Key Principles to Follow
Having a content marketing strategy is not an option, but a necessity for companies looking to make an impact online. A clearly defined strategy will allow your team to work as a cohesive unit, measure goals and make informed adjustments to maximize the effectiveness of your digital marketing efforts.
Your content strategy is a roadmap to a win-win situation: it lets your team work better, faster and smarter and gives your customers access to the information they want, when and where they want it.
If you are looking to develop your first-time content strategy or think it is time to update an existing one, follow these four pillars. They will make it easier for you to produce better content and engage your audience.
- Consistency: From your logo to tone of voice and everything in between, your content should provide a consistent, positive experience for your audience. They should recognize your display ads as quickly as they can identify the branding elements on your website. They should be able to trace your unique products and brand values right through to your social media posts. Even though multiple people are contributing to your content, your strategy should provide direction to make sure everyone is working with a common purpose and goal in mind.
- 3 Rights: Following these three “rights” will help you avoid doing wrong when it comes to marketing content. You need to have the right content in front of the right person at the right time. If you want to push it further, you also need to have it in the right format so that it can be easily accessed on their device of choice. Make your audience happy by pinpointing what they want, where they are, and seeking their attention in a targeted way.
- Efficient: Having your team work their hardest is not a goal that will deliver the best results. Instead, you should aim to get them working as efficiently as possible. Clearly identify responsibilities, look for opportunities to hire the best content marketing agencies, and understand what processes are causing timelines to drag. Digital marketing is a very dynamic space, so your team needs to be nimble and flexible too.
- Scalable: Being trendy and topical in the online world can count for a lot and garner the right kind of attention. A timely content strategy is less useful and can make your efforts a waste of energy. Instead of focusing on the ‘now’, turn your gaze to the future and make sure your plans account for change. Your strategy should give you flexibility to be in on emerging trends while allowing you to create more of what you do well and retire content that isn’t working for you. Produce more, better quality content and keep evolving.
Are you looking to improve your company’s digital content? If you need SEO copywriting, marketing copy, or assistance with your web content strategy, MintCopy can help. Call us at 888-646-8003 or send us an email.