What does it take to create a truly powerful content strategy? Is a content strategy the same thing as an editorial plan? And how can you measure the success of your content marketing efforts?
Getting started with content can be overwhelming. Kuno Creative’s Lead Brand Journalist and Content Strategist Carrie Dagenhard breaks it down to help you reach your audience with the right message.
So you've got this calendar filled to the brim with all these great content ideas. You've got blog posts. You've got ebooks. You've got videos. You know every date that each piece of content is going to be published, so you're done. But actually you're not done. This is just your editorial plan.
The editorial plan is just a small piece of your overall content strategy. Although content strategy and editorial plan sound similar, they're actually not the same thing. The editorial plan is just one small piece of your overall content strategy. Other elements to your content strategy include your mission, your target audience, and your goal.
Let's start with the mission. What are you looking to accomplish? Don't ever write content just for the sake of writing content. Every piece of content that you create should tie back to your organization's mission statement.
Second is your target audience. Who are your buyer personas, and who are the key influencers? What keeps these people up at night? What sorts of challenges are they facing throughout their work day? By knowing more about the people who make up your target audience, you can make sure that each piece of content is relevant.
The third element is your goal. What do you hope to get out of this piece of content? Maybe it's leads, maybe it's traffic, or more email subscribers. As you're developing your content, you need to keep your goal in mind. When it comes to your content strategy, you want to make sure that you have quantifiable ways to measure your success. What KPIs are you using to determine success? For those less than stellar pieces of content, you need to have a process in place to determine what are your areas of opportunity, and how can you make sure that you do better next time.
Every few months you should readjust your content strategy and make sure that it's still in line with your organization's goals. We just talked about a lot of information, and sometimes a content strategy can seem overwhelming. My best advice is to take it one step at a time. Remember at the end of the day, you're creating content for people just like you.
Have a great content strategy win to share? Tell us about it in the comment section below.
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