Every so often, there’s a marketer who mistakenly believes that design is the be-all and end-all for drawing customers’ attention to a company and leading them through a conversion funnel. However, it is not design alone that will accomplish turning prospects into customers. Design must be accompanied by useful content in order to deliver a user experience that has people returning for more, whether it be information, products, or services. If a website is architecturally pleasing but contains poor content, it will not reach desirable results. Aesthetics are important, but visual factors must be met along with relevant content!
Content is gaining greater importance as shopping and research progress further online, with every consumer having thousands of choices at their fingertips. Content attracts prospects organically, not by utilizing the basic techniques of push ads. Content must demonstrate your expertise and knowledge in the topic fields the target audience is concerned about. It needs to add value to build trust. It is the interview for a business – it may be ‘dressed’ in a fancy ‘suit’ (design), but it’s the personality (content) and experience that will persuade someone to do business with you.
Why Content Strategy Matters
Content Strategy is pertinent to every department of a company. For example, a customer service strategy can include creating self-serve content (ie. FAQ) to support customers to reduce support tickets and allow the customer service teams to concentrate on more substantial affairs. Another possibility is to create content for the sales team that answers questions or criticisms they often encounter on the job, thus smoothing out and making uniform their operations when talking with potential customers. Continuously optimizing your content strategy benefits the company as a whole because employees will have the proper materials to create a better user experience for prospects and customers. When you have established several pieces of content that show continuous promise, those will be your evergreen content, which will allow more time for brainstorming new content ideas to reach people in a new way.
Utilizing a strategy and optimizing it ensures that content aligns with the brand’s voice, goals, and audience(s). Keep in mind what goals you are driving users towards and create germane content accompanied with design, in order to grow your business and outreach to consumers.
What is Content Strategy?
Content, whether it be on a website, a blog, or on social media, should be relatable and appropriate for the medium and target audience, in addition to having an altogether cohesive flow. It is not solely words but the media being used, too! How do you guarantee all of these elements are factored in and aligned with one another when creating content? This, and so much more, is achieved by implementing a content strategy.
Content Strategy is the art of planning how content will be created and then the process of creating that content. It is the management of content creation that grows a business and the opportunity to persuade prospects to choose one firm over another. Developing a strategic content plan achieves business goals and objectives by using content as a means to accomplish said goals.
Content creates new avenues for people to enter a conversion funnel. If the content doesn’t agree with the business objectives, it’s simply content, not strategy, and then you encounter the risk of a higher bounce rate, losing prospects and diminishing their trust in your business. We at Logical personalize every project and content with our clients’ needs and goals so that each business has a better chance at success.
Building a Strategy
Consider the questions below as the starting point of determining the goals your content strategy needs to fulfill.
- Who is the target audience that you want to attract? (Buyer Persona)
- What type of content will you be posting? Informative, practical, entertaining – maybe a mix. Will it be a picture, a graph, an ebook, a podcast, or a blog article?
- Where will this content be shared? Which medium(s)?
- When will it be shared? Are there niche holidays your target audience might be interested in? (eg. You own a bakery and it is National Cupcake Day!)
- Why is this content important to a consumer? Why should they select your business over the competition? What makes your brand unique?
- How will you manage all of your content? [eg. Content Management System (CMS)]
After answering the questions above, you should be able to define your larger content strategy goals, then begin to form and execute a game plan.
Additionally, defining your buyer persona is another important aspect of laying out and creating a strategy. You can’t expect to be effective or useful to an audience you know little or nothing about. Understand that the right content in the wrong place at the wrong time, or to the incorrect people with an improper purpose, will not give the quality results desired of a content strategy.
Moreover, in the last several years, emphasis has been put on search engine optimization (SEO) by web developers and content creators. Artificial intelligence and search engines continue to improve their abilities to search for relevant information; therefore it is not about inserting keywords anymore into code or content. It is about the context of the content.
People will search. That’s a fact. The more relevant concepts content discusses, the higher chance there is of it appearing in search results. Create conversations around questions someone might have of the industry. If content is unrelated, you jeopardize the user of not having the desired experience because the content is irrelevant to your business and the trustworthiness of the source is then called into question. It’s a balancing act between creating enough relevant content while still being appropriate to the industry. Otherwise, it is noise on a webpage and confusing to navigate for users.
To avoid falling behind, a proper strategy has a lifecycle that takes discipline. In brief, a strategy begins by defining goals and planning. This can be executed it with small group trials and then publish the content once it’s aligned with the goal(s). Afterwards, audit said content by checking the results and adding the necessary changes back into the strategy. Rinse and repeat.
The process of strategizing content can take months to fully execute and understand before fruition, which many business owners do not have time to oversee. This is when our agency can assist aligning your goals with content.
Contact us to develop your Content Strategy today!
Want to learn more about Content Strategy? Check out these references!