If you’re a brand, you need a content marketing strategy. James Meyers, President and CEO of Imagination, puts it this way:
Without strategy, don’t expect your content—even high-quality content—to reach the right destination.
Here’s how:
1. Define Your Objectives
Are you trying to build awareness? Attract new customers? Demonstrate your expertise? Increase customer loyalty? You may need to narrow your focus.
2. Define Your Target Audience
What motivates them? What information are they looking for? What content are they responding to? Where do they hang out on social media? What influencers do they follow?
3. Create A Content Marketing Plan
Will you need outside help? What about images, video? What tone will you use– funny, sarcastic, folksy, serious? Which social channels? How often will you post?
4. Measure Results
Learn about content marketing metrics, and how to use Google Analytics. Know what you need to measure in order to determine if your plan is working.
5. Update Your Plan Accordingly