3 Key Features of a Successful Content Strategy
Having a content strategy for your business not only keeps you on-track, organized, and keeps your content valuable, but it also helps you to create content that is easy for your audience to navigate through and digest. Strategy is what brings in readers, subscribers, and sales. So, if you haven't created a content strategy just yet, I suggest start brainstorming on these three things before you get started.
Here's 3 key features you'll need inside your content strategy:
Although you have a very specific audience, they are not robots - they are people and they are all different in their own way. Creating personas in your content strategy helps you to never forget who you are creating for. The people in your audience may need different things, react different ways, and be at a different point in their success.
For example, if you are a designer, Betty may be a 50-year-old grandmother who needs a website designed for just so that her customers have a place to learn about her business and by her handmade purses. Jill may be a 35-year-old mom who is looking to get a website designed, but will also need a blog, a shop, social media sharing integration, business cards, and more.
You have to make sure that you are creating and promoting content that adheres to the 2-4 different personas your audience consists of. The number one rule in ANYTHING in life is to know your audience.
This is one of the best ways to crank out content in bulk. Give your content a theme of the month and discuss that one topic each week. Not only does this make your content easy to follow and digest for your audience, but it also keeps them on-track and waiting to see what's next. It's sort of like taking a class for a college semester. Pump out content in "semesters" to make it easier on yourself and your audience.
- Figure out 3-4 themes within your niche
- Give each theme 3-4 bullet points
- Discuss one bullet point per week
3. Sales Path
This will probably be one of the most important integrations into your content strategy - navigation. Your content needs to easily direct your audience where they need to go in order to convert them into a customer client. Don't rely on "well, obviously..." kind of thinking. Don't assume that your audience knows what to do next. Even if they do, having you actually say it gives them an extra push to ensure them they are going in the right direction.
Assume that your ideal reader doesn't know who you are. Where would they most likely find you? (Let's say social media)
Once they've followed you, how will they most likely end up at your website? Once they're there, what piece of content should they be engaging in first? And, so forth.