Impact Of A Targeted Content Strategy On Increased Productivity
There are many factors involved in the content preparation process, each requiring special attention; but one of the most important tools that can act as a framework for addressing all of these factors and affecting the effectiveness of each of these components is a so-called “content strategy.”
What’s the content strategy?
The content strategy is a comprehensive vision that guides the content production process to adapt it to specific business objectives. From a more operational point of view, content strategy can be defined as the preparation, dissemination, and monitoring of useful and practical content.
What is the significance of the content strategy?
Production of content is not impossible without a strategy, but often output will be the production of irrelevant and inconsistent content items that are not aligned in terms of theme and purpose. This inconsistency will, of course, confuse your target audience, and without a doubt, in addition to not achieving your goals, it will not have a positive effect on your brand reputation. Moreover, lack of strategy often leads to the creation of general content for the general public; whereas today such content no longer has a purchaser (literally). In general, it is unlikely that such aimless content will be seen in search engines using natural methods; people rarely share it, and it is unattractive, engaging, and interactive; so it seems highly unlikely that it will bring you closer to your marketing goals.
Steps to prepare a content strategy
Developing a content strategy is not as difficult as it sounds; therefore, by carefully following the steps outlined in the rest of this article, you can prepare and adjust effective and reliable strategies that will illuminate your content production path.
- Define your objectives
Each content must be produced to achieve a specific objective, which, in turn, must be precisely defined. Ask yourself what the purpose of producing this content is? Increase brand awareness, lead generation, increase conversion rates, attract previous customers, improve site ranking in search engines, or anything else.
Once you have defined a goal or a goal, you need to see if the best way to achieve it is to use the content or if there is a better option. Do not assume that the use of content is the best solution at all times. For example, content can have little impact on converting customers to the bottom of the sales enclosure; but it has a unique effect on increasing brand awareness and customer production.
Also, each part of the sales enclosure requires its contents. So you need to know what content is best for each part of the customer journey process. This way, at the right time, you will give the right content to the right people.
- Research of the target audience
If you know your audience, your content strategy can be effective. You can gain valuable information by checking the sites that your potential customers visit, reviewing the content they like best, and evaluating the social networks on which they are most active. All of this can be done through Google Analytics by enabling Google Demographics and Interests on the types of sites with which your potential customers interact, as well as by exploring more popular social networks.
At the same time, your first source of information may be your site; to identify the content that has performed best in Google Analytics, go to the following path:
Comportment > Site Content > Content Drilldown
Then, for best results, sort the tabs you see in the Average Time Page, Bounce Rate, and Pageview list. Use this information to produce content that is relevant to the target user, not the content you want to read yourself. Note that your goal in delivering this content is to increase tab time , reduce bounce rates, and increase traffic.
- Concentrate on your expertise
Unfortunately, the Internet is full of content that should not exist at all, or at least their presence or absence does not make much of a difference. Many of the types of content that we see on the Internet exist in different or similar forms elsewhere or have virtually no benefit whatsoever. Also, at least 99 percent of this non-functional or duplicate content is not seen at all, as it never finds a place at the top of the search engine results page. To prevent the content from fading into this swamp, try to produce content that is distinctive and unique, has something to say, and, most importantly, will be useful to the reader.
- Prioritize the assessment of results
Monitoring and evaluating content marketing actions is one of the most important components of the preparation and implementation of an effective content strategy. Content generation, no matter what the results, is as rewarding as a silent phone call. Therefore, to prepare effective strategies for the production and dissemination of content, you should be aware of what has attracted the attention of the audience, as well as the things that you have not been interested in and the reasons for each. In this regard, important indicators, such as those mentioned in the next section, should be monitored.