Creating a Content Marketing Strategy

In this module, we’ll be working from the ground up and stripping everything back to basics. We can’t create a content strategy or content calendar without looking at what it is that you would like content to do for your business and in turn, what it can do for your audience. Not only do we need to consider what content we want to present to our customers, but we also need to think about what our customers want to hear about from us and what content they might be searching for.

Content is a powerful marketing tool which is why we need to make sure that the content you’re creating reflects what your business does and what it stands for. We also need to put your target market first and ensure that the content is fit for purpose and relevant for your ideal audience. Otherwise, you could be putting content out there that you think your audience will like, but not know if it will help your audience to connect with your brand . Your content needs to reflect your brand and work towards achieving your overall business goals, whilst also delivering what your customers are looking for. This could be informative content, entertaining content, inspiring content and so on.

Successful content can both advertise and expand your brand, community and following, whilst also bringing in those important sales and engagement . Think about content that goes viral on social media; it captivates the audience enough to make them want to share with others in their network. This gives free exposure of your brand to potential new audiences, who after learning about your brand may find out more on your website and go on to make a purchase; just from seeing a viral piece of content shared on one of your social channels. 

If leveraged and optimised correctly, blogs and web content can also be a great tool to increase website traffic from search engines and get your brand in front of new organic audiences. Likewise, email content can captivate existing audiences and nurture them on a considered journey to learning more about your brand and converting them into a loyal customer.

As you can probably tell, there’s a lot to be said for a good content strategy, so let’s get stuck in.