Content Marketing Blog mint

Content Marketing Blog

Essential Steps to Develop Your Content Strategy

When you started your business, you may have begun with a business plan. Over time, your business plan may have changed and adapted as you learned more, and the marketplace changed. The current pandemic has definitely required many businesses to pivot on their strategies. Your content strategy must be dynamic, just like your business plan. Whether you’ve been creating content for many years or are just starting to invest in content marketing, you need to start with a solid foundation.

What Is a Content Strategy?

Before you can build a content strategy, you need to understand the basics. The Content Marketing Institute offers a simple and insightful definition as a starting point:

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

A great example of content marketing before the internet is the Star Wars brand. After the first movie, the brand went on to produce comic books, novels, figurines and more, expanding consumer’s interactions with the movies. The SW universe expanded exponentially without the help of the internet, thanks to a sound strategy by the marketing team.

Your content strategy revolves around your core business and aligns with your business goals. It’s a roadmap that guides your content creation to improve your bottom line.

Components of a Sound Content Strategy

A good content strategy starts by looking at your business, your audience, and your goals. Content is storytelling, but if you aren’t telling the right story to the right audience, your content isn’t going to resonate with your audience.

Mission Statement

Essentially, your mission statement answers three questions:

  • Who is your content for?
  • What are you providing?
  • Why should customers care about your content?

When you answer those three questions, you create better content, because you have the right focus. Your mission statement can push you to achieve your best by getting the right content to the right people at the right time in their sales or interactional journey.

Identify Your Brand Voice

Your brand is how you relate to your audience. It’s akin to your business personality. Identifying your brand voice before you create content ensures consistency. Your brand may be clinical and scientific. If so, you may want to avoid creating memes that are light and playful. Your brand’s values and positioning need to carry through your content.

Who Is Your Audience?

Content is created for the consumer. In creating a content strategy, you’ll need to take a deep look into your audience. Don’t make generalizations, but really look at who is buying your products. Look deeper than basic demographics to find out what drives your customer. Once you understand your audience, delve into how they interact with your brand. Ask yourself:

  • What moves your customer through the purchase journey?
  • What is the pain point that drives a buyer to your product? 
  • What do you want the customer to do?
  • What information does the customer need as he or she interacts with your brand?
  • What channels do your buyers engage with as they move from interest to purchase?

Measure Success and ROI

Part of a good content strategy is to look at how well your content is working. There are many analytical tools that let you see what your audience is engaged with. A well-written blog post that your audience shares can help you refresh content to boost your SEO rankings and reach out in a new way. You should also measure sales and whether your audience is actually purchasing your product. Having a large audience that doesn’t increase your bottom line means your marketing dollars aren’t being spent well.

Develop Content that Aligns with Your Content Strategy

Once you have a content strategy, you can use that information to drive content creation. You probably have content assets that can be repurposed into new content for even more success. You may find that you have gaps in content where you aren’t responding to the customer’s journey. Your content strategy can now drive your content to relate to your customer more effectively. Having a focus for content helps you create content that improves your business.

Content marketing is your communication channel with your customer. Today’s customers have to sift through a lot of noise to find the products and services they want. Yelling louder isn’t going to help you get heard. Telling better stories that connect with your customer will. Discuss your content needs with the MintCopy team to find the best SEO writers that can provide content to help you be more successful with content marketing.

Use our online form to get in touch. You can also follow us on FacebookLinkedIn, and Twitter to stay up-to-date with the latest content marketing trends.

Resources:

Share


Recent Posts

Sheetal Pinto - 5/23/2024 06:00

But Play by the Rules and with a Clear Conscience

My last blog post was the first time I ever wrote about a deeply personal experience. It certainly was heartwarming and overwhelming to receive so many kind and encouraging messages from family, friends, co-workers, clients, and even some past students and interns. Thank you! Some business associates and clients also responded with feedback on my comments about the “AI-generated content elephant in the room”. Healthy discussions ensued and I want to clarify that I am not against AI-generated content. If your small or medium-sized business has time and budgetary limitations, and you cannot hire a content agency, professional copywriters, and SEO content writers, then AI tools may be the way to go. I’ve summarized the key questions clients are asking about this.

Sheetal Pinto - 5/14/2024 17:31

MintCopy’s Content Writers Are Ready to Power Up Your Game!

Hey there, wonderful readers!

It feels surreal to be back at my keyboard, tapping away after what seems like a lifetime. If you're wondering why I've been MIA, let me catch you up to speed. Towards the tail end of 2023, I found myself in a bit of a pickle, or rather, a crumpled mess of metal and broken dreams on the side of the road. Yep, yours truly was in a gnarly car accident that left me with more than just a dent in my bumper. I was in shock from an explosion that sounded like a small bomb going off, and 2000+ pounds of force hitting me like a bolt out of the blue.

Sheetal Pinto - 11/23/2023 06:00

Why Quality Content Still Is, and Will Always Be Important

Ever pondered the intricacies of Google's search process? In the blink of an eye, the algorithm serves you tailored answers to your queries. It's a seamless dance of technology and user intent. Google's mission is crystal clear: deliver precisely what users seek. At the heart of their business model lies the commitment to provide top-notch search results. As your copywriters craft content, steer away from rigid algorithmic formulas that are in a perpetual state of flux. Instead, dive deep into understanding user intent and champion the creation of content that resonates with quality, setting your brand apart in the ever-evolving digital landscape.

Sheetal Pinto - 11/2/2023 00:03

Let Your Local Retail Business Outshine Big Box Stores!

It’s a common misconception—bigger is better. As a local retailer, you know that isn’t true. With your personalized attention, carefully sourced, unique products, and a charmingly different brand experience, you can serve holiday shoppers far better than many big box stores. To do that, however, you have to start with drawing attention away from those mega retailers to your local business. Here's a 10-point checklist that will have you competing with those brand name stores and leaving a trail of tinsel envy.

Sheetal Pinto - 10/19/2023 14:03

Connecting with Your Audience

In today's fast-paced digital age, businesses often rely on automation and AI-generated content to reach their audience. While these tools have their merits, nothing can truly replace the authenticity and impact of content that speaks from the heart. The ability to forge genuine connections and elicit emotions from your audience is where the magic happens. Let me illustrate this with a recent experience.

Sheetal Pinto - 10/5/2023 06:00

10 Insightful Tips to Refine Your Content Strategy

Picture this: you're strolling down the street, leash in hand, with your furry friend by your side. As you navigate the sidewalks, you might be able to rediscover the art of content marketing – one step at a time. Yes, you read that right! There are uncanny similarities between dog walking and effective content marketing. Intrigued? Let's take a leash and dive into some pawsitively awesome tips, tricks, and techniques you can apply to your content strategy. As your friendly pooch does her ‘moonwalk’ and you prepare to ‘stoop and scoop’, you can soon declare, “We have liftoff!” Engage your audiences and achieve greater lead conversion with content marketing that works. Happy to share our top 10 tips—keep reading!

Sheetal Pinto - 9/21/2023 06:00

Include Your POV to Encourage Conversion

Imagine how differently we'd see Star Wars if it was told through the eyes of a stormtrooper trying to get his next promotion or through Chewbacca's point of view. The reader of a story interprets the tale through the perspective of the narrator. Choosing an engaging and valuable point of view (POV) is essential to the narrative. You may not think of your content as a novel or a movie, but you're still telling a story through your blogs, email newsletters, videos, and other forms of digital content. Offering a unique POV with your online content can help make your brand stand out.

Sheetal Pinto - 9/7/2023 06:00

SEO Strategy Tips from Presenters at CMW 2023

According to a LinkedIn report, professionals can expect their jobs to change by 65% by 2030 due to the implementation of Artificial Intelligence. AI tools are making their way into every industry, including SEO and content marketing. Don't fire your copywriters just yet though – you need them now more than ever before! Content Marketing World asked its presenters and experts to provide their best tips for 2023 to incorporate AI into your content strategy. Here's an overview.

Sheetal Pinto - 8/24/2023 06:00

Here's An Idea on How to Handle this Latest Change

Remember the football gag from the Peanuts cartoon? Charlie Brown goes to kick a football and Lucy pulls it out at the last minute, causing him to fall on the ground. There's a number of punchlines, but the bottom line was that he shouldn't have trusted Lucy. SEO is kind of like that. Just when you think you're winning the SEO game, Google changes the algorithm. You're knocked back down in the search rankings, wondering what happened. Recently, Google made an update that changes how some content is viewed in the rankings. Learn more about the latest update to the search engine algorithm that changes the way HowTo content is displayed in search results, to understand why it matters.

Sheetal Pinto - 8/10/2023 06:00

“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness,…” The opening paragraph of “A Tale of Two Cities” is considered one of literature’s greatest openers. Back in 1859, in times when reading books was possibly one of the few indoor entertainment activities people engaged in, Charles Dickens had the skill to hook the reader right at the start. Of course, he also had the skill to finish with a flourish — “It is a far, far better thing that I do, than I have ever done; it is a far, far better rest that I go to than I have ever known.” That closing line is among those most praised in literature.

Getting back to the point—you can transform every introduction into an irresistible hook that commands your audience's attention. Here are some ideas for creating an opening that will resonate with your audience and stay with them.