What is Content Marketing Strategy?
Content Marketing Strategy is defined as the overall process that involves the planning, development, management and documenting of content.
Its purpose is to create a deep understanding of the why’s, the how’s, the what’s and the who’s of content marketing.
In this slideshow below, we see a summary or condensed version of the end result of all the preparation and hard work that goes on behind the scenes to create an amazing content marketing strategy.
To understand how we got here we need to delve deeper, so that's exactly what we'll do as you read on.
Developing a Content Marketing Strategy
Enables us to understand the purpose of why we create content, who we create content for, how our content will help others, and what uniquely separates our content from all others.
Importantly, it also helps us to build our audience so we can achieve our goals, which generally speaking, are to increase our revenue, lower our costs and to attract better customers to our business.
In itself, delves deeper into the generation, publication and management of content that is both useful and usable for our audience.
Content Strategy, more often than not, goes beyond the scope of Content Marketing Strategy as it helps our business to manage all of the content that we create.
Is very calculated and strategic and involves documentation of the specifics of how we execute our strategy, and for larger organisations, it clearly defines who is responsible for handling each task throughout the process.
However, it is essential that we must have our Content Marketing Strategy in place before we can build our Content Plan.
If we look at our Content Plan as our Marketing Plan specific to our content, then we can consider such details as; the key topics to discuss, what content we will create, when and how we should share our content and what actions we want our audience to take.
Do We Really Need to Create a Content Strategy?
Can’t we just wing it? No.
We need a Content Strategy and we need to document it.
What Should Content Marketing Strategy Include?
Your Content Marketing Strategy outlines your key business and customer needs, therefore will be a detailed plan for how you intend to use your content to address these needs.
Now, let’s look at what you’ll need to include:
1. Your Business Case
This is your opportunity to communicate and obtain support from management for your reasons for creating content, what risks are involved and your vision of the benefits that will emerge from the creation of content.
2. Your Business Plan
Your Plan covers your goals for content, the value it will provide, the details of your business model and the opportunities and obstacles that may be encountered along the way.
3. Your Audience and Content Maps
Here you will describe the specific audience who you will target your content towards, what their needs are, how you intend to engage them and how you will map out your content throughout, to encourage your customers to move them closer to your business goals.
4. Your Brand Conversation
Identifies how your content marketing will look, keeping in mind that your content fits within your brand style and what ideas and messages you wish to communicate as you share your content with your audience.
5. Your Channel Plan
Outlines where and how you will share your content, such as your website, social media, email campaigns and the like. Detailing your criteria, processes and objectives for each and how they interconnect with each other to communicate your overall brand conversation.
Sharing Your Content Marketing Strategy with Others
Depending on the size of your business or organisation you may need to consider sharing your Content Marketing Strategy with other teams or departments.
Sharing your vision has the benefits of ensuring everyone is on the same page, it minimises duplication, and helps to gain buy-in so everyone works towards the same goal.
For larger organisations who may have both internal and external specialists within the content marketing chain, it helps to provide clarity around who is responsible for each part of the process of content creation and distribution.
When you share your Content Marketing Strategy with others you can choose to provide full documentation or targeted summaries for certain stakeholders depending on their role and how it will impact them.
The detail that you share will differ between roles, i.e. busy executives will only need a summary, whereas operational departments will require more in-depth documentation to understand processes and objectives of your Content Marketing Strategy.
How Often Should You Update Your Content Marketing Strategy?
Some parts of your Content Marketing Strategy should always remain consistent with your business mission statement and goals, even as it grows and evolves. In fact, it is a good idea to have your mission on display so you can refer to it, to ensure that each piece of content that you create and distribute meets with your goals.
Other parts of your Content Marketing Strategy such as, channel strategy, core topics and processes should be revisited and updated periodically on an annual basis, or perhaps more often if you are just starting out.
When you're ready to get your Content Marketing Strategy happening, or if you need assistance, then you should contact me and let's talk.
Resources for this article: Thank you to Content Marketing Institute
An SEO Copywriters’ job is to write website copy that attracts customer traffic, informs and engages the reader and increases your website ranking and visibility with Google. In a nutshell, these are an SEO Copywriters’ main objectives.
So, how do they do this?
They create content right across your entire website, from the copy itself, to page descriptions, meta descriptions, keywords, choosing appropriate high-quality images, SEO titles, through to optimising of actual web-page content and blog posts.
When an SEO Copywriter creates content for your website, they will consider your particular niche, your business style and tone, and content readability to ensure that the content will keep your targeted audiences’ interest.
Therefore, depending on the type of business that you operate, the content must reflect the style and tone to attract, inform and persuade the reader.
So, as an example, if you were to operate an accountancy firm vs. a retail store that sells children’s toys and games, then the style and tone of the website content for each type of business would be entirely different.
Keywords and Keyword Phrases
They will also help you research keywords and keyword phrases, which put simply, are the words that people enter into search engines when they want to ask a question or wish to find a solution to a problem.
The aim of the SEO Copywriter is to have you show up at the top of search results as “the go to guy or girl” who has the answer to the question, or who solves the readers problem.
If you are unsure or unfamiliar with how keywords work and which keywords you should use, they will research and guide you to help you choose keywords that will assist your website to compete with more highly ranked websites.
Using the accountant firm above as an example:
Let’s say that the accountant is located in the suburb of Mossman Park, Sydney, or they want to attract clients who predominantly live in that suburb and the surrounding area, the keywords could look something like this: “Personal and Business Tax Accountant Mossman Park”.
Using the longer keywords or keywords phrase of “Personal and Business Tax Accountant Mossman Park”, is more specific and relevant to the accountants’ service area and type of client that they want to attract. Being more precise helps to reach a specific target audience, rather than generic keywords such as “tax accountant Sydney”.
Using the latter, “tax accountant Sydney”, which is a shorter and more generic keyword phrase may attract a larger reader audience to their website, but they will be far less targeted.
So, as a result, since the City of Sydney is so large and widespread, and if a reader is from a Western Suburb, which is many miles away from the accountants’ location, they are highly unlikely to utilise their services.
As you can see, choosing the correct keywords is vitally important to attract the right audience to your website. And, attracting the right audience will also result in a much higher percentage of people who will take action, that is, ask for more questions, request further information, or purchase your products and services.
Optimising Content So You Hardly Notice
An SEO Copywriters job is to create and optimise copy, based around these carefully chosen keywords in order to help Google and people to find your website, and once people arrive, to engage them so they stay longer.
The art of good SEO copywriting is to create content or copy, so when a person reads it, they would not even notice that the content has been optimised for search engines.
The content also needs to strike a delicate balance between the needs and tastes of your audience and making it as easy as possible for search engines. Therefore, the copy must flow logically and smoothly to keep the reader engaged, rather than being so stuffed full of keywords, simply for the sake of mentioning them as many times as possible, that the content becomes difficult and cumbersome to read.
The quality of the content can be judged by its ability to engage, inform, persuade and convert, and whether it is shared.
SEO Copywriters are a Valuable Asset
For any business, whether it’s a solely online business, or a brick and mortar store who has an online presence, an SEO Copywriter is a valuable asset to any business that wants to grow.
Because they are specialists in researching your competitors, assisting you in finding ways to help you stand out above your competitors and they create content to attract, inform and engage readers so you can convert them into paying customers.
This holds true, for not only new customers but existing customers too, because SEO Copywriters also have the skills to assist you in maximising your existing customer base through Content Marketing Strategies.
So, why is SEO Copywriting So Essential?
SEO Copywriting is essential because it helps your business to increase its visibility by improving your websites ranking on the Internet, plus it also helps to attract readers and encourage them to become customers who will buy your products and services.
Add to this, that since the purpose of SEO is to increase your websites’ ranking naturally without spending a lot of money, it can be a very cost-effective tool to build trust and authority in your brand.
Without effective SEO copywriting, the chance that your products and services will get in front of the people who want or need them is extremely slim, unless you are prepared to spend big on advertising.
Remember this. Each piece of high-quality SEO content that you create on your business website, or social sharing sites, is a little hook that increases your visibility, and builds your trust and authority on the web.
That’s why SEO Copywriters are valuable to any business that wants to grow, because they create many advantages for businesses that utilise their services, verses businesses that do not.
OK, Let’s Do a Quick Wrap Up then.
What does an SEO Copywriter do and how can your business and its website benefit from utilising their many skills?
If you think that your website could benefit with the assistance of an SEO Copywriter to help your business to grow and prosper, then you should head on over to my contact page, and let’s talk about it.