Every organization is
different, we all operate in different environments and we all have different
goals. So everyone's ideal content strategy will be unique. But in order for us
to understand what content strategies work and which don't we can look at some
of the core components of content strategies that successful organizations
share.
First, is clearly
defining your goals and objectives. Knowing what keywords you researched and
chosen to target, what your audiences are looking for and ultimately what you
want them to do when they get to your site, is the foundation of everything
that you'll do. These goals will help you with reporting and measurement and
put a realistic perspective on the results you achieve. You can define lots of
goals from things like more e-commerce sales to more leads and phone calls, to
more followers on social networks. Goals can be anything but they should tie
back to your bottom line through business objectives.
Second, spend the
time to really understand your key audiences and their needs. Perhaps the
cornerstone of a good content strategy is to research your audience and then
understand them well enough to be able to market to them effectively. Knowing
your customers role in an organization their location, their demographics,
their interests and their behaviors will help you step into their shoes and
bring insights into the planning process.
Third, is ensuring
everyone in your organization is involved. This isn't something that you're
going to be able to tackle alone and you'll need buy-in from your CEO all the
way down your interns. If you're smaller organization you might even consider
outsourcing some of the work. Once you found the people involved group is one
it's passionate and excited to spread knowledge. Getting the people in your
organization on board is not an easy thing, but having a plan with a good
thorough reasoning and clear expectations around your goals can help persuade
them to jump on board.
Forth, you need to
ensure that everyone in the organization maintains a healthy respect for online
reputation management. Whenever you put anything out there on the web is there
forever and is there standing by your brand. You can't un-tweet something and
if you publish something in error odds are good that some server somewhere has
already captured and stored whatever it was that you didn't want to up-there. Many
businesses today have well-crafted and well-thought-out policies for writing
and publishing content on behalf of the company but many still don't. If you
fall into the latter bucket you want to invest some time to define just what
people can and can't post and what editorial procedures need to be followed. Always
remember that anyone on the web can read and find your content when it goes
live. Ultimately your reputation will dictate whether customers want to do
business with you or not.
The Last thing
successful organizations do with the content strategies is spend time
monitoring trends. The only thing that's certain about the Internet is at the
online marketing landscape is constantly changing, new competitors are popping
up by the minute, old competitors are doing new things, your business
environment is changing faster than ever before and your target audience is
changing along with it. What this means
is that what works for you today won't necessarily work for you tomorrow and
you have to embrace the fact that this is a moving target that requires your
full attention if you want to stay ahead.
Monitoring trends
involves not only keeping a pulse on your industry but also things like
renewing keyword research and reviewing your content structure and strategy on
a regular basis, maintaining industry relationships having continuous contact
with influencers and industry leaders to get the inside scoop and finding new
and creative ways to relay those messages to your followers. Well successful
organizations tend to exemplify these traits this isn't by any means a complete
list take a look at your own organization and your own objectives and then
define your own success
It Is Important To Know the Audience You Are Targeting Check Out My Post On Defining Your Target Audience
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