How to Develop a Content Strategy: A Start-to-Finish Guide

How to Develop a Content Strategy: A Start-to-Finish Guide

Content Strategy

It is easy to feel overwhelmed about creating content strategy for your website or social media accounts. What to write about, what to post, what to share, how often, etc.

But creating content is different for each business and individual. If your website has a blog or a place where you make any news updates or posts, then that is somewhere that you can start with for content for your social media campaigns.

But creating content is different for each business and individual. If your website has a blog or a place where you make any news updates or posts, then that is somewhere that you can start with for content for your social media campaigns.

Social Media Channel Mix

This is where you will want to craft your post on your website, as your hub, and then share that content across your social channels.

Channel Surfing Part of your strategy will be determining what channels to broadcast on. Sometimes it’s easiest to blanket-broadcast across channels with the same message and the same content, however, other times you may want specific content strategically posted to say LinkedIn if it’s more professional networking oriented.

You may want to post more business-audience content on your Facebook business page, and a more concise version of that post on Twitter, with a link of course to your hub post.

Remember, there are automation options for doing all of this as well. With Instagram, it will be an image post — and should be the same as the featured image from your post, with a text overlay about the article or post you are referencing.

Using SnapChat is an excellent way to add a personal touch by speaking briefly (you have around 10 seconds) about why the visitor should come to check out your post or site. Be sure that you create a text-overlay call to action across your Snap with an easy to understand action (e.g. visit acmeproducts.com for more info).

You can now also create and utilize your very own custom SnapChat on-demand Geofilters. If you have a brick and mortar business, then your custom Geofilters can also be used by your customers giving you the potential to create fun campaigns, giveaways or sweepstakes encouraging the use of the filters, which could easily create great exposure for your business.

There are some truly unique and interesting possibilities for using the SnapChat Geofilters. Create a campaign to get people in the door, then publish a custom Geofilter for that campaign and post signage encouraging patrons to post photos on their SnapChat stories utilizing your filter. Keep in mind that you do not have to marry yourself to posting every single day, you can post once a week maybe even every two weeks but try to keep your posting somewhat consistent.

Need professional help in creating your content strategy? Try our content marketing services here.

Products & Services Speak You know your business better than anyone else. So, start out by writing around ten things that someone could discover or appreciate about your products, services or what your environment is like.

Remember, each product itself can become a post! You can choose to highlight individual menu items, products, and services by posting about them each week, each month, or even each day if you’re so inclined. A key ingredient to creating great content that matters… BE YOURSELF. Don’t try to ‘sell’ yourself or your products. If your services are truly great, which you believe that they are, then they will essentially sell themselves.

What you are doing, is simply sharing how YOU feel about the products or services, and you want to share that experience with your clients. Let your customer decide how cutting edge or new and improved that your services are. Do not talk at your customers, talk to your customers. Share with them.

Appeal to them. They are just like you, human. Content is creating and sharing information with your customers and potential prospects. The more real you are with them, the better off you will be.

Pretentious, superfluous descriptions or an egocentric persona will only put off your customers. Integrity and confidence in your products and services will encourage customers to do business with you.

So, be honest. I have not always given the best customer service or delivered the best results at points in my past, but I have learned that I have to work hard to resolve the issues. Now I can focus on how to be better the next time around.

You should always do this too. There are always going to be lessons learned, and I hope that you utilize each lesson as a stepping stone in your career and your life.

Your content is about how you can improve the life or need of your customer, not how you can line your pockets. It is not just about you; it is about THE CLIENT. You can have the best products, the best service, and a magnificent marketing campaign. But if you deliver with arrogance or a selfish and narrow approach, you risk losing the customers that matter the most to your business.

1000 customers one time are great, but the same customer that keeps coming back, over and over again, is one of the most valuable assets any organization could ask for. Loyalty carries the most weight. Your customers and prospects think the same way about YOU and YOUR products, YOUR services, and what YOU have to offer. So, keep that in mind and copy the ideas — no one is going to reinvent the wheel.

Content Management

Manage Your Content

What kind of website platform are you using? Do you know? Who hosts your website? Where is your Domain Name registered and who is listed as the Registrant, Administrative & Billing contacts? Who updates our website? What can they tell you about the framework of your site? How is the content managed or your site? These are all principal and edifying questions that are paramount to your online success. If you don’t know who or what built the foundation of your website, how can you build anything on top of that dependably? Content Management is all too important not to have much of an idea about it.

Many sites today are built on hosting platforms such as SquareSpace, Weebly or Wix. Some frameworks are open source for example WordPress, Drupal, or Joomla, as well as premium or enterprise CMS that include Shout, Craft, Agility, or a myriad of other available Content Management Systems. It is important to remember that content is more than just words or getting views on your page(s) and posts. Action is your objective.

Create content that creates action. Research the best times of day (or night) that you should be posting your content. Most analytics will help you determine the best times to post your content. There is also great value in researching the popular trending times of posts. Do the research or hire a reasonably-priced Digital Marketing Agency in Mumbai or any other part of the world. 

Vikrant Tamhane
info@brewmyidea.com


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