Content Marketing Strategy
Developing a content strategy is the process of determining the topics, tone, vehicles, timing, that will engage your most valuable prospects and drive them into sales.
Competition for your prospects’ attention is increasing over time. Creating powerful and compelling messaging has never been more important. Relevant messaging reaches your audience and satisfying their business needs (your thought leadership content) with fulfillment (in the form of your content offering). Strong calls to action convert prospects into leads and sales opportunities.
One of the major challenges facing marketers today is the ability to produce high-quality content at the speed in which buyers are consuming it. Without a well-developed asset library, it’s nearly impossible to move prospects through the funnel with educational and promotional content.
Since buyers are always seeking information to satisfy their business problems and grow their revenue, we’ll put together a content strategy with messages that will resonate with those buyers throughout their individual purchase cycles.
NuSpark Marketing will put together a detailed recommendation on what messages need to be communicated to your target audiences, in what environment, and in what distribution channel. These message recommendations may include the following:
- Confirmation or reformulation of value proposition
- A compilation of potential words/phrases/solutions that describe your approach to solving business problems
- Potential tag lines
- The seeds to planning revised website copy that resonates with your key buyers
- A strategy to deploy white papers, case studies, ebooks, blogs, webinars, demos, and articles to support lead and sale generation processes
Overall, our goals of preparing a content strategy are as follows:
- Position your firm as an expert in your industry
- Generate new leads because prospects are interested in your content
- Nurture existing leads because content can move leads via the funnel until they’re sales-ready
- Provide assets for social media sharing of original content
- Improves SEO and search engine ranking. In fact, a recent report from Search Engine Land showed that content marketing has an 82% impact on search engine rankings.
Besides crafting your message approach and possible change in tag lines, we’ll put together a visual roadmap so you can see at a glance what messages appeal to which audiences, how they should be delivered, and when they should be delivered.
We mentioned before that great search rankings don’t mean anything if the information prospects are looking for on your website are not clearly presented or missing entirely! It’s the content that will keep prospects engaged with your website, and eventually drive them to action.
Our goal will be to make sure your website content resonates properly with your target audience; solving business problems; and written in the language they use.
Our approach encompasses the following elements:
- Content must communicate clear benefits that correlate to your prospects’ needs.
- Content must support your value proposition and show how your solution solves business problems.
- Content tells stories, and those stories can include audio and video. Stories have a beginning, middle, and an ending. So do websites.
- Content should be educational and information, and show validation on why your solution is best.
- Content is scan-able. Audiences prefer a site structure organized with small paragraphs, bullet points, bold copy, headlines, and other style elements to support readability.
- Content should be persuasive, emotional, and factual. Engage audiences to keep reading until the story is so compelling that a connection is made between prospect and firm.
Remember, prospects are looking for information on their solutions left and right, and if your content isn’t relevant, your firm won’t be considered for a future purchase.
Content strategy planning includes:
- An internal audit. We’ll review your blog posts, articles, brochures, papers, reports, newsletters, and more. From this research, we’ll review your target audiences and personas, and determine if your existing content:
- Answers the needs of your prospects
- Is interesting and engaging
- Shows how unique your solutions are
- Presents itself in a desirable format
- Is missing any important information or benefits
- Provides a compelling call-to-action that focuses on benefit
- Mapping. We’ll take your existing content and match it up to your buyer types, and uncover gaps in content that need to be created. A content map includes fields for the following
- A list of all of your buyer personas with their individual needs and concerns
- A list of each of the persona’s buying stage of their buying process.
- A list of content topics for each buying stage and buyer persona.
- A format for each content topic
- A delivery schedule or editorial calendar, with deadlines, roles, and accompanying marketing tactics.
- Thought Leadership. Thought leadership provides a way for marketers to engage buyers at all stages of the process with educational information, while slowly integrating messaging about your solution. From blogs to more detailed content execution, we’ll be with you every step of the way to put together strategies for new content. Whether we speak to customers, follow the industry news, or take a deep dive into samples of your solutions, rest assured content we create will contribute to the business problems you solve, and also be SEO friendly.
Finally, we measure content.
There are a number of ways to measure the success of your content marketing strategy. We like to take a top-down approach to measurement:
- Business Measures: We’ll show how the cost of content development balanced with the increased leads secured from better SEO, conversion tactics, and lead nurturing produce a more efficient cost-per-lead, increased revenue per sale, and overall sales growth
- Analytics Measures: Depending on how each piece of content is deployed, we’ll look at downloads, subscriptions, time spent with content, channel conversion rate, bounce rates and effect on overall website traffic.
- Engagement Measures: Content is sharable, so we’ll also gauge engagement elements such as retweets, likes, shares, and +1s (Google), and track the relationship between content sharing, website traffic, and lead growth. In addition, we’ll track how your content affects the level of new followers and connections achieved over time.
By analyzing the above, we gather the following outcomes:
- What types and topics are most effective at driving visits and conversions.
- Which media and social media channels that promotes the content provides the most effective outcomes on site traffic.
- What the correlation is between content engagement scores and lead generation.