the goals you’ve set, within the time frames you expected, it’s time to take a look and see what’s holding you back. Constantly looking at your metrics and asking yourself whether your goals are still appropriate will ensure that your strategy is reflective of – and beneficial to – your business.