What is a Content Strategy & Why Do You Need One?
Well, quite simply, what you are reading now is part of our content strategy.
Blogging is generally the largest single element of a content strategy, the creation of interesting, engaging and useful content for your target audience to read and digest. If you are reading this, then you may consider yourself to be one of our target market.
A content strategy is a plan for the kind of content you are intending to produce, when you are planning to produce it, what the messages will be, what the calls to action will be, where you will share that content, who will produce it, who the target audience is and how you will reach them.
The reason you have heard the phrase Content Strategy before is because, these days, it is the most vital part of SEO – the dreaded work of optimising your website to appear higher in search engine results!
Why is content so important?
Google’s latest large-scale algorithm update moved content to the very front and centre of it’s mantra. Google now rates the content on a website above and beyond any other metric by which it determines a website’s position in its search results.
Therefore, your content on your website is the one thing you should focus on above and beyond all else. As it is the single most important element that will determine your website’s search engine performance.
Why have Google decided to focus on content?
It is rare to get information from Google that paints an entire picture. But, simply put, the focus on content is down to one key factor – it is the one thing on your website you can’t fake. You cannot act like you have more content than you really do, you cannot post more blogs than you actually have.
On the other side, from a user perspective, the content on your website being more varied, more informative, more regular and more useful is always going to add value and make them more likely to engage with you.
What sort of content do you actually need to produce?
This is usually the point at which there are blank faces and the falling of many shoulders.
What on earth do you write about?
But there is some good news, you don’t have to be a qualified journalist to produce good content. You don’t have to be an experienced writer to create something engaging that people will want to read. You already have the tools at your disposal – the expertise you have in your field.
Just write about what you know, your expertise is what sells you to your customers.
The best advice I can give on this is; What are the questions you get from virtually every customer you talk to before they’ve paid you? There will be some, there always are. The FAQ’s of your business.
Remember that these are the things you are already answering for free anyway. So, start there, blog about those. Write the question and write the answer. People will and do Google questions – if you’ve written a blog which asks and answers that question there is a good chance they will find you. It could be the difference between them coming to you or going to a competitor.
Keep an eye out for social media trends and hot news topics that can relate to your business and write about those. Jump on the popular bandwagons and you give yourself an increased chance of being seen. It might sound a little silly, but it works!
How do you write the blogs and the articles?
This blog is not written by a professional writer (a semi-pro writer is what might be the best description). But we try to write all of our blogs in an conversational tone, we try to write them in the way that we would talk with a customer. This is something that all the most successful blogs do.
Your blog is your opportunity to get the personality of your business across to your customers. Giving your brand a human voice and a tone that resonates with your readers. People usually buy from people, so your blog needs to sound like a person.
No one wants to feel stupid or overwhelmed. If your blogs are crammed full of technical terms and jargon customers are unlikely to understand them (unless you’re in a very technical sector where your customers are always going to be very savvy about the technical terms in your product/service). If this isn’t the case then the best you can hope for is they will simply stop reading it. The worst case is they’ll leave your site and look for simpler answers and you’ve lost them.
So, you’ve written some blogs – how do you get people to read them?
This is where another dreaded term comes in – social media. This is part and parcel of your content strategy. As explained above, part of that strategy is how you will distribute that content. And social media is the simplest and best place to do that.
As a small business of any kind needs to use social media to spread brand awareness. Social media is where a large number of your potential customers spend a very large amount of their time – fact. Your existing customers are there too, as are their friends, colleagues, acquaintances and families. There’s a very good chance they’re going to know someone else who might want your services too.
So, you cannot pick a better place to distribute your content than social media.
Need some help getting started with content distribution or improving your social media reach? Why do you download our free e-book “How to set your social media on fire!”?
Written by Alex.S
Digital Marketing Consultant & Keynote Speaker @ Dragonfire Marketing