Content allows you to share your knowledge with your audience, establish your expertise within your industry, and educate your audience to understand what you offer.
So let’s get started on what goes into a basic content strategy:
STEP 1: Brainstorm Why & How You Want To Connect With Your Audience.
What do you want to educate your audience about?
Some questions to ask yourself:
- What are common problems you see your clients struggling with?
- What questions are they asking all the time?
- What do you wish they knew?
- Show them how they can use your product/service or why they need your product/service.
- Is there a certain task you always find you are advising clients on, then write a blog post about it?
- Is there anything you want your clients to have prepared before starting work with you? Think about creating a resource around that pre-step.
📝 Create 2-4 categories of topics you want to educate your audience on.
STEP 2: How will you reach them?
Since you are running a business, the ultimate goal of your content should be to drive people to your offers and grow your audience, so just creating the content doesn’t cut it. You need a strategy to promote that content and an email marketing strategy so you can capture your audience.
Content can be anything you create of value for your audience. The most common one that comes to mind is creating blog posts. It can also be podcasts, webinars, workshops, videos, opt-ins, etc.
And because you are using an email strategy to capture readers you need to have a strategy to keep them engaged. You can read more about getting your email marketing strategy up and running in this post.
Now decide your medium, is it written blog posts, videos, or podcasts. If you utilize video, you can turn them into vlogs (video blog posts) like this, or do podcasts and make “blog posts”, like this.
📝 Pick your main content medium (writing, video, or audio)
📝 Make sure you have a way to capture your audience on an email list
STEP 3: Establish A Schedule
Start slowly; you don’t have to blog 3 times a week to have a blog that supports your business. Consistency is essential; it is much better to do one blog post a month than to do 4 blog posts and then nothing for 2 months.
Once a week is a good starting point if you are struggling drop to every-other week. Just don’t try to take on too much all at once, quality over quantity is the way to go.
PLUS remember promoting those posts should be a priority over just creating more content that you aren’t promoting.
Don’t forget to include how often you will keep in touch with your email list as part of your content strategy!
📝 How often will you publish new content? Choose a schedule what day + how often.
📝 Set a schedule to stay in touch with your email list too!
STEP 4: Establish A Process
You should have a set process to create your blog posts and promote your blog posts. Of course what keeps me on track with my blog promoting and postings is Trello. I do a short walkthrough of that board in this blog post.
I **might** have mentioned this a few times, but it’s worth repeating! Creating the content is just the beginning you MUST promote that content!
It’s much better to create less content and promote it properly if you are having trouble doing it ALL. This is where your social media strategy comes into play, read this post on how to get one up and running. Plus grab this list of 25+ ways to promote your content.
Pick a few places to start promoting, get into a routine and consistently use those promotion channels and then you can start making it more complicated.
Also, make sure your process includes CTAs (call to actions). This might be to sign-up for your email list (that’s a great one), follow you on social media, share your post on social media, or book a discovery call.
📝 Establish a process for creating content.
📝 Establish a process for promoting your content.
STEP 5: Evaluate
Google analytics can tell you a lot about your marketing strategy, content strategy, and audience. Understanding your audience’s behavior should help to drive and shape your social media and marketing strategies.
Google analytics can seem overwhelming at first and has a ton of different reports you can utilize. You don’t need to figure it ALL out to get started using this data to your benefit.
Here are a few questions to answer using your Google analytics:
What is driving traffic to your website?
Find this under “Acquisition.”
What social media channels are working to drive traffic to your website?
Click on the “social” category in acquisition, “channels.” You can dig around under acquisition to learn where your traffic is coming from in more detail too.
What pages are being visited?
Find this under “Behavior.” This can help you understand what posts are most popular and getting traffic.
What is the flow of visitors on your site?
Find under, “Behavior,” “Behavior flow.” This gives you a good idea of what is happening when someone lands on your webpages, are they being attracted to other blog posts, what are their actions.
You can also understand how your content connects with your audience through engagement too. Are they sharing your posts, commenting, emailing you about it, signing up for your email list, or buying your offerings? Because after all, that is your ultimate goal!
📝 Create a schedule and process for checking-in on your content strategy.
A content strategy is a long-term marketing strategy. Most people don’t create a few blog posts or newsletters and have a fully booked out business, that’s not how it works. It’s a foundational piece of marketing that gives you a platform to educate your audience, position yourself as an expert, and build your audience.
Content marketing doesn’t stand on its own in terms of creating the core content; it must be supported by a social media strategy to promote it and an email marketing strategy to keep that audience engaged and lead them to your offerings.