10 November 2022 |
120 – How to Develop a Content Strategy, With Devin Reed
By Daniel Murray
Devin’s secret to great content? Start by listening. This is the content strategy episode you’re going to want to tune in to.
As Head of Content at Clari, Devin is bringing his A-game to content planning. He’s also advisor and writer at The Reeder newsletter, reaching 6k+ creators every week.
Daniel and Devin get into strategizing for success at a new company, creating content that supports the CEO’s goals, and why you should make audience building a key KPI for your marketing.
And if you’re looking to scale your ads profitably, try Northbeam. Developed by data scientists, media buyers, and marketers with decades of experience scaling brands, Northbeam is more than an ecommerce analytics platform – it’s your guide to profitable growth.
Visit northbeam.io to request a demo now.
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Daniel is a Workweek friend, working to produce amazing podcasts. Find out more, visit: www.workweek.com
05:19 Balance Planning With Action
10:23 Mind Share Before Market Share
14:36 Planning Starts With The CEO
17:25 Funnels VS Buckets
18:41 Spheres of Influence
22:46 Not Settling
29:08 Life’s Too Short
37:58 When Media Companies Aren’t Media Companies
47:07 The Wrong Expectation
How to Create a Marketing Content Strategy
Content is king. Everyone knows it and, if you’re in marketing, you probably know that content is the second-best way to reach users on their devices.
But how do we go from a single blog post or case study to a fully fledged content strategy? And what do we need to build along the way to get there? In this article, we give you an overview of what a content strategy is and why you need one.
We also outline the key steps for creating your own content strategy so that your content efforts are aligned and effective. Read on to learn more.
What is a Marketing Content Strategy?
The definition of Content Strategy is the overall approach that your company takes to content. The strategy is a framework that outlines what types of content are required, when they should be created, and how they should be delivered to your target audience.
A content strategy helps you to focus your efforts, create meaningful content, and measure your success. It’s an essential part of your marketing strategy that integrates content creation, distribution, and the measurement of results. If you’re in marketing, you need a content strategy.
A content strategy guides you through the entire process of creating content and using it to achieve your business objectives. A high-quality strategy will create a blueprint for your content team and give them a clear path to success. It will also make it easier for you to measure results and identify areas for improvement.
If you break it down into its components, a content strategy consists of a few key elements:
– Understanding your business objectives: You need to understand the goals of your business so that you can create content that supports them.
– Audience research: To create content that resonates, you need to know your target audience. You also need to understand their needs and how you can help meet them.
– Defining content types: A content strategy includes the type of content that your business should create. This includes things like blogs, podcasts, and e-books as well as assets like whitepapers and case studies.
– Content delivery mechanisms: A content strategy outlines how your content should be distributed. This includes the tone, medium, and cadence of your content.
Why is a Content Strategy Important?
A content strategy is important because it will help you to create content that will resonate with your target audience. If you know your audience and know what they want, you can create content that answers those needs. This is important because content that resonates is more likely to be shared. When someone likes and shares your content, it increases your reach.
This increases your chances of getting in front of new audiences, growing your brand, and building relationships with new customers. Another reason why a content strategy is important is because it will help you to focus your efforts. A strategy helps you to determine what type of content you need to create and how often. This will help you to avoid content dilution and over-publishing. A strategy also helps you to avoid content creation that misses the mark. This means you’ll spend less time editing and more time creating content that resonates.
A strategy will also help you to measure the success of your content efforts. When you know what is resonating with your audience, you can replicate it. You can also determine what isn’t working and make changes where necessary. This will help you to spend less time creating content that doesn’t resonate with your audience and more time creating content that does.
How to Create a Content Strategy
Building a content strategy is a process and one that benefits from organization and planning. There are a few key things to consider when building
your own strategy. A Content Strategy requires you to answer some key questions. These include: What is the overall goal of your content efforts? What do your customers want? How do you plan to create content that meets those needs? What type of content do you need to create? What channels do you plan to use? When do you plan to publish content? Where do you plan to publish it? What resources do you need to create content?
What this means is that you need to first understand your business objectives, know your audience, decide what content you need to create, choose your channels, and decide when to publish it. This will ensure that you create a strategy that is well-aligned with your business goals and designed to create meaningful and resonant content.
Define Your Audience
The first step in creating a content strategy is determining who your audience members are. This will help you to identify their needs and how your brand can meet them. It will also help you to rank higher in organic search results and make it easier for you to create content that resonates with them.
To do this, you need to first break down your target audience into personas. Personas are made up characters that represent your target audience. They should be as detailed as possible and should include the audience members’ names, demographics, goals, and challenges.
When you’ve created your personas, you can identify the content types that are best suited to your audience members. This will help you to create content that resonates with your target audience. It will also help you to determine which channels are best for distributing your content so that you can get in front of your audience members as easily as possible.
Decide What Content to Produce
When you’ve decided who your audience members are, you can determine what types of content you should create. This will help you to create content that will resonate with your audience members and positions your brand as an expert.
Creating the following types of content will help you to create a content strategy that meets your audience members’ needs.
– Blog posts: Blog posts are written articles that are published on a regular basis. They are a great way to regularly generate high-quality content. They also allow you to easily repurpose your content for different uses. –
E-books: An e-book is a collection of blog posts that are compiled into a single document. E-books are great for delivering in-depth content that is longer than a blog post but shorter than a traditional book. This makes them the perfect compromise.
– Podcasts: Podcasts are audio-only content that is published on a regular basis. This type of content is great for people who prefer auditory distractions like driving or doing chores.
– Whitepapers: Whitepapers are long-form content pieces that are published periodically. They are often used to deliver educational content and are a great way to position your brand as an expert.
Choose Your Channels
The next step in creating a content strategy is to choose the channels through which you’ll publish your content. These channels will largely depend on the type of content you create.
– Website: Your website is often the first place that your audience members look to for information. It is a great place to publish your content and, if you have the resources, you should publish your content on your website.
– Social media: Social media channels like Facebook, Instagram, and Twitter are great places to publish your content. They are free and easy to use, making them accessible to businesses of all sizes. This makes them a great option for brands of all sizes.
– Email: Email is also a great channel for publishing content. It is one of the most direct channels and allows you to easily reach your audience members directly. This makes it a great tool for companies of all sizes.
When Do You Publish Your Content?
After you’ve decided the content types and channels you’ll use, you need to decide when to publish your content. There are a few things to consider here. Firstly, you need to decide what seasonality to your content publishing. Some businesses publish more content during certain times of the year to capitalize on seasonal events.