Clear the Clutter: 4 Steps to Nailing Your Content Marketing Strategy
Yeah, yeah—you’ve got a whole lot to say to the world, and you’re well aware that you’ve got something people are going to want to know about. Talking big is one thing, but knowing how to talk eloquently and access the right audience is another. Developing a content marketing strategy that is able to effectively amplify your message and extend past your basic audience is a critical, yet painstakingly difficult, task. All too often, brands jump online and bombard platforms with irrelevant, non-targeted content that comes across as that annoying noise they can’t get rid of.
So, it’s time to clear the clutter and start you off on four successful ways to maximise your content strategy (before it becomes spam).
Keep yourself in check with a content audit
It doesn’t matter whether you publish once, twice or several times a week. You might only manage to get one message out there in the whole month—we get it, you’re a busy bee, and that’s okay. The handy little content audit is a nifty tool that gives marketers the chance to review a snapshot of how they’re going in this field. It’s perfect for identifying trends and data, and gives you a good look at how you’re tracking. If problem areas arise, it’ll break them down in a nutshell before they become a crisis you can’t avert.
To start your audit off, scan your social profiles and pull all posts and content. Take a look at the following insights and draw up a few major metrics:
- Time users spend on page
- Engagement rates
- SEO and keyword data
- Effective and non-effective times of publication
- Top authors
- Effective and non-effective lengths of posts.
Think of this as your new best friend; it’ll be the resource you go to in order to effectively identify gaps in what you’re doing.
Your strategy shouldn’t rely on productivity being a fluke
A good content approach involves having a dedicated, consistent strategy in place—one that’s been thoroughly researched and scheduled in advance. Even more so, your content calendar should be aligned with your current processes, verticals within your business, and focus points that your teams are going to be setting their eyes on in coming weeks or months. Don’t leave your content strategy being sporadic moments where you throw something up online and manage to get attention from it. It might succeed once or twice, but it’s not a quality-driven way to drive your strategy moving forward.
Make like Ron Burgundy
No one said content only ever had to live once. In fact, recycling posts and micro-content is a great way to fill up your calendar. Treat your content like it’s “kind of a big deal” (kudos Anchorman) and holds a purpose for it being online. Make sure, though, you don’t make the mistake of assuming your audience will be invested in what you’ve got to say.
Remember, you don’t automatically have the right to appear on their feeds; you have to earn it. If they don’t want you there, they’ve got ways to make sure they don’t see you pop up again. Have a reason that they should consistently pay attention to what you’ve got to say.
If all else fails…think like Leo
When things don’t work, throwing in the towel and spurting out a tantrum is a great way to dig ourselves a big hole. In business—and especially in content marketing—constantly reviewing what is and isn’t working, then making all necessary refinements, means we can continue to improve our efforts. After all, isn’t this how Leo DiCaprio FINALLY claimed his Oscar?