Creating a content strategy based on your business goals: the key points to bear in mind

July 25, 2019 - Tech Trends - Content Strategy - Digital Marketing

Nowadays, it is not possible to think business without thinking content strategy anymore. Why? Because in our digital era, content strategy has become a prerequisite to leverage marketing goals and boost sales. Although businesses know it is useful to have a content strategy, there are still 40% of them that don’t have a documented content strategy according to a recent survey from the CMI. True, this is a lot of work, but it can be managed. Break it down into doable steps and you will reap the rewards of your hard work! But first, let’s see what content strategy is about.

Content strategy: what is it exactly?

Content strategy is a roadmap that allows you to produce relevant content in line with both your business objectives and customers’ needs. In other words, it is the framework that you set up to ensure that each piece of content you will create in the long term serves a specific business goal while bringing value to your customers.

Source:The content academy

Thanks to a focused content strategy, you will be able to create consistency that speaks to your customers. This should lead to an increased number of interested customers who will be more likely to engage with your brand and should ultimately generate more sales. And as a business, that is your goal.;-)

Define your business goals

However, before you even start thinking about developing your content strategy, you will have to define your business goals first. You need to know what you want to achieve for your business and build on this foundation to define your content strategy in a second step.

Ask yourself: what do I want to achieve for my business?

Raise my brand awareness?

Become visible?

Generate leads?

Be recognised as a thought leader?

Once you have defined your goals, quantify them. 

Make sure to use the SMART objectives when you set up your goals. Make your goals Specific, Measurable, Attainable, Relevant, and Time-Based.

For example: get 100 more people to sign-up to our newsletter for the next month. How many people do you plan to reach, within what timeframe, what is the outcome that you aim to achieve? Make sure your goals are realistic and measurable!

Get to know your audience

Whatever your goal is, you will have to tie it them to your target audience. Make sure there is a convergence between your business goals and your audience’s needs. Otherwise, your content efforts will be wasted. You would only be producing content that would miss your target audience. 

It means that you have to start looking into your customers. Who they are? What are their pain points? Remember to always keep your target audience in mind and focus on them throughout the different phases of your content strategy, from the creation to the execution and distribution of your content. Why? Because your customers are at the core of your content strategy. You have to investigate and understand what makes them tick to be able to identify and create the right content that will make them take the desired action (subscribe to a newsletter, download an E-book…) and increase their engagement.

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