Written and explained incessantly, the content strategy remains the regulating medium for all the marketing endeavours. It brings value to your business and makes those big bucks you spend on building awareness worthwhile.
😇 53 per cent of marketeers suggested content creation is their top priority (State of Inbound, 2018)
😇 63 per cent of B2B organizations do not have a documented content strategy (Marketing Profs, 2018)
😇 54 per cent of marketers use audio-visual content to cut through the noise (Aberdeen, 2018)
The focus on content strategy, documented content strategy is higher than ever.
The goal of the exercise is to bring your brand and your offerings in positive limelight that would, in turn, bring in the cash flow.
The process you define will depend mainly on your budget, your products, and your marketing objectives. To see the results they bring in, you might have to wait for one whole business quarter.
But three essential components have the power to reassure that you are treading the paths of an airtight content strategy.
Now, they don’t necessarily have to be executed right away… in the beginning stages. Even the fact that you have had those ideas lurking in your head is proof enough that you are headed in the right direction.
Component #1 Creating and Curating… and Creating Some More
The headline consists of 3 action terms: creating, curating, and creating.
The holy trinity of 3-Cs.
The first C, creating corresponds to come up with ideas that are related to the what’s and how’s of the product.
The second C, curating, corresponds to finding relevant data and weaving them in the storytelling to support the points you are making with proven resources.
The third C corresponds to curating and creating simultaneously. This is the tricky part. To stand out, demonstrating that you are collecting and analyzing the data simultaneously to derive critical insights.
It is a slightly business-driven approach to create compelling infographics that get shared. SaaS companies can request their feedback.
This is what the management junkies call Request for Information (RFI.) B2C companies can send out market research questionnaires or conduct short feedback calls.
Multiple big brands, including Hubspot, periodically do this. The statistics get shared by your competitors and puts you on the map instantly.
Key takeaway: Establishing as an industry leader requires producing elementary statistics from your user pool. Data collection, data processing, and data analysis from your existing pool of users take the branding name to a whole new level.
Component #2 Navigate the Marketing Sales Funnel Like a User
The marketing sales funnel probably the single most important document you would create for your business. However, most of us forget that the transition must be undertaken by the user on your client and not you who is actively associated with the product.
The traditional funnel has adapted to a cyclic structure where businesses focus on retaining a client. Nevertheless, if they are not making an effort to convert customers who come back into brand loyalists, the growth will become redundant.
Think about this for a second:
😎 You are a brand.
🤩 You want to boost your sales.
🤗 You want to keep the conversations going about your brand going.
The consumers will have the same thought lurking in the back of their minds. When the information comes from you, no matter how regulated the storytelling is, it could be mistaken as an active promotion.
The solution is easy. Make your customers your advocates. When your existing customers promote your services, they come from a place of experience with the motive of wanting to help.
That instils higher trust and gives the listener a better reason to try your products or services.
Key takeaway: Focussing on user retention by providing convenience is okay. It sustains the cash flow. However, how many people are willing to serve as brand ambassadors themselves? Brand loyalty comes in handy during the times you need to expand and prove your mettle.
Component #3 Stop. Analyze. Derive. Act.
User feedback, heat map tracking, Google Analytics, and more are just data points. The challenge in content strategy is not finding the data. It is to have the courage and analytical abilities to mould and twist it to dissect the situation better.
Once you apply consumer psychology, only then can you club it with user feedback to initiate the experiment. Confused between two copies? Put them both out. In copywriting terms, the A/B testing.
Asking the “why’s” enables you to make better judgment calls that you can translate into action.
Key takeaway: Content audits are essential for maintaining the health of the website. But have you considered the why component of the content that has performed remotely well? Act after deriving. Analyzing is not enough.
A content strategy is as strategic and logic-driven as it is driven by creativity. Both of them go hand in hand. You cannot rely on one single element for the growth mindset. Perhaps, that’s what makes it so versatile and equally competitive.