How To Plan A Content Strategy
According to CMI, 56% of B2B marketers do not have a formal content marketing strategy in place. With modern marketers taking more responsibility for ROI and an increased percentage of the pipeline, it is important now more than ever to have a well documented content marketing strategy in place to drive traffic and increase conversion rates. Follow these 3 simple steps to help you document and implement a content marketing strategy.
- Plan and document goals and purpose - Before getting started it is important to start thinking about budget and ROI. Once you have these numbers in place, begin asking your team, what are our current goals? What initiatives are we now concerned with? How can our content help us accomplish these goals? Who will our content serve and for how long? It is of utmost importance to have well documented and transparent goals that you and your team can track.
- Identify Buyer Personas - With 270,000,000 pieces of content being shared each day, (Nielson) it is important to sort through the noise by developing buyer personas. Or, idealized representations your buyers. The best way to do this is by conducting interviews with your sales teams, customer service teams and actual customers. ( pleased or unpleased) You can then frame the interviews to determine (multiple) buyer personas based on gender, age, profession, pain points, goals, challenges and how/where they consume their content.
- Map Content to Buyer Journey- Identifying buyer personas enables you to embed your content with key messages and CTA's that effectively engage potential buyers no matter where they are in the buyer journey. Whereas in the past this relied primarily on guesswork, now there are technologies (such as Captora) that preform extensive web crawls to identify content gaps and demand signals. This enables marketing teams to engage potential buyers with personalized content at all stages of the buyer journey. At a high-level, the buyer journey can be broken down into three stages; early, mid and late. The early stage is responsible for generating awareness and industry knowledge by educating potential buyers who are in their research stage. The middle stage is still concerned about fueling industry knowledge but tying it all back to your product. The late stage is heavily product related and promotional; this is where you unload your case studies, demos, etc.
Remember, while content is king, distribution is Queen. Maximize the reach of your content by leveraging multiple channels and tailor your content for different buyer personas at different stages of the buyer journey. If you want a more in depth content marketing strategy, download our Ebook!
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