Content marketing goes far beyond producing content for blogs, websites, and social media. You need to think about the best way to distribute this content in order to increase your audience and be able to measure the results. Valentina Giraldo Feb 12, 20 | 14 min read By focusing on achieving sustainable results and attracting business opportunities organically, a content strategy is a complex and deep process , made up of different tasks, edges and tactics. In addition, it involves various fundamental Content Marketing practices and actions , such as SEO (search engine optimization) and the constant measurement of results through metrics.
If you want to know, more precisely, how is the dynamics of this class of strategies, going through its planning, execution and analysis, take a look at the rest of this material! In itself, what is a content strategy? As its name reflects, Morocco WhatsApp Number List it is a strategy that brings together everything related to the planning, management, development and distribution of content , as well as the analysis of the impacts that these have and the results they provide. It is important not to confuse this methodology with traditional corporate communications, which provide information on company plans, promotions and initiatives. In fact, when it comes to content production in a Marketing plan, the focus is not the business, but the people. Yes, this is how you read it! And the objective of this strategy is, in the first place, to educate the market , showing it how they can solve their needs and solve their problems.
To ensure that this process, in addition to being educational, achieves the conversions of Digital Marketing in a sustainable and organic way, it must have the following stages:planning; definition of the Buyer Persona; content creation and optimization; content distribution; analysis and results metrics. But what do these phases consist of and how to develop them correctly? We will answer this fundamental question in a moment! 1. The ABCs of planning a content strategy As you already know, a content strategy is much more than a process that seeks to inform what a company does or will do. It is an integral process, focused on improving the positioning of the brand , building authority in a certain market, educating it and, of course, attracting users and generating business opportunities. Added to these clearly Marketing objectives , this strategy is a vehicle towards valuable goals for the business itself. They are between them:market expansion, the expansion of the supply of goods and services,the increase in sales, and even the increase in brand value. Precisely, in the planning stage we have to capture all these objectives that we want to achieve , as well as the practices that will allow us to achieve them and the metrics and indicators that will help us to know how close or far we are from them. Among the actions and tactics that we must specify and develop during planning are:Positioning in keywords of a certain market The keywords are the words and sentences used by users to search engines like Google and Bing. Logically, each market segment has keywords that represent a very good positioning opportunity in search engines and, consequently, guarantee the exposure and visibility necessary for any content strategy.
For example, if it is about universities, “study a career”, “best careers” and “professional education” could be very good keywords . So that these words are not established based on intuition, we can use free tools such as Ubersuggest, which will show us data such as the volume of searches and the difficulty of SEO positioning , as reflected in the following image: ubersuggest content strategy Development of key issues for the market The importance of educating the market lies mainly in the fact that brands gain authority and reputation by doing so. Explaining how certain products are used, how certain areas and processes are optimized and producing educational content is ideal for generating leads , since users prefer to approach brands and organizations that project professionalism, knowledge and experience . That is, with the correct application of the permission principle of Inbound Marketing , users have constructive reasons to engage with a brand, as it helps them solve real problems and doubts. The right content for the right people To guarantee a good return on investment (ROI) of Content Marketing , within the planning of the strategy it is necessary to prioritize the qualification .
In other words, it is essential that we can detect which are the key issues in the market segment and, also, what kind of people may be genuinely interested in our products and services. This immediately brings us to the definition of the Buyer Persona. 2. How to define the Buyer Persona? The Buyer Persona is a fundamental resource in a content strategy, since the qualification, the effectiveness of the different materials and the impact they will have on users depend on it. This term refers to the semi-fictional representation of the ideal client , which goes far beyond the traditional concept of the target audience. In fact, we could value BP as an expanded concept of the target audience , which in addition to taking into account factors such as age, location, purchasing power and level of education, focuses on much more personal aspects, such as: preferences; worries and pains; short, medium and long term objectives; dreams; problems; how it operates on the Internet and social platforms; perspectives, ideas, reasoning and thoughts regarding the environment and different topics. Logically, to define a profile as exact as this we must follow certain steps. These are: Do interviews with clients and prospects To develop the profile of the BP you have to put aside the assumptions and intuitions. This process, like all research, demands the application of investigation techniques and effective methodologies, such as the interview . Among other things, it is necessary to ask about work routines, positions or segments, objectives, challenges, difficulties and purchasing or consumption habits.
Of course, when interviewing clients and prospects it is important not to forget to ask questions about background and personal data . interview clients for buyer persona Collect information with the sales team A good content strategy is one that involves different departments and areas related to the commercial field, such as sales and Marketing, mainly. This teamwork must be present from the initial stages , such as the creation of the Buyer Persona profile. Therefore, it is necessary to collect and rank together the information that has emerged through the interview process. In the end, sellers are in direct and constant contact with prospects and those who have become customers, so they know for sure what characteristics the Buyer Persona should have. Collect data on the ideal customer behavior Here it is necessary to integrate and analyze all those data that show the way in which the user behaves within his market segment and, also, on how he moves on the Internet. Basically, it is about condensing all the information that allows us to know where to find the potential client and how to approach it.
This can be done from surveys with the company’s contact base or from specific investigations, based on data in the public domain such as economic reports released by the government. Organize the information obtained and create the profileThis step can be valued as the embodiment of all the information obtained. It consists of taking the data and putting it into a spreadsheet or an editing document to start structuring the Buyer Persona. To make this process simpler, more organized and agile, we can use a predefined template like the one provided by our tool to generate Buyer Personas , which is free. With it you can download a PDF file to record the information! In addition to complying with all these steps to define the BP, before producing a content flow it is important to define in which phase of the conversion funnel the ideal client is. As can be seen in the following image, this funnel is made up of the attraction, consideration and decision stages. conversion funnel content strategy The attraction stage, which can be considered the entry stage, demands the education of the BP. Then, when you get to the consideration phase, it is time to explain in detail the usefulness of a commercial alternative and how it helps or meets needs. Meanwhile, in the decision phase we can use content such as success stories, which end up convincing the user to make the purchase or subscription.