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  • Writer's pictureMartyn Clayton

What on earth is a content strategy and how do I get one?

"Throw enough mud and some of it will stick"

It was the strategy I was told when I first started freelancing as a journalist back when the world was young, nobody had heard of Elon Musk and Culture Wars were Blur versus Oasis and which Spice Girl was your favourite (Sporty..hands down). People didn't shout at each other on the internet because the internet was something we mostly imagined would always be for people with beards and bad skin who didn't get out much. I submitted typed proposals via Royal Mail and was expected to include a stamped addressed envelope for the editor's response.

In those simpler, happier days, I found it kind of worked. The more proposals I sent to editors the more work I tended to get. When it comes to content, it's the one that many businesses use. It has the advantage of being easy to understand. Produce enough content and some of it is bound to hit the mark.

While it's simple, it does have some limitations. It can be unfocused. You may produce lots of content, but it might not be particularly helpful. You could clutter up your website with lots of information, little of which is very worthwhile. You might find you start showing up on page 2 or 3 of the search results which isn't where you want to be. In fact, too much content can almost be as problematic as too little.

Also, producing endless content can be exhausting of both time and resources, two things that most businesses don't have a limitless supply of.

So what's to be done?

The answer is to develop a content strategy.

What is a content strategy?

A content strategy is a deliberate and structured approach to planning, creating, distributing, and managing content in order to achieve specific business goals. It goes beyond the "throw enough mud and some of it will stick" mentality by providing a strategic framework that ensures your content is targeted, purposeful, and effective.

A content strategy involves understanding your target audience, their needs, and their preferences. It encompasses defining clear objectives for your content, whether it's to increase brand awareness, drive website traffic, generate leads, or establish thought leadership. With a content strategy, you can align your content efforts with your business goals, making them more impactful and measurable.

How do you develop a content strategy?

Developing a content strategy will usually include a number of key steps. This list is by no means extensive, but it does give you an idea of what's involved in a content strategy.

  • Define Your Target Audience

Conduct research to understand who your ideal customers are, their demographics, interests, pain points, and online behaviours. This knowledge will help you create content that resonates with them.

  • Set Clear Objectives

Determine what you want to achieve with your content strategy. Do you want to build brand authority, drive conversions, nurture customer relationships, or all of the above? Setting specific and measurable goals will guide your content creation and distribution.

  • Plan Your Content

Create a content plan that outlines the types of content you will produce, the topics you will cover, and the channels you will use to distribute it. Your content plan should align with your objectives and cater to your target audience's preferences.

  • Create a Content Calendar

Develop a schedule for producing and publishing your content. A content calendar helps you stay organised, ensures a consistent flow of content, and allows for strategic planning around important dates, events, or industry trends.

  • Optimise for Search Engines

Incorporate search engine optimisation (SEO) techniques into your content strategy. Research relevant keywords and incorporate them naturally into your content to improve its visibility in search engine results.

  • Measure and Analyse

Monitor the performance of your content using analytics tools. Track metrics such as website traffic, engagement rates, conversions, and social media interactions. Analyse the data to gain insights into what content is working and what needs improvement.

Getting Started

Finding time to create a content strategy can be challenging. If you're looking for expert help with your content strategy I can help. I'll work closely with you to understand your business, brand, and target audience, ensuring that every piece of content aligns with your overall strategy and objectives. I can help you develop meaningful content that delivers results whatever your budget.

To get things started why not drop me an email or call/WhatsApp 07714741395


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