How to Create a Killer Content Marketing Strategy

Roberto Mejia
by Roberto Mejia on November 23, 2012 in Strategy
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If you’re engaging in content marketing, you already know that a content strategy is a good idea.  Be honest - is your current strategy really working for you?  After all, getting by is ok, but a killer content marketing strategy can really take your marketing results to the next level.

The key is to step up your efforts.  Take it further.  For example, posting content is great, but posting highly targeted content, timed for maximum impact, is much, much better.  Try these tips for a content marketing strategy that puts your business head and shoulders above the rest:

Identify and target your audience.
You can waste a lot of time and resources with a strategy that doesn’t recognize who your ideal buyers are.  Creating buyer personas will help you determine not only the audience that is most interested in you, but also the people that are most likely to purchase from you.  Personas provide you with invaluable demographic and consumer information so that you can create tailor-made content for just the right audience.

Engaging with your target market is the best way to get found online.  Using the correct keywords and the most relevant topics for your audience ensures that they will seek you out when they need information and assistance.  With the right content, you can become an authority to your customers, not just another possible source for what they need.

Pay attention to your content vehicles.
Should you blog?  Or produce a white paper?  Are your readers hanging out on social media?  Or do they get most of their information from articles?  Once you know your audience, you can get a better idea of how they like to consume information.  There are different learning styles, and your content can appeal to all of them.

Educational videos, infographics, blog posts, ebooks and white papers offer a nice mix of content for your target audience.  Take a look at who is on social media, and offer some content via download that you think will interest them.  Provide guest blog posts for sites that share similar audiences with you.  Put together interactive podcasts and webinars for which people can register.  Tailor the information in each vehicle to the appropriate audience.

Organize your team.
While everyone in your organization can get involved in content creation (and should be encouraged to do so), a content marketing strategy works best when certain duties and topics are delegated to the people best equipped to handle them.

For example, your head of IT would be a good choice to blog about technological topics.  The company comptroller could lend a financial perspective to your next article.  Even the CEO can contribute occasionally.  Whatever you decide to do, have someone in place to organize the process.  If you do not already have one, assign a Chief Content Officer, Head of Publishing or Senior Editor to oversee and streamline all aspects of your content marketing strategy.  He or she will create an editorial calendar, maintain the publishing schedule and decide the frequency that each content vehicle is published. 

An editorial team of content creators and social media managers will help you keep your brand message consistent and in front of the public.

Never stop analyzing.
Last but not least—measure results constantly to ensure that your content marketing strategy is on track. Website analytics make the job easier, and checking your results regularly gives you the agility to change course, eliminate tactics that don’t work and put more resources into those that do.

Roberto Mejia

Roberto Mejia

While specializing in web development and inbound marketing, Roberto Mejia prides himself in always learning and improving as much as possible.