Tips for Creating a Successful Content Strategy
3. Create new content. Your marketing team may have a long list of content that needs to be created. Prioritize the most important pieces and reuse or repurpose existing content. For example, turn a technical whitepaper into a brief on best practices. If you need additional resources, recruit team members or hire freelancers who have expertise in your subject area.
4. Deliver content to your audience. You probably already know that the vast majority of buyers go online to find content, so that’s where you should focus your publishing efforts. Do the following:
- post all content on your website;
- place articles, whitepapers and videos on third-party sites your customers frequently visit;
- promote your webinars and whitepapers to your in-house email lists and through ads in industry-focused e-newsletters; and
- give presentations at online events.
5. Manage content moving forward. One advantage of publishing content online is that you can see how popular it is with your audience by tracking page views, clickthroughs, downloads and time spent with the content. Find out what your most popular content is and create more like it; archive the duds.
You’ll also want to come up with a simple system such as a spreadsheet to track all of your content. Add fields for audience, format, publication date, metrics on popularity, etc. Archive content that's no longer relevant or current.
Knowing and following these steps once a year can ensure your marketing team is ready to develop a successful content strategy plan.