3 Tips for Creating Your Content Strategy for a Growing Business
Expansion of your business should match your marketing in every form. Make sure you’re keeping up with your business.
PHOTO CREDIT: Getty Images
Succeeding in the vast world of content marketing is one the most pressing tasks in conducting business these days. In fact, a study by PointVisible found that 75 percent of marketers are increasing their investment in such endeavors this year.
While so many brands are working tirelessly to make waves in their industry with content, few are truly able to reach elite status.
As consumer mindsets and marketing avenues change by the hour, creating a growth-oriented content plan, sustainable for the long-term, is perhaps the most difficult part of the process. Here are three tips to help "future-proof" your efforts.
1. Keep Your Team's Vision Unified
While change is necessary for an evolving content marketing strategy, the general vision of your organization must be consistent throughout the entire process.
So much of your success depends on your ability to stay on top of industry trends and developments. Therefore, a strong culture of transparency and open communication are essential. The earlier you and your team develop a way to keep everyone's vision unified, the shorter it will take to find your bearings and start producing content that brings your brand to the next level.
Mostafa El-Bermawy, Head of Marketing at Workzone, a comprehensive project management software, works directly with a lot of marketing managers. He sees the potential of cross-department collaboration for success in marketing and online visibility.
"Content marketing is a complex collaborative process that often requires the involvement of multiple players inside and outside the marketing organization, from product and sales teams to designers and writers," says Mostafa. "For any strategy to be successful, you must ensure that your internal and external team is 100 percent in sync."
As your company evolves, your content (and everyone associated with it) must accurately reflect the vision to provide the audience with consistent brand messaging.
2. Emphasize Versatility
One of the primary goals of content marketing is to expand your reach to bigger and more diverse audiences; it's nearly impossible to grow a brand with a one-dimensional strategy.
Significant business development comes down to how well you are able to educate your audience on certain problems, showcase your expertise, and provide real solutions. This is by no means an easy task. While your company may have originally started with the intention of serving a very particular niche, the content you create must promote your brand in a light that shows value that is easily transferrable to a vast audience.
For example, Confirm BioSciences, a workplace drug testing service, knows the end result of what they provide is fairly universal (positive or negative). However, they use their content to educate people on the finer details of the task and how drug-testing programs require a special approach for each and every business.
"Many people assume drug testing is a one-size-fits-all type of deal," says Greg Kassardjian, Senior Marketing Manager of Confirm BioSciences. "In reality, there is so much that actually goes into picking a program that properly aligns with each business's goals and budget. For us, content marketing is how we inform people of the small details in the process, at the same time demonstrating we actually care about their goals."
3. Let Your Customers Inspire You
Ultimately, your customers are the ones who decide the quality of your content and how your business grows. To resonate with the intended audience, your messaging obviously needs to play to relevant interests that factor into your customer journey.
Sometimes, social media and web monitoring will only get you so far in finding the topics most likely to gain serious traction. To get the most valuable information, it helps to go straight to source for direct insights on how you can shape the future of your content strategy. Ideally, the outreach strategies you release should aim to answer broad questions specific to your brand or industry. For this purpose, Google Surveys and SurveyMonkey are fantastic tools to build questionnaires to be distributed across your various contacts.
Using the general information you've researched on trending topics, your surveys should work to pinpoint the deeper information as to what the major pain points are. This data will be influential in providing ultra-relevant content that speaks to the exact issues and concerns of your audience. This practice is one of the best ways to build trust and become a brand known for listening to customers.
If done correctly, your content should serve as a powerful supplement to business growth. As time goes on, you will likely be gaining all kinds of new leads and customers with various backgrounds and interests. In turn, you will need to find creative ways to appeal to all of them, in one way or another.