Coming up with and distributing relevant and informative content and taking a strategic approach to advertising are two pillars of any successful marketing strategy. This way, the marketers can tackle the two cornerstones of keeping the client base happy and growing: simultaneously keeping the existing customers coming back, while bringing the new ones to the table. Content is the king of your blog and choosing the best delivery approach here is essential for running a successful blog.
An all-encompassing list of content strategies doesn’t really exist, which is why this entry won’t feature one. Things are much more complicated, but exactly that much more interesting – here are some factors to take into consideration while you’re “tuning” your content strategy for improving your blog.
What is content? Well, obviously, stuff that you post on your blog in order to generate leads. This is done by providing useful, informative and relevant posts. But what kind of content are we talking about here? Well, there’s written content, then there are your videos, infographics, etc. Featuring a variety of types is absolutely fine. However, the true art of content making is not only knowing what to say, but how to say it. For instance, presenting a chart in a written blog post is a horrible idea, and making the video out of it isn’t the best time investment; infographics are the best choice in this example. Whatever you do and whatever content type you choose to use, one thing is certain – it needs to be of quality.
It’s easy to get lost when it comes to your business goals, and the strategy goal is no exception. The goal that’s in front of you needs to be absolutely crystal clear to everyone working on the project, no matter how small and seemingly insignificant it is. This takes a ton of planning, but this is to be expected, as planning is just as important as execution. Even experiencing failure after successfully reaching the target goal is useful – learn from your mistakes.
The right channel
Using reliable media monitoring tools will help you learn what people are saying about your blog on social media, and this is ridiculously effective – listen to your followers and your readers in order to improve your content. By keeping track of your results, you can make finding the right channel to post on much easier. For instance, Twitter is great for single-sentence posts, but if you need more wiggle room and features, Facebook is definitely a preferable option. Rely on your influencers to broaden the brand impact and boost its engagement.
You need to really know your audience – what they tend to like, dislike and appreciate. At the start of every successful campaign, the target audience is defined; this goes for every business type, especially for blogs. In-depth research of the potential readers will allow you to properly steer your content and make it fit the readers’ personal preferences and needs. Keep in mind that the typical info, such as gender and age, isn’t sufficient in helping you form a clear picture of your audience. Use every means at your disposal to gather as much information regarding your users; information that includes device preferences, browsing habits and potential purchasing engagements. You need to know your audience.
Understanding the readers
Knowing your audience and understanding the journey that your typical reader goes through on your blog are two completely separate things. It all depends on the type of reader you’re pitching to and what you’re writing about. Look at it from their perspective – when creating and posting content, think about the reader’s introductory process to your blog. All of this depends greatly on your niche, so look for related subjects – a blog post about the recent NBA video game on a basketball blog might not be a perfect fit – the fact that your target crowd loves basketball doesn’t mean that they enjoy video games as well. Either find a way for such a post to be relevant, or drop it and write a new one.
By carefully choosing your content type, setting proper strategy goals (no matter how small), finding the right media channels, targeting the desired audience and looking from a reader’s perspective, you are actually coming up with your own content strategy that will vastly improve your blog.