When do you need a content strategy?
Understanding what a content strategy is equals the ability to create one. In a world that is all about content and catching a reader's attention, getting down to the basics of your content will give you valuable insights and tools to work with. But do you actually need one?
A content strategy is what it says it is; a strategy for your content. But what exactly does that mean? And more importantly, how do you apply that in your business?
First of all, you need to understand the relevance of content in your own industry. Unlike popular belief, creating a news or blog section on your website will not always guarantee a good ranking on Google. And it most certainly won't guarantee a boost in sales. Having content is only as relevant as the content itself.
That brings us to the question at hand; when do you need a content strategy? The answer is twofold.
Goals of a content strategy
The first step is understanding what your end game is. One of the most popular goals of content creation in written form is creating thought leadership. This concept helps you inform and educate readers, transforming them into followers. The fact that your article was able to teach something valuable will likely result in those readers returning to your website and consuming more. Over time, there will be a strong bond between your brand and the reader. When the time comes that they need to purchase something, they'll come knocking on your door first.
But thought leadership is much more than that. Having a firm position as a thought leader could mean that your branding takes off altogether. Word-of-mouth recommendations play a huge role in that.
However, there are many other goals to reach when you're creating content. An example of why I helped a software company set up a content strategy: The software the company provides is absolutely fabulous. However, a lot of potential buyers didn't necessarily understand the need and use of the software. This happens more often than you think. Creating the need was the first and foremost goal of the content. Triggering readers to have a look at their own situation in order to expose the weak part that the software would perfectly fill in.
This approach was a game-changer as they slowly but surely created valuable insights for potential buyers and existing customers alike. The online traffic on these articles led to a sudden peak in contact form requests.
As an affordable marketing tool
Secondly, it's a form of marketing you should not ignore. Most companies don't have the luxury of being so popular and enormous they don't need marketing efforts. Au contraire, just to give you some idea of what I'm on about: Procter & Gamble invested somewhere around $8 billion in 2023. Yes, billion with a 'b'. Surely, you won't need to invest that much to gain some more customers. However, having a good content strategy in place could boost your reach further than your regular budget would allow it. Common mistakes when it comes to marketing are overspending on a budget that's poorly allocated. Many companies run worthless social media ads or hang up expensive billboards. Creating content could be the perfect alternative to reach significantly more leads at a significantly lower cost.
What are you waiting for?
Hold on… it's not that simple. One of the many pitfalls of content strategies is that it can be challenging to maintain. Regardless of the chosen format, creating content is time-consuming. And unless you're able to do everything yourself, time equals money. Hiring a professional photographer or ghostwriter will come at a cost.
So… you shouldn't start creating content then? The answer is freakishly simple; no, you should. Just be sure to mobilize the right staff or external help to do it properly. If you're unable to sustain a comfortable pace and frequency, ask for freelance help online or hire a local expert to do it for you. One last piece of advice: most financial managers won't like this idea because there's often no immediate result, especially when you're building on thought leadership. That's fine and don't let it get in your way of creating good, valuable content for your audience to consume.
How to know if you need a content strategy
Creating a content strategy involves asking key questions to ensure clarity and effectiveness. Here are some essential questions to guide you:
- Audience: Who is my target audience? What are their demographics, interests, and pain points?
- Objectives: What are the primary goals of my content strategy (e.g., brand awareness, lead generation, thought leadership)?
- Unique Value Proposition: What unique value does my content offer that competitors don’t?
- Content Types: What types of content (blogs, videos, infographics) will resonate best with my audience?
- Distribution Channels: Where does my audience consume content (social media platforms, industry forums, email newsletters)?
- Content Calendar: How often should I publish content, and what topics should I cover?
- Metrics: How will I measure the success of my content strategy (e.g., website traffic, engagement rates, lead conversions)?
- Resources: What resources (budget, tools, personnel) do I need to execute this strategy effectively? What content frequency can I maintain?
- Competitor Analysis: What content strategies are my competitors using, and how can I differentiate mine?
- Adaptability: How will I adapt my content strategy based on analytics and changing market trends?
By answering these questions thoughtfully, you should have some understanding if this is something for you to start on or steer clear of. Not everybody needs a content strategy if other forms of marketing are more effective and if your budget doesn't allow it. If you still have doubts about it, reach out to us and we'll give you our insights.
Photo by Florian Klauer on Unsplash
