What is Content Strategy
It’s used for a lot of things, like generating traffic, user engagement and communication, lead generation and nurturing, branding and loyalty, and prospecting.Content strategy is a plan to drive targeted inbound traffic and guide visitors through the marketing funnel. The textbook definition of content strategy is that it’s the planning, development, and management of all types of content, written or otherwise.
How to build a content strategy
First, define the story that your organization wants to tell about its brand and expertise. Then determine whether your content builds upon that story. The story being told may not be the one you want.
Why content strategy
Google has come a long way in understanding content. Not only does it understand relationships between people, places, things etc. Google also understands topics. As a result, content strategy has shifted from the page level to the site level.
The point of entry that caters to a specific persona ( user) is the Landing pages. The goal of a landing page is to convert visitors and can also be used with paid advertising. Build your foundation of landing pages for each persona/audience/vertical for their new product. Understand the funnel and start crafting content for each stage of the funnel.
Your sub or detailed pages can fill in the gaps and expand deeper into a specific user intent. This type of page can guide users down the marketing funnel via call-to-actions (CTAs) and linking. Other media can also support it, like videos and info-graphics. Article pages can be news, evergreen content, blogs, reviews, how-to, and interviews.
Content Strategy for Startups
- Area of Expertise :- Understand what you want search engines to recognize as your expertise and save yourself a lot of grief later. If you don’t do decide now, Google will. That may not be a good thing! . Each day, millions of people turn to Google to find those answers. Whether they are top, middle, or bottom of the funnel, your content will draw them to your site and eventually convert them to a customer. Depending on your industry, you’re going to have to create a lot of content. Look at your competitors in the SERP. Do a site search in Google, restricting the results to the past year. That will give you some idea of how much content is necessary.
- Expectations setting :- Matching appropriate goals with available resources. For example, aiming to own the topic “content marketing” while producing just one post a week isn’t realistic. If you can’t increase your resources, consider choosing another subtopic that’s more defined and easier to dominate within a reasonable period. Typically, the best course of action is to build up your existing authority in one topic and then move onto adjacent topics
- Research the topic :- Topic research often starts with popular keywords and topics that people are searching for and clicking on. However to build a target audience around your content, it’s essential to find your niche within those topics and your own unique voice. You need to know who your audience is, as well. Knowing who your users are will ensure you’re creating content in which your users are interested.
- Sign up for RSS feeds :- read industry news, and keep abreast of current events. With everything you read and watch, think, “How can I turn this into a topic for my content? What are the keywords people are using to find this topic? Is there a story not covered here?”