By Jennifer Fry Devault, Creative Director
Crafting and delivering effective content is one of the best ways to build trust with your target audiences, stay ahead of industry trends, and help your brand stay competitive. But what exactly is a content strategy? It keeps you from spending unnecessary dollars on irrelevant content in all the wrong places. It’s your prescription for success. Following are 3 tips for content strategy that doesn’t suck.
Create a content strategy that fits your goals and follow it
Before you can start creating content, there are a couple things to consider. First, define your goals. What do you want to achieve with your marketing efforts? This should be specific and measurable. For instance: “We want sales to increase the number of leads by 20% over last quarter,” or, “We need to get 10,000 followers on LinkedIn in 6 months.”
Understand your marketing channels
Get to know the marketing channels and how to choose the right ones for your needs. You need to have a solid plan for how you will get your message out to the right audience. Here are a few things to consider when developing an effective strategy:
- Before selecting your channels, determine what you hope to achieve with each one. For example, some channels may be better at building brand awareness while others may be better suited to driving sales.
- Consider where your audience “hangs out” and make sure to include those places in your plan. This could include social media platforms, websites, or other digital marketing options.
- Every customer’s journey is unique, and you must be able to identify where they are in the journey to effectively reach them. Are they just getting to know your product or are they ready to buy?
- Allocate resources and funds to maximize the potential of each channel you select. Be sure to set realistic goals and a budget that makes sense.
- Measure the success of each channel so you can accurately determine your return on investment (ROI).
Be consistent across all channels
Consistency is important for brand recognition, SEO, and user experience. But it’s also a key component of conversion. If your site looks different on every device or platform, you’re going to have a hard time getting people to convert. You should be able to recognize your business by the look and feel of its website across all devices—and if you can’t do that, how will your customers?
With so much media clutter these days, it’s more important than ever for businesses to know where and when to communicate with their customers. You also need to know how to nurture them once they have converted. For ONE team to help you create content that’ll shake things up for your brand and help your customers feel cared for, drop us a line.
Fry is Creative Director of Copy at SFC Group. Having been in the business for more than 20 years, first as a medical editor then copywriter and creative director, nothing shocks or shakes her. And nothing pleases her more than to have a hand in producing cool creative.