7 steps for creating a strong content marketing strategy.

What is content marketing and how does it bring value to customers?

Content marketing is a marketing strategy focused on delivering content to a clearly defined audience with the goal of driving action. Content marketers work to attract, engage, and retain their audience by providing them with quality articles, videos, podcasts, and other media. Advertising can be deployed in support of content marketing, but it isn’t the primary goal.

Follow these key steps for creating a powerful content marketing strategy:

Step 1: Define your content’s mission.

It’s important to consider your business’s mission, your audience, and the purpose of your work when creating content. Will it help your customers learn a new skill? Will it start a conversation among your target audience? Will it help with SEO or Google ranking? Lead generation? What buyer personas are you trying to reach? Honing in on the purpose of your content marketing efforts will help you see a clear path with clear goals.

Having a brand guide that answers these questions will help when trying to make the right content for your brand.

Step 2: Set goals for your digital marketing.

When creating content, you need to be able to measure and track its success with KPIs, or key performance indicators. Decide what goals you want to pursue and what metrics will best represent those goals. If you’re looking to create an infographic that connects with customers, focus on metrics like reach and engagement. If you’re crafting a case study that could result in an online sale, focus on conversion rate.