Building your content strategy

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marketing strategy, and will also help to reaffirm the direction you should be heading in. Set aside ... content? What b
Building your content strategy

7 questions you should answer in order to create content your customers will love In a world where so many brands have become publishers, how can you make sure you’re creating content that will not only resonate with your audience, but also cut through the noise? A good place to start is with this simple framework of questions. Spending time to define and document your answers will give you the fundamentals of a content marketing strategy, and will also help to reaffirm the direction you should be heading in. Set aside an afternoon and get the coffee brewing; it’s time to dig deep.

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What am I trying to achieve? Define your goals. What are you trying to achieve with your content? What business outcomes are you aiming to meet?

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Who is my target audience? Research your target audiences and map them out here. Who are you speaking to with you content?

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Which content types are best suited to my audience? Which content suits your audience best? What length and structure does the content take?

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What is my content plan? Include the following: Customer persona targeting, content format, subject matter, publication date and time, author, distribution channels, and results.

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How will I measure my content marketing? What channels will you use to share your content? Will you use paid media spend? Prioritise these.

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How will I promote and distribute my content? Map your metrics through: consumption, sharing, lead generation and sales

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What is my ‘content marketing mission statement’? This is core to your strategy - why are you creating your content?

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“Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves.” STEVE JOBS

Next Steps It’s important to put your customer at the heart of everything you do. The best experiences are born of a relentless customer focus, and one of the quickest and most effective ways to develop an understanding of a customer is the use of customer experience mapping. Learn how to do this here © IE 2016