The challenges of an effective content strategy
Businesses can hardly do without online content, as the benefits are numerous: improved visibility, audience engagement, lead generation and conversion – to name a few.
Content is therefore a true strategic pillar for building a relationship with the audience, contributing to the success of communication objectives, and increasing revenue. The goal is to support the customer throughout their reflection and purchasing journey.
Define your target audience and their needs
To create a relevant content strategy, the first step is to define your persona (a fictional representation of your ideal customer). Several key pieces of information need to be gathered: their issues, needs, limiting beliefs, objections, and purchasing habits.
To collect this data, there are several methods:
- Conduct surveys
- Conduct interviews
- Observe discussions on social networks
- Join forums, online communities
- Analyze online searches (keywords)
- Conduct a competitive study
Understanding your target’s purchasing journey
The customer journey, or customer journey, describes the stages your target customer goes through from becoming aware of a problem to making a but people didn’t stay in a state of wonder purchase. Your content strategy is there to guide them through these different phases .
1- Discovery
The target customer becomes aware of their problem and seeks information to find a solution.
Content to create: blog articles, social media content, advertisements
2- Consideration
The prospect evaluates different solutions, compares, and reads reviews. They seek detailed information.
Content to create: white papers, customer case studies, marketing emails
3- Conversion
The prospect is convinced, they make the purchasing decision and become a customer.
Content to create: testimonials, service pages
4- Loyalty
The customer may purchase again and/or become an ambassador for the company, recommending services and products.
Content to create: Sharing customer-generated content (UGC)
Define your editorial line
The editorial line defines the choices you will make regarding the creation and promotion of all your content. It serves to create a true identity , while maintaining consistency for the company.
Here are the elements to define:
- Content themes that should reflect the issues, needs and interests of your audience
- The style: formal, casual, punchy, etc.
- The frequency of publication, for each type of content
- And the type of content: blog articles, social media posts, white papers, marketing emails, etc.
Create relevant and quality content
Worried your article or email might flop? To create content that meets the needs of your target audience , here are some best practices:
- Define a topic that addresses your audience’s issues.
- Add value to the content, by informing, inspiring, or solving a problem.
- Structure your content to make it easier to taiwan lists understand. Be sure to follow the guidelines of each platform.
- Be concise and to the point to keep your audience engaged, especially on social media.
- Finally, encourage interactivity: on social media, by email or even at the end of your blog articles, include a call to action, ask a question or conduct a survey.
GOOD TO KNOW
Consider optimizing your blog posts by integrating keywords naturally and adding links to other articles/pages on your site.
