The Importance of Content Strategy in Your Business Marketing
Gaining more web traffic and earning more page views won’t happen unless you get your content out there. But if you don’t approach your marketing content with a clear strategy, you’ll enjoy little success from your efforts. If you aren’t careful and don’t take a focused approach to your content, your messaging won’t go as far as it could. Or worse, you could end up sending mixed messages to your readers.
When you keep your strategy focused, your content will strengthen your brand and give your audience more reasons to become customers and stick with you.
Keep Your Marketing Channels in Sync
Repetition allows ideas to become more established in people’s minds. You obviously don’t want to simply repeat content everywhere, but you can make the most of your messaging by making sure your marketing channels are on the same page. If you focus on a topic between your various marketing channels at the same time, you’ll be able to drive home that idea without audiences feeling like you’re running out of content to talk about.
For example, if you run a dentist’s office and you post a blog about the benefits of teeth whitening, it would make sense to make social media posts, send emails, and publish ads about this topic at the same time.
Have Strong Brand Language Established
If you haven’t already, take the time to establish brand language in a written document. You should also establish topics that are most crucial to your brand identity and your company’s standing with industry trends. If you work with different marketing firms or hire freelancers to create content for your brand, you’ll want them to be able to write from your perspective and to keep the content in line with your business model.
For example, if you own an auto repair shop, you’ll want to make it clear whether or not drivers can go to your shop for collision repair, what your stance is on OEM parts and other things that freelancers or outside marketing professionals could get confused about without insider knowledge.
Post on a Schedule
When you’ve created and edited your content, pick the time that works best to post it. You can make life much easier and post your content at just the right times by using a calendar and scheduling your posts ahead of time. Not only will you be able to carefully strategize the right times to post on each marketing channel, but you’ll also be able to enjoy the convenience of automating when you publish.
Since each piece of content you publish should be relevant to your brand, you’ll want to find ways to focus on certain topics in a fresh way in the future. Having a content calendar will help you see when you posted your content and how each piece performed, so you can avoid overdoing a topic while getting guidance on how to optimize your content strategy for the future.
When you approach your marketing content with a solid plan and choose the right content marketers to work with, you’ll see your marketing efforts going much further.