In today's digital world, you will see plenty of website content on the Internet. However, the website content that stands out is organized and follows a specific content strategy policy. In your office, there is a chance that your marketing team is producing content, but you need to get desired results. An established company usually has a blog, an ideal social media presence, and even created a podcast. What more can a brand do to get a better return through its content?
Your team is likely building content with a plan or direction. You must follow the relevant content strategy tips to make the most of your website. According to a stat shared by Team Lewis, content marketing results in thrice as many business leads as outbound marketing and a high conversion rate. However, creating an effective content strategy can only achieve business value. Being a marketer, you must strive to build high-quality content that gives a storyline. A quality content strategy ensures a good story we can share with the world.
What is Content Strategy?
A content strategy is an action plan related to content marketing activities, which ensures they achieve a specified business goal. Here are some of the elements part of the content strategy plan:
- Content planning
- Content production
- Content promotion
- Content tracking
- Search engine optimization (SEO)
- Videos
- Blogs
- Podcasts
- Social media posts
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If you have been into content marketing for a while, you must take your time to revisit and improve your strategy. Since so many businesses are following the relevant content strategy tips today, the competition is fierce.
Content Strategy Tips to Follow in 2023
1) Use Design Thinking
Design thinking is a solution that helps your company to take an empathetic approach to content strategy. It makes it easy for you and your team to develop a content strategy. It triggers your brand to visualize content from the customer's perspective. Hence, your team will understand their needs and develop valuable content.
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Two design thinking tools are essential to your content strategy plans, i.e., customer personality and customer journey mapping. Customer personality or personas are profile cards describing their potential goals, challenges, and recommended channels. They help you to narrow down your content according to the audience's interests and identify the proper channels to engage in.
On the other hand, customer journey mapping represents the steps taken before your brand embraces its business and the people belonging to its field. A journey map may help you connect with content strategists to determine the one that improves the customer experience (CX).
2) Foster Customer Engagement
Content can greatly influence customers to buy your company's products and services. However, you shouldn't consider your content as a sales pitch. Develop a content strategy to engage with customers because it fosters customer loyalty and enables your brand to build relationships with customers.
To foster customer engagement, your marketing team must create a content strategy and identify innovative ways to get your audience involved. For example, you can build user-generated content on your company's blog website, showcase customers' success stories in a webinar, or organize a social media campaign that inspires followers to share and comment on your posts.
3) Follow Brand Guidelines
When you think about what content you should produce and where to promote it, your marketing team must focus on following the brand guidelines. For example, Old Navy delivers emails with discounts so the customers can spin a wheel to reveal their mystery deal. This type of content reflects the brand voice of Old Navy. However, a discounted email may be separate from the brand guidelines for a B2B tech company that wants to maintain a professional tone. In this case, an email focusing on the industry trends can be a more promising option for the users.
Your company should give the vibe that everyone involved in developing content strategy should complete proper brand training. The people involved can be freelancers, in-house workers, or agency-based people. Customers always regard content with surprising elements, but they should not connect with things unrelated to your brand.
4) Take an Omnichannel Approach
According to statistics by Team Lewis, companies focusing on omnichannel customer engagement strategies retain 89% of their customers. On the other hand, companies needing this approach retain more than 33% of their customers.
However, an omnichannel content strategy isn't about publishing content on every channel possible. Instead, it would help if you created a content strategy that forces your brand to target channels where customers engage the most. For example, if your target audience involves customers from Generation Z, it would be best if you publish your content on Snapchat, as most people are between the ages of 13 and 24. However, many organizations tend to promote their content on Twitter, Facebook, and LinkedIn because a considerable percentage of the audience uses social media today.
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An omnichannel content strategy works best when all the content channels work efficiently. For example, promoting a webinar on LinkedIn increases registration numbers and boosts engagement with the audience. Similarly, infographics and case studies in your emails will urge your customers to click your call to action (CTA) button and generate more traffic to that piece of content.
5) Rely on Metrics
When marketers develop a content strategy, one big mistake is not defining KPIs. Although high-quality content is essential, your brand requires an objective method to determine what makes your content top-notch. Metrics ensure that your brand optimizes content for long-term success.
For example, your brand may understand that posting reports directly on social media platforms result in low impressions and engagement. The lack of impressions doesn't mean that your social media audience isn't interested in your reports. You should build infographics or promote blogs to specify your report and make it more digestible.
Although all the channels should work as a unit, some channels have different goals. For example, you can create and promote your blogs to improve your SEO ranking. Similarly, you create emails to nurture business leads with meaningful information. Hence, your marketing team must specify KPIs for every channel as part of the content strategy.
6) Test and Refresh
The right content for your brand's audience may take time. A/B testing is an ideal way to boost the speed of your procedures, compare different types of content and see what the best for you is. For emails, many platforms have built-in A/B testing options. For landing pages and blogs, Google Optimize can help compare different types of web content based on clicks and conversions.
If the channels don't have advanced testing options available, you can try one content variation the first time and a different version the next time. Although results may get skewed, it is an easy workaround. Marketing trends change from time to time. Your company should study these trends and work well to stay on top of the latest trends and explore new ideas.
Build a Professional Website on Strikingly
In today's day and age, you can get the best out of your content strategy by building a professional website. Strikingly is a top website builder that enables you to build a quality blog website within no time at all. Once you register on our platform, you will be part of our free plan, allowing you to build an essential website with all the necessary features for your content.
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Strikingly ensures that you have a quality website at your disposal and effective website content to match it. You can create optimized content and build a website with a professional look. Creating a website on Strikingly is as easy as creating a social media account on the Internet. You don't need to invest in any professional website developer to get your platform up and running.
Once registered on our platform, you can choose one of our ready-to-use website templates and customize it according to your plan. We provide a drag-and-drop feature to ensure that you assemble your content according to your plan.
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After building your website, you can add relevant content and implement your content strategy tips to attract worldwide audiences. We also provide you with an SEO checklist to optimize your website content to boost your Google ranking. You can also use website analytics to see how your content performs on the Internet.
Conclusion
Being an experienced entrepreneur, you can use the relevant content strategy tips to improve your content and boost your online presence. Remember to maintain an exquisite brand voice. If your target audience is interested in something other than your plans, you must build a customer-focused content strategy. This type of content is related to their difficulties and problems.
Although the Internet and technology continue to evolve, you must keep track of the fundamental principles. You must develop a content strategy based on relatable and satisfying data. Afterward, you must build a professional website to match your supported content. Building a high-quality content strategy may require patience, but your efforts will eventually be rewarded with increased revenue. If you cannot build your website on Strikingly, you can submit your queries to our Happiness Officers immediately.
