As a small business owner, you know the importance of creating content for marketing channels like social media or your blog. But you may not realize that it’s not just about the content that you post, it’s also about the strategy behind it. Content strategy is key to ensuring that what you publish gets seen and helps you achieve your goals.
You work hard to produce blog posts, infographics, videos, and e-books using your expertise to inform your audience about a topic and teach them something new. But how do you get people to read that content? Posting it on your website and hoping for traffic might not be the most effective route. However, if you have a plan to distribute the content on your marketing channels or to optimize your content for search engines, you're sure to reach more people.
But what is a content strategy, and why is it important? A content marketing strategy can help ensure your content gets seen by your target audience at the right time. It can help you do everything from informing your followers about a specific topic, product, or service to convincing them to take action on your website.
Your content can help you attract new customers and retain current customers through organic traffic on several mediums, including social media and your company website. Once visitors are on your website, your content can be used to educate and convince, bringing you closer to reaching your business objectives.
Your small business's online presence is made up of branding, marketing, social media, your website, and more. Content strategy ties these elements together for a cohesive brand experience.
What is a content strategy?
At its core, a content strategy is a comprehensive plan for creating, releasing, and managing your content. It provides guidance for every step of the process, including:
- Writing. Whether you write articles, emails, blog posts, or social media posts and comments (or hire someone to do it for you), your goal is to engage your audience and provide them with meaningful information.
- Curating. Besides creating original content, gathering content from other reputable sources can keep your audience involved and create mutually beneficial relationships within your industry.
- Presenting multimedia. Just like the written components of your content, images, videos, and other media need to engage, inform, and entertain your audience in harmony with your business goals.
- Releasing the content. An essential aspect of content strategy is posting your content on a regular schedule so your audience will stay engaged anticipating new information from you.
- Maintaining the content. Once the content is published, you have to manage it. Some content is evergreen, some needs to be updated occasionally, and some is only relevant for a period of time, after which it needs to be removed.
- Engaging with your audience. Acknowledging feedback and participating in conversations with your audience is a great way to keep them coming back for more.
You can—and should—use multiple formats for your content. A successful content strategy will rely on a mix of blog and social media posts, emails, videos, infographics, case studies, and more.
Content strategies must be comprehensive and include a method of delivery. How you distribute your content may be just as important as the content you create. After all, you have to ensure your target audience sees your content.