Content Strategy

Content Strategy

Content Strategy is a big topic. To make explaining it easy we’ve started by answering some basic questions – and followed this with a breakdown of the three steps we think you need to go through to build a great Content Strategy for your business.
If you’re keen to know more after reading that, then follow the links for lots more detail on each of the Content Strategy stages – or of course you can talk to one of our people directly.
So – about those questions:

What is content strategy?

We’re a content marketing agency so when we talk about content strategy we mean strategies for the content for websites, blogs, social media and email – and how that can help you achieve your marketing goals. That’s what we’ll focus on here.

So what is content marketing strategy then?

A content marketing strategy sets out your top-level goals; it lays down the rules for creating and using content that you intend to follow, and establishes the tools and resources you’ll work with. These rules can flow out into a variety of other useful documents, but setting them down in one document is essential for effective content marketing.

Why do I need a defined content strategy?

Without a defined content strategy there’s a risk that the content you create will be irregular, inconsistent and unlikely to deliver a return on your investment. It’s like going fishing without checking your equipment, selecting the right bait, or deciding where to steer the boat. Documenting your content strategy ensures that every piece of content you produce – and every tactic you employ to promote it – supports your conversion goals.

Who should contribute to my content strategy?

Your content strategy will have a significant influence over what people think of your business. It will determine the topics and themes you’re associated with and it will decide how, when and where you connect with customers, prospects, employees and other stakeholders. That means you’ll want input from a broad range of people and departments within your business, including the c-level and other decisionmakers.

How do I create a content strategy?

How exactly you create a content strategy will depend on your circumstances – and there’s certainly more than one way to do it well. In our experience it’s a job best split into three stages: content planning, content delivery and content analytics. So let’s take a look at them now.

THE THREE STAGES OF CONTENT STRATEGY

CONTENT PLANNING
STAGE ONE:

CONTENT PLANNING

STAGE ONE:

CONTENT PLANNING

Content Planning

The planning stage of your content strategy covers the setup work required before you start creating. Get the planning wrong and you’ll likely waste a lot of time and effort down the track. Avoid that trap by using these steps – they’ll help you build a plan that will set you up for content marketing awesomeness.

CONTENT DELIVERY
STAGE TWO:

CONTENT DELIVERY

STAGE TWO:

CONTENT DELIVERY

Content Delivery

Once your planning is done you can move on to the exciting bit. Content delivery is where you start creating, publishing and promoting material. But even with a great plan this can still go wrong – use these steps to keep on the right track:

CONTENT ANALYTICS
STAGE THREE:

CONTENT ANALYTICS

STAGE THREE:

CONTENT ANALYTICS

Content Analytics

Now to complete the loop: by looking at what works – and what doesn’t – you can refine your strategy to get even better results for the next round. An effective content analytics programme will unpack your site’s user experience (UX), and investigate your Google Analytics results (or results from your preferred web analytics platform), and conversion rate optimisation.

THE THREE STAGES OF CONTENT STRATEGY

CONTENT PLANNING
STAGE ONE:

CONTENT PLANNING

STAGE ONE:

CONTENT PLANNING

The planning stage of your content strategy covers the setup work required before you start creating. Get the planning wrong and you’ll likely waste a lot of time and effort down the track. Avoid that trap by using these steps – they’ll help you build a plan that will set you up for content marketing awesomeness.

CONTENT DELIVERY
STAGE TWO:

CONTENT DELIVERY

STAGE TWO:

CONTENT DELIVERY

Once your planning is done you can move on to the exciting bit. Content delivery is where you start creating, publishing and promoting material. But even with a great plan this can still go wrong – use these steps to keep on the right track:

CONTENT ANALYTICS
STAGE THREE:

CONTENT ANALYTICS

STAGE THREE:

CONTENT ANALYTICS

Now to complete the loop: by looking at what works – and what doesn’t – you can refine your strategy to get even better results for the next round. An effective content analytics programme will unpack your site’s user experience (UX), and investigate your Google Analytics results (or results from your preferred web analytics platform), and conversion rate optimisation.