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The Philanthropic Publicist
Creating an Effective Content Strategy
By Phillip Thune, Textbroker
Every small business wants to increase their revenue. To do so, companies are using content to reach customers, share their brand message and generate buzz. But to be effective, they need a strategy.
Content strategy is not a single solution or deliverable. It’s a process and a mindset. If you approach your content marketing initiative knowing that it will constantly evolve, and that you’re guiding its evolution, then you’re practicing content strategy. A good content strategy is based on research, goal setting, and well-planned delivery. Follow these simple steps to make your content work for you.
Step 1- Define your goals
To create effective content, you must know what your goals are and provide value to the reader. People are less interested in what you do and what you offer as they are in what they, themselves are trying to accomplish. To create good content that presents a cohesive brand image you must know your audience and speak to what is important to them.
Step 2: Define your tactics
What are you going to do to get your message out to your potential customers? Use these tactics to get started.
- Create an effective content mix – What kind of content will reach your customers where they are? Do they spend their day on Facebook or reading academic papers? Make sure that your content is what they want to read.
- Design a publishing schedule – Depending on the medium, you will want to determine how often you publish content. You can publish often on Twitter because it is content in 140 characters or less. But for academic papers, the content is highly valuable and complex, so you would publish less often.
- Define your target audience – Who are your customers and where do they get their content? Make sure you know whom you want to reach.
- Create quality content – Quality content is relevant and interesting to the reader. It is not a sales pitch or descriptions of all the features and functions of your product.
- Define channels – Where are you going to distribute your content? Make sure you know where your customers search for answers and publish relevant information there.
Step 3: Build an Integrated Content Strategy
To build an effective content strategy, it is essential to look at content as a whole picture. Content is the basis of all customer facing communications and includes everything from your website to press releases. When you seek to build out a content strategy, it is crucial to build a strategy that is consistent throughout all communications and that presents a cohesive image for the company.
Step 4: Distribute your content
Make sure that your content strategy includes your distribution channels. Are you going to publish the content on your website, your social media channels, or in your sales tools. You can develop great content and use it across multiple channels. Just make sure that the formatting and messaging are appropriate for the channel.
- Write once, publish often
– Distribute your content on your website, twitter, blogs, sales presentations, press releases, emails
Step 5: Amplify your content
When you have great content, you can be sure that you will find people that want to share it. Send links to your content to press contacts, social media influencers, industry analysts, and experts. They are always searching for content to share and curate for their audience. When they share with their followers, your content message is amplified and can reach more of your potential customers.
Step 6: Scale your content
Companies want to scale their content efforts because they want to increase sales. When companies produce high quality content that is findable on the Internet, they produce more sales leads. Blogs, white papers, press releases, and eBooks help lead customers back to your website and teach them about your products and services.
To scale, companies often outsource their content development. Use in-house subject matter exerts, freelance writers or content writing companies and guest authors to produce high-quality content that you can share on all of your distribution channels.
Textbroker is the leading internet platform for on-demand, unique written content, delivering tens of thousands of items per month to its client base. Textbroker.com offers custom U.S. English content creation from 100,000 U.S.-based freelance authors. Textbroker’s other websites offer custom content from professional, native-speaking authors in German (textbroker.de), French (textbroker.fr), UK English (textbroker.co.uk), Spanish (textbroker.es), Dutch (textbroker.nl), Italian (textbroker.it), Portuguese (textbroker.pl), Brazilian Portuguese (textbroker.com.br) and Polish (textbroker.pt). Textbroker is backed, in part, by Viewpoint Capital Partners, a €200 million private equity firm. More information is available at www.textbroker.com.
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