Opinions expressed by Entrepreneur contributors are their own.
Content forms a vital component of your company’s online marketing approach. But to truly excel at delivering content that aligns with your business goals, you must do more to stand out from the crowd. You need a content-marketing strategy that enables you to have a strategic, long-term vision of what you are trying to achieve.
“Content marketing” is a well-established term that describes a strategic approach to the use of content, whether that be articles and blogs, video, imagery or otherwise. A written, clearly defined strategy is key if you are to be successful in your content-marketing endeavors.
Equally, with so much competition online, you often need to develop something fresh and unique to set yourself apart from your competitors. Many content-marketing approaches fail early on, or businesses simply give up because of a lack of ideas or ambition. This is why careful planning is necessary for long-term success.
Related: 7 Content-Marketing Tips for New Entrepreneurs
Take Evernote, the popular note-taking app, for example. This company makes clever use of customer stories as a means to engage with potential customers and showcase the benefits of using its product. The content is insightful and clearly demonstrates the business advantages of a modern note-taking app.
Another example is L’Oréal and its Signature Faces Virtual Makeup campaign. The innovative and fun tool allows users to experiment with different makeup looks virtually. Users can share their favorite styles with friends, post impressions on sites like YouTube and effectively become brand ambassadors for L’Oréal.
When creating a content-marketing strategy for your own business, begin with your goals. What do you want to achieve? Below, we outline key steps that you can take to develop an ironclad content strategy for 2021.
1. The mission: what are your goals?
Clearly establishing your goals at the outset will help you to judge the effectiveness of your campaign in the future. There may be many reasons for your content strategy: capturing new search-engine traffic, demonstrating you are an expert in your field, showcasing your products and more. By clearly setting down what you aim to achieve at the beginning of the process, you will have a solid framework to build on.
2. Pinpoint your target audience
The next step is to pinpoint who the content should be geared towards. Who is your ideal customer? Think about demographics, including age groups, education and interests. Try to delve deep and really understand your core customer base. This will also help you assess the types of content that will (hopefully) deliver the best results.
3. Set out your KPIs (Key Performance Indicators)
Without a way to determine how successful your content is, you cannot truly measure the statistical data in a meaningful way. Set out …….