By Chris Churlinov
In the age of constant information consumption, content can be a valuable asset for the strategy, and the positioning of your brand.
Whether you’re working with individual consumers or other businesses, it’s important to have a strategic approach to creating an ecosystem of high-quality content. So how can you get more from your content strategy?
There are 10 tips I want to share with you, and I’ve organized them into three content marketing areas that every brand should plan for: to streamline content, establish authority, and maximize reach.
Streamline Content Production
That means, to effectively and efficiently produce more content from less input. It’s all about decreasing the time and money spent to produce content while maintaining its value and quality.
Consistency with regularly posting fresh content is something a lot of marketers struggle with, that is why it is important to have a roadmap with goals, and the necessary tools for the job.
1) Document your strategy
That might be an obvious thing when you’re regularly producing content, but according to recent research done by Content Marketing Institute, while 78% of B2B brands said they have a content strategy in place, only 39% of them have it documented.
Documenting your strategy is important when it comes to aligning your content with the goals you’ve set for your brand. You can do that by setting specific and measurable long-term goals, combined with a short-term production/posting schedule.
2) Organize content assets in a centralized library
Get everything ready for fast production by collecting all the branding elements in a centralized library. That includes logo variations, re-usable design elements, color swatches, and so on.
To stay more organized and efficient, you need a centralized assets library that will be easily accessible to all team members and partners. Cloud-Based storage can be the solution in this case.
3) Creatively re-purpose content
A modular approach is the creative re-purposing of content either by dividing a big piece of content into multiple posts or by combining content on the same topic into a large piece of content.
This can work with repurposing assets you already own, or by mapping for this approach when planning for future content.
For example, a website that posts recipes can have 100+ pages of delicious meals can extract the vegetarian recipes and put them together in a vegetarian recipe book as a way of creating even more content.
Earning authority over specific topics in your market will improve the relationship that your potential audience/consumers have with your brand. That means that your content should repeatedly inform them, answer their questions, and solve their problems.
4) Solve problems with in-depth content
Sure, articles and social media posts are a great way to speak to your audience and connect with them, but diving deeper into a relevant topic can be even more powerful.
Find interesting problems to solve for your audience and do that by providing high-value content like case studies, research, ebooks, webinars, and more. That proves your devotion and contribution to the topics you talk about.
5) Experiment with different types of content
Bringing different points of view to the topics you talk about can be beneficial as well. You often read that there are people that use their left brain more or their right brain. In theory, that means that some people are more analytical and respond better to numbers, while others respond better to design and abstract ideas.
Don’t be afraid to think out of the box with your content to find a way to speak to both groups. Experiment with different types of content and find what works best for your brand and audience.
6) Stay consistent with content quality
One of the best ways to establish authority and trustworthiness with your audience is by providing consistency with your content that they can depend on. That includes visual style, timing, and quality of content.
The brand content should reflect your core identity and purpose. We often see brands that do a massive re-design that is not accepted well by the consumers. Our brains are good at creating habits around the things we do, so when something you love and use completely changes, it feels like the rewarding feeling is taken away.
Visuals, quality, and timing can all affect the reward system of the consumer, so make sure you place importance on staying consistent with your content.
One of the most important roles of content marketing is to present content to your current audience, and at the same time, to keep the flow of bringing new people in the loop. To maximaze the impact of your reach, you need to get the right content in front of the right people, both new and existing.
7) Use the right channels
First, make sure you know where your audience hangs out online, so you don’t miss out on potential opportunities to connect with them. For example, if you’re not using Instagram, but you know you should, then definitely allocate some time and resources towards building your brand presence there.
Similarly, make sure you’re not wasting your time on platforms that don’t work for your brand and have low returns. Even though it is great to be present in as many places as possible, make sure you’re not wasting time and resources more than you should.
8) Optimize your content
There are rules and algorithms for digital content, so make sure that you optimize your content properly. That includes your website, social media and content formatting.
Optimizing your content for search engines can bring you an organic boost in traffic. Make sure that your website has structured pages and smart use of keywords, that relate to your content and your business.
The profiles and posts on your social media should also be optimized for better reach. Make sure your bio section is informative and represents your brand in a great light. Properly format image and video sizes, pay attention to their quality and consistency.
9) Stack opportunities
Keep the ball rolling and always give people the option to see more from you. That means that you should never leave a dead-end at the end of your pages and posts. Always recommend similar content, give links to another page or other platforms.
Introduce a call to action and let them know what you expect from them next, or what else you have to offer. Should they tag a friend? Comment their opinion? Always give them the chance to see more of your work.
10) Use data to help your content strategy
One of the upsides of producing a large amount of content is that you consequently collect large amounts of data. Don’t let that go to waste, instead, take advantage of machine learning and use it to improve your content.
Research from Econsultancy, in partnership with Google, shows how successful marketers are breaking away from the pack with a clear data and analytics strategy. In fact, nearly 2/3 of leading marketers say that decisions made with data are superior to those based on gut instinct.
Use these tips to align your content strategy to your brand goals. When you’re clear on the goals you’re trying to reach, you will be clear on the decisions you have to make about the content you create.