Monday, November 26, 2012

Creating a Content Strategy


We've said it before and we're saying it again... Content most certainly is king, especially in the world of search engine optimization.  Search engines reward those websites that successfully provide fresh, plentiful and relevant content, which is why creating a content strategy is so vital to your business's growth.   As a Chicago SEO Company, we know the power of good content and truly believe that good content not only attracts your target audience, but it also educates and builds trust with them.  Think of content as the foundation for your internet marketing efforts.  Consider the following tips when creating a content strategy:

Step 1- Assess and identify your goals:  Assessing and identifying your goals are definitely step one.  In order to figure out where you want to be, you have to first assess where you currently are.  Ask yourself questions such as: What are you currently happy with?  What would you like to see change?  Who are you trying to reach?  Are you looking to increase brand awareness?  Make a list of your goals first so you can begin to form specific content strategies around your goals.

Step 2- The message:  The crux of a content strategy is determining what your target audience needs to know.  To figure out what your target audience or customer needs to know you have to "swim in the same pool they swim in."  If your target audience is predominately on Facebook, join Facebook and interact with them.  Get a feel for who they are and what they want to know and begin to structure your content around them and their needs.

Step 3- Taking action:  Whenever you put out content for your customers you must identify what action your want readers to take upon reading your content.  Do you want them to buy your product immediately?  Do you want them to read more about your services?  Do you want them to simply contact you for more information?  Structure your content around the action you would like to see your customer take.  When it's done correctly, you'll begin to see the kind of participation you are looking for.

Step 4- Content distribution: There are a variety of ways that you can disseminate your content with options such as emails, blogs, social networking posts, press releases, articles, case studies, reviews, testimonials, etc.  It's not recommended to choose one and just see what happens.  Try a mix and determine which works best for your company and target audience.

Step 5- The results: Now what good would all of your hard work developing a content strategy be if you didn't track your results?  Probably not much good at all since you would have no way of determining what the new strategy has achieved without measuring.  Web analytics are a great way to measure your traffic, visitor activity, and whole lot more.  Measuring results lets you know what you are doing right and what you need to be doing in the future, especially when you compare your results against your initial goals.  

If you're looking for more tips on creating a content strategy, feel free to comment below or contact us.