Okay, before you run off for that well made coffee, take a note that this is not simply another one of those content strategy articles. Well, yes, it is about content advertising strategy, however it looks at where you are doing it wrong. Inquire yourself something – Why are you creating the content you are creating? How are you calculating its effectiveness? How do you determine what kind of content to put out? If you do not have a well thought outside content marketing strategy, you won’t be able to get the right content in the right format outside to the right audience at the right time.
To summarise, you’re only creating content for the sake of it. But there are things to contemplate when making your content strategy. Granted, writing is a good way of getting your information across, but it is also very time intensive to read and, let us face it, a little boring. Think about your audience and what it’s they might like. Mix it up a little, with infographics, videos, cartoons as well as music. This type of content is very acceptable and will help widen your reach by creating various formats to the same idea in your content.
Talking of increasing reach, how do you quantify the success of your content strategy? Generating content is great, do you have a plan in place to distribute it? Lots of businesses look at web traffic as their primary metric. Content is there to entice readers, so really the best measurement is the amount of additional traffic it brings. Then also traffic is great, but it does not mean you’ll automatically sell more. If you plump for traffic amount as your prime metric all you are doing is calculating an action not results. Increased sales lead quality and increase in direct sales should be the results. These metrics give an immediate relationship to the usefulness of your content strategy and sales. You know that all of the traffic in the world is worthless if it does not convert into sales. Before you get back to work think about your very own strategy. Ensure you’re putting out a wide range of content formats and measuring its impact utilising the goals above.
Have questions there or need help is creating your strategy? Contact us at www.digitant.com