Content strategy sets benchmarks against which to measure the success of your content. Content strategy guides the creation, delivery, and governance of useful, usable content. One of the most important parts of your digital content marketing strategy is knowing who you want to be talking to. Thinking strategically and looking at the big picture about how and where your buyers will consume content is the key to success. If you’re in that group and have been wondering how to create a content strategy for your business, we’re here to help. Identify Your Customers. This plan should also include key performance indicators (KPIs) to help you measure if your content is helping your business achieve its goals. Of course, there are a lot of people out there writing, designing, creating content. An ROI analysis reveals that while the initial investment is substantial, the cost-per-user for support will be much less over three to five years. Below are the steps for how to find the amount of revenue your content has generated: Log into Google Analytics. Without the audience, what business problem could you possibly be solving? If you have not set your goals, you will struggle to create a strategy template. Site speed audits have always been great at ... read more, Structured data in SEO – often used synonymo... read more, Today we’ll be walking through real examples... read more. The term has been particularly common in web development since the late 1990s. Content strategy, on the other hand, is the foundation on which successful content marketing is built. It happens before the content is created and continues on when the content is live. They want to learn something of value. The volume of data that exists in the world and that’s available to businesses is increasing rapidly — 90% of the data in the world became available in just the last two years. Content strategy is the discipline responsible for satisfying business requirements through content creation and distribution. Kristina Halvorson and Melissa Rach describe a model for covering the essential elements of a content strategy in their book Content Strategy for the Web. When Dropbox first launched, just like PB&J, the concept was fairly uncommon. According to a 2017 joint study by the Content Marketing Institute and Intelligent Content Conference, 44% of companies have not documented their content strategy. Ideally, an organization begins its content marketing journey with a strategy. So many things go into content strategy. But with a complete strategy laid out, you can create a detailed plan to execute on. One week they write blog posts. Approaches include brainstorming and design thinking. What Is a Content Strategy? A content marketing strategy is a roadmap that not only tells you what content pieces you’re going to create, but how you’re going to create them, promote them—and ultimately use your content to attract, retain and convert more readers and viewers into customers for your business. Thanks to the development of smartphones and the resultant explosion of social media, people are constantly consuming content, but are less likely to consume or discover the same high-quality content marketing strategy on websites. This is when the magic happens. Successful Content Strategies That Included Video Marketing Dropbox Content Strategy. Your content strategy is worthless without a way to measure your success, test, tweak, and readjust your approach. A content strategy which focuses on ‘customer acquisition’ is obviously not similar to another which has ‘link building’ as its goal. This post was originally posted in 2015 and was last updated in August 2019. Deviations from an established norm might be more acceptable in technical writing, by way of contrast. Without a strategy, many people jump from one tactic to another. Content Strategy Step #7: Continually Improve and Optimize Your Content and Strategy. Of course, content alone doesn’t drive traffic, so a strong promotional strategy is also important here. For a complete write-up on content strategy as it pertains to marketing, see our comprehensive Content Marketing Guide. For example, your content marketing strategy will likely include some very important details about your customers, what you hope to accomplish with content marketing and how you plan on getting there. By tracking the performance of your content, you can extract valuable takeaways that you can use to improve your content strategy in the future. Once content exists, it has to somehow get in front of the user. Its development is necessarily preceded by a detailed audit and analysis of existing content—a critically important process that’s often glossed over or even skipped by project teams. A data strategy gives employees guidance on how to do these things and helps ensure people across the organization do so in a consistent manner. Content strategy is going to be different for every company. These steps will take you, intentionally, from a business objective to publishing content: While the same activities and processes are common to many different content strategy environments, there is room for flexibility in delivering content strategy. Let’s take a look at four examples of content strategy in different industries. A Digital Content Strategy Is Your Map to More Customers, More ROI, and More Revenue. Hiring a team would allow you to triage the increasing number of issues. When you put that foundation in place, it gives you a map and guidebook to ROI. It shares common ground with user experience (UX), interface design, web development, SEO, content marketing, public relations and traditional “offline” marketing. A content strategy framework is essential to prepare for these inevitable epiphanies. Your job is to manage these requests. A great content distribution strategy will: Get targeted traffic to your content. You wouldn’t need to hire as many customer service employees, and the team you do have would get to address only the most significant problems that users report. Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website. A content strategy is a critical step at the beginning of any new project that involves content. Content strategy is the discipline responsible for satisfying business requirements through content creation and distribution. Depending on who you are or what you need to do, content strategy can prioritize a few different things : Content strategy defines how you’re going to use content to meet your business (or project) goals and satisfy your users’ needs. Content strategy is also—surprise—a key deliverable for which the content strategist is responsible. Ideation is the process whereby you generate creative solutions to whatever problem you want to solve. Brain Traffic is a content strategy agency. It points you in the right direction and tells you how to get there. Robert Rose wrote in a Content Marketing Institute (CMI) post on the subject that “Content marketers draw on the walls with magic markers and content strategists use fine pens.” Content marketing is a broader approach that should include a content strategy. The content strategist identifies those business interests that will be satisfied through content and designs a plan for creating and distributing such content. A boost in ranking or traffic for one can mean a boost for all. To understand the importance of why your organization needs content strategy, you need to first understand what content strategy actually is. Headquartered in Minneapolis, Minnesota, Brain Traffic serves clients worldwide. It outlines the qualities of good content. A successful content marketing strategy will be thoroughly integrated with your other digital marketing initiatives to create a cohesive experience for your customers across platforms. The content marketing journey begins with setting your strategy. Attend Confab or join the community! Content strategy focuses on the planning, development, and delivery of your content. These patterns are the essence of content strategy. Don’t become a statistic—record your content strategy now. Now, here is how to do it. Download our 16-page guide to learn what questions to ask and how to develop your strategy. Depending on who you are or what you need to do, content strategy can prioritize a few different things: Content strategy works by connecting the content you are trying to create and manage to the people who are doing the creating. formId: "057e9c14-60df-478f-a6e0-444d38d8e111" Why do you want to produce content and... 2. We focus heavily on storytelling and implementing core brand pillars throughout the website, marketing, and the entire customer experience. 2. “As a content strategist, I use data, research and my understanding of psychology to shape my client’s narrative and create content experiences tailored to … There is a better way, though, than struggling your way through. That might be through social channels, email outreach, organic search, or any number of other channels. You might interview or survey as well. To be effective at content marketing, it is essential to have a documented content marketing strategy. You should always incorporate ways to keep track of your content’s performance as that is how you can measure the success or failure of your initiatives. Unless you enjoy your boss breathing down your neck asking why he’s paying your salary to generate 10 views a month with a 99% bounce rate. A content strategy defines how and why content will achieve business and marketing goals. This blog will walk you through some things to consider when building your content strategy. Content strategy guides the creation, delivery, and governance of useful, usable content. And as your user-base grows, so would your support costs. Ensuring that the content that’s being created is helping to drive your ultimate business goals; Skills and Experience. You can utilize the Content Strategy … M.M.LaFleur is an upscale clothing retailer for women professionals. So they decided to drop a video on their landing page to explain what their service is and how it works. Want to learn more about content strategy? While much of content strategy may seem highly technical, the field has also evolved—to some extent—from the world of marketing. A content strategy (also known as “content marketing strategy”) is an organization’s high-level approach for creating and marketing content. Therefore, if your content strategy is revenue-based, you will need to find ways to measure the amount of revenue your content marketing has generated. You need to know whether your content strategy is solving the business problems you’re hoping to solve. Content strategy deals with the planning aspects of managing content throughout its lifecycle, and includes aligning content to business goals, analysis, and modeling, and influences the development, production, presentation, evaluation, measurement, and sunsetting of content, including governance. Without that solid foundation, your blog posts, articles, ebooks, web pages, guest blogs, and more will go to waste. Content strategy guides the creation, delivery, and governance of useful, usable content. You can put lots of interesting things here, including experiments you hope to learn from and awesome blogs your content might be featured on. Unless you want to waste the next six months creating content that nobody sees. A content marketing strategy is a plan for building an audience by publishing, maintaining, and spreading frequent and consistent content that educates, entertains, or inspires to turn strangers into fans and fans into customers. Every week you gain customers, and some of those customers need support. Understanding how to plan for and execute in relevant channels is a core competency in the field. Content Distribution Strategy: The Strategy That Got 87,591 Visits To One Blog Post. It might be a summarizing statement or OKR-style outcomes. Of course, there are a lot of people out there writing, designing, creating content. “Content strategy and planning is essential to the conversion funnel for these new companies to quickly educate their customers about their brand in less than 20 seconds. Sum up your content strategy by painting an awesome picture of what it will be like if you execute on it. Then, your users could solve many common issues without intervention. Let’s take a look at four examples of content strategy in different industries. 1) Retailer. Content marketing is nothing without a strategy. It would also mean managing extra headcount. The Blueprint covers how to create a social media content strategy. Every other facet of content strategy starts here. To do that you need a content distribution flywheel (not a funnel). The strategy also defines what channels you will use to distribute your content so that it becomes visible to your target audience. it is a lot to keep up with. And ultimately, you planned to create that content. A content management strategy is critical to organizational survival, as it underpins effective information management, which is vital to surviving and thriving in the digital age we’re living in now. (That’s not to say that your strategy should be set in stone. But always remember that it’s the lack of a strategy which makes most of the content marketing campaigns fall flat. Content strategy refers to the planning, development, and management of content—written or in other media. Remember, a digital content marketing strategy isn’t just about putting a couple of posts on Facebook per month and hoping for the best. Conduct persona research.. To develop a successful plan, you need to clearly define your … For content to satisfy both business needs and the target audience, it may be necessary to define a consistency of tone across pieces of content. Imagine you’re the first hire to the customer service team in a VC-backed startup. Think of it as a map. Publishers have always been creative and adaptive in their content marketing strategy efforts to reach their target audience directly. Content Strategy is the development, planning, creation, delivery and management of content. It could also mean maintaining an inventory of content so that the organization understands its content assets. Content strategy is the ongoing process of translating business objectives and goals into a plan that uses content as a primary means of achieving those goals. Content strategy deals with the planning aspects of managing content throughout its lifecycle, and includes aligning content to business goals, analysis, and modeling, and influences the development, production, presentation, evaluation, measurement, and sunsetting of content, including governance. Ideally, you should have a simple spreadsheet that allows you to clearly measure your content’s performance. What Is a Content Strategy? 4 Content Strategy Examples. Think about it this way: Goals: What you want to achieve Strategy: Your plan to achieve this goal Tactics: How you are going to execute this plan. Content strategy means getting the right content, to the right people, in the right place, at the right time. }); Brainlabs © Copyright 2011-2021 All Rights Reserved | Brain Labs Digital LTD. Company number 07903451, How to create a site speed report on Data Studio based on Chrome User Experience, How to audit a site for structured data & search feature opportunities, The ultimate guide to identifying bad backlinks (with examples). The purpose of content strategy is to create meaningful, cohesive, engaging, and sustainable content that attracts the company’s target customers. A good content strategy considers not only what you will create, but the resources, audience and expectations you have for the content that you will share. Activities might include creating a content calendar, designing wireframes, and writing content briefs. This definition was adapted from Content Strategy for the Web by Kristina Halvorson and Melissa Rach. Content strategy focuses on the planning, creation, delivery, and governance of content. Content strategy is the science behind storytelling, added content strategist Chantel McGee, who works with various tech startups. Content strategy defines how you’re going to use content to meet your business (or project) goals and satisfy your users’ needs. Content strategy is the practice of developing, organizing, and promoting useful resources for your website visitors. Identify specific KPIs and how they map to each goal. Understanding the audience might involve persona research, for instance. How to Create a Content Marketing Strategy 1. Nach aktuellen Studien – z.B. Consumers want details. Content strategy is the process that ends in publishing effective content. Turn that traffic into true fans who subscribe and buy from you. 1) Retailer. It shares common ground with user experience (UX), interface design, web development, SEO, content marketing, public relations and traditional “offline” marketing. Digital content strategy is a subset of that with a focus on how a company will leverage the variety of digital channels to deliver the content. Content tells the story and the emotions it generates in its audience. The specifics of the role will depend on the business interests and the proposed strategy. Click on Behavior>Site Content>All Pages. A content marketing strategy (not to be confused with a content strategy) analyzes the different ways content marketing can be used across the buyer’s journey, the customer life cycle and/or the different customer experience touchpoints but it goes beyond that. Not a chance.Content ne… 4 Content Strategy Examples. Depending on the business goals you’re supporting, you may or may not need each of these pieces. Eine durchdachte Strategie löst diese Probleme. It looks at all of the content your customers ever encounter. Define your goal.. What's your aim for developing a content marketing plan? After adding that video to their landing page, Dropbox immediately experienced a 10 percent increase in conversions. portalId: "5498639", Content Strategy can be very difficult to build up, especially if you do not know where to go from where you have been. Doch oft fehlt es Unternehmen noch an dieser Einsicht. At some point, your content has to go from concept to reality. Content strategy implies that someone is stepping back and asking, “What should we create, and why?”. Inhalte werden nach aktuellem Bedarf erstellt, Erfolge nicht überprüft und am Ende Potenziale verschenkt. A director of content strategy or content marketing typically has at least 10 years of experience in marketing, communications, and/or publishing or other editorial roles. It’s easy to read any number of clickbait headlines proclaiming that content marketing grew a business by 10,000% in a week and start pumping out content.Okay, maybe that’s a slight exaggeration, but it still serves my point.Content without direction is merely another page that only Google crawlers will see.Before blogging was saturated to no end, producing some posts on anything would net you traffic.Now? Content strategy: Content strategy is part of most content marketing strategies. We keep a quick guide handy that aligns KPIs to each stage of the funnel. Just like a piece of content, your content strategy should be regularly reviewed to make sure it stays relevant. You must understand the difference between strategy and tactics when putting together a content strategy. The Volume of Data Is Increasing . Content Marketing: Mehr als nur irgendwas mit Texten. As such, knowing your success metrics is crucial. If you have not set your goals, you will struggle to create a strategy template. Having a content strategy is important because it helps you plan your site’s content marketing. What IS content strategy? Ideally, a content strategist would be able to help define or refine problems that would benefit from a content solution. In this scenario, you started by identifying a business need. No content strategy framework is complete without including performance tracking and measurement. By creating a strategic vision, a content strategist gives collaborators an easy way to focus their efforts. Content strategy concerns itself with the vision—the ins and outs of how and why your content will be created, managed, and eventually archived or updated. What content strategy is not is the implementation side. A rising tide lifts all boats, as the saying goes. Reaching your target audience requires an active approach that starts with a content strategy. Eine Content Strategie ist die Basis für erfolgreiches und nachhaltiges Content Marketing. It is important to remember that the content does not stop with only the text of your message. The core function of the job is developing a content strategy based on a company’s or client’s business objectives and a customer’s or end user’s needs. A content strategy won’t go far if it’s floating in the air. Eine Content-Strategie regelt den professionellen und strukturierten Umgang mit digitalen Medieninhalten.Dazu zählt im Prinzip jede Information, die im Internet zur Verfügung steht. A strategy for creating content includes topic selection, content formats, writing style, design and promotion. Branding. Creative professionals in this role oversee content requirements and create content strategy deliverables across a project life cycle. It uses content to reach its target clientele, help overcome the barriers to buying its clothing online, and build loyalty for repeat purchases. Learn the differences – and why you need both. M.M.LaFleur is an upscale clothing retailer for women professionals. That could mean managing a team or understanding the data that indicate success for your program. Content strategy refers to the planning, development, and management of content—written or in other media. You need a strategy that determines content needs and why that content is the best choice. Content strategy guides decisions about content throughout its lifecycle, from discovery to deletion. It uses content to reach its target clientele, help overcome the barriers to buying its clothing online, and build loyalty for repeat purchases. Some activities are frequent enough that they bear mentioning. Your content strategy is a living document and should be regularly reviewed and updated as the content and business changes. You must understand the difference between strategy and tactics when putting together a content strategy. This model breaks content strategy into five components: Erica Kissane’s (free to read) book Elements of Content Strategy describes another model. content strategy can prioritize a few different things. What is a content strategist? Content strategists must be able to understand business requirements. Think about it this way: Goals: What you want to achieve Strategy: Your plan to achieve this goal Tactics: How you are going to execute this plan. Content pillar strategies, in other words, are a way to achieve more efficient content optimization. The Content Marketing Institute defines content marketing as: “… a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” As previously stated, all content goals should have a KPI that can be used to measure whether the goal is met or not. Content strategy is a relatively new niche discipline in the digital space. The content strategy should be part of that, but content marketing is broader. Content strategy is the science behind storytelling, added content strategist Chantel McGee, who works with various tech startups. We’ve successfully used content marketing to grow our own traffic and boost conversions since OptinMonster first launched in 2013, and we want … hbspt.forms.create({ The next week they film some YouTube videos. Using the above four key points is imperative for success. Content strategy borrows and learns from IA in order to prioritize content, create navigable site maps, and ultimately help users find the information they need, in the places they expect to find it. That could be more traffic, a rush of email sign-ups, or more revenue from your products. Those resources may be in written, visual, or audio formats. Content marketing and content strategy complement each other perfectly, but they’re not the same thing. Content not only includes the words on the page but also the images and multimedia that are used. It’s important to note that “effective content” is relative to your own north star metric. Content strategy is a relatively new niche discipline in the digital space. Content needs a digital content strategy behind it to truly have an impact on your audience, bottom line, and web presence. Der Fokus richtet sich vor allem auf die Inhalte einer Website – angefangen bei der Navigationsbenennung über die Webtexte bis hin zu Bildern, Podcasts, Videos usw. What about creating a list of answers to frequently asked questions? We help companies create and implement strategy for content design, delivery, and governance. Asking the right questions to understand your needs before you start producing content will put you on the path to success. The term has been particularly common in web development since the late 1990s. The implication is that your content strategy should support the creation of content that meets these criteria. Exactly how you’ll accomplish that will vary from project to project. Then you evaluated content as a way to fulfill that need. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Without the business perspective, there is no content strategy. A content management strategy is a structured plan to create, publish, and govern your organization’s content and data. That is especially important in branding or marketing. The point of content is that other people will see it. Ours includes the following metrics: Instead of trying to optimize each page individually, you can focus on the content pillar and its associated topic clusters as a unit. You choose to start with the self-serve content model, look for tools to catalog the content, and find the topics that would benefit from written answers.