Content Marketing is considered as an effective approach in today’s marketing activities because of its ability to produce a lot of unique content for diverse target markets. And to be able to run it optimally, we need a solid content marketing strategy. However, to get the various benefits of content marketing and achieve the expected results, marketers even have a strong strategy. What are the important things to consider when creating a content marketing strategy to be effective in helping us achieve our goals? Here are important things to consider when creating a content marketing strategy.
Research as the basis of marketing strategy
This is the first but crucial step in the formulation of any strategy; including also needs to be done before we actually make a content marketing strategy and enter the planning stage. Here are four questions that marketers must answer regarding this stage:
Audience
“What kind of content can help consumers in the buying decision-making process?”
Competitors
“What types of content have other similar brands used? What can be learned from their marketing strategies (including such as ‘what channels do they use to market their products’), or what new things are they not offering yet?”
Media
“Where does the target audience usually look for information about a product or service?” “Who are the influential figures who influence them? On which online channels do they usually interact?”
Trend
“What are consumers talking about when interacting on social media or online media?” “What topics usually catch their attention?” “What caught their attention?” “What are some of the questions they usually ask? What do they want to know or are their daily worries about?” “How do they find information to answer their daily needs and problems?” To answer this series of questions, marketers must conduct proper marketing research. There are various research methods that can be used, ranging from conventional methods such as consumer surveys, interviews, to netnography and social media listening methods.
- Content marketing program implementation plan
The next stage in creating a content marketing strategy is planning. At this stage, the marketer determines what results are desired; starting from what perception and desired impact on the brand, to the expected changes in audience behavior. At this stage marketers also plan when content used for educational and informational purposes will be run, and when content aimed at entertaining and inspiring is “played”. Related to this, marketing also determines the focus area for the content to be created, including the type and format of the content that will be used.
- The story to be told
This involves developing a content strategy at the planning stage; usually related to the development of the concept of the story that will be conveyed by the brand in various forms of planned content. The power of the story or content is one of the most important factors in content marketing.
- Work processes and operational stages
After the detailed planning and concept of the story, the next step is to determine the technical operational strategy that has been formulated, so that it can be ensured that it runs according to and can achieve the expected goals. At this stage, a marketer should focus on the description of the site setup, production process, and content installation, as well as distribution techniques.
- Measurement of effectiveness and efficiency
And of course, ensuring the measurement method is also an important step in creating a content marketing strategy. A survey from the Content Marketing Institute shows 33 percent of Business-to-Business (B2B) marketers and 41 percent of Business-to-Consumer (B2C) marketers admit to not understanding the right measurement method for content marketing activities. What needs to be understood first is that content marketing is a marketing activity that requires a long process, to equip marketers to determine the right metrics to measure its effectiveness.
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