Content research and planning

Having a solid, smart content marketing plan in place is key to getting ahead in business. If you’re having trouble planning for the upcoming year or need some fresh ideas to include in your plan, we’re here to help.

What is a content strategy?

A content strategy is the part of your marketing plan that refers to the management of pretty much any content that you create and own, be it written, visual, downloadable – the list goes on.

When developing a content strategy, it’s important to consider:

      • Who you’re creating it for
      • The problem it’s going to solve for that audience
      • How it will be unique
      • The channels it’ll be published on
      • How you’ll schedule and manage creation and publication

Why you need a content marketing strategy

Content marketing helps businesses prepare and plan for reliable and cost-effective sources of traffic and new leads.

A reliable source of traffic and leads generated from evergreen content will give you the flexibility to experiment with other marketing tactics to generate revenue, such as sponsored content, social media advertising, and distributed content.

Creating a content marketing strategy

1.     Define your goal

What’s your aim for developing a content marketing plan? Why do you want to produce content and create a content marketing plan? Knowing your goals before you begin planning helps us to determine what’s best for your strategy.

2.     Carry out persona research.

To develop a successful plan, you need to clearly define your content’s target audience, also known as your buyer persona. By knowing your target audience, you can produce more relevant and valuable content that’ll leads to conversions.

3.      Run a content audit

Most businesses start out with blog posts, but if you want to try producing other types of content, consider which ones you want to make.

If you’ve been in business for a while, we can review your content marketing and the results from it in the last year to figure out what you can do differently in the future.

4.      Choose a content management system (CMS)

Having a system in place where you can manage your content enables you to update it as and when. A few vital parts of content management include content creation, content publication, and content analytics, and we’ll work with you to determine which CMS is best for your business.

5.      Determine which types of content you want to create.

There are plenty of ways of presenting content out there. Some of the most popular methods include:

·       Blog posts – Blog posts should be published regularly in order to attract new visitors via search. Posts should provide valuable content for your audience that makes them inclined to share your content on social media and across other websites.

·       EBooks – lead generation tools that potential customers can download after submitting a lead form with their contact information. They’re typically longer, more in-depth, and published less frequently than blog posts, which are written to attract visitors to a website.

·       Infographics – Infographics offer a way to visualise data in a more compelling way than words alone. These are great content formats to use if you’re trying to share a lot of data in a way that is clear and easy to understand.

·       Videos – a highly-engaging content medium that’s shareable across social media platforms and websites. Videos require a bigger investment of time and resources than written content, but as visual marketing increases in popularity, it’s certainly a medium worth experimenting with.