How to propose a basic content strategy

How to propose a basic content strategy


One of the most common problems faced by an SME or a recently created company is the lack of time and resources to devote to online marketing, and more specifically to content marketing.
Likewise, the growing competition in the online world can present difficult situations for companies that are doing well in the offline world, but that are overwhelmed online due to lack of experience.
we want to help you with some simple tips that will make you plan better and, therefore, increase your chances of success thanks to content marketing.

Although you have no idea if it is an impossible or too easy objective, the total absence of objectives will cause your actions to fall on deaf ears, since you will not have what to compare them with.

It raises objectives (be it visits, leads, brand mentions, sales, etc.) and after a stipulated period of time, review them, draw conclusions and propose improvements.

If you google SMART objectives you will find very good definitions of how a goal should be so that it can be taken for granted.

Sometimes, with the illusion and desire that you have when you start something new, you may be tempted to start working like a madman without having defined the bases and what you want to measure.

It is a serious error that you must correct by marking the objectives first.





Who are you going to address?

The content marketing plan of your company has to be planned based on your buyer person.


Give it a name and try to put yourself in its place: what do you like? Where do you buy it? Where do you report? Do you have a family?

The different types of contents that you can elaborate, depending on the type of need or answer that you are going to give, can be classified as follows:

Top Funnel: this is the part in which the relationship with the user begins. Users that reach these contents may never become clients, but at least they already know you and have been able to start a relationship with them. With this type of content TOFU (Top Of Funnel), it is about getting the maximum amount of traffic possible and getting your buyer to relate that type of content (useful and quality) with your brand.
Middel Funnel: in this part of the conversion funnel users are already interested in your product or service. They have to generate informative contents and that they present a proposal of unique value. Emphasis must be placed on the quality of the product or service sold to take users to the bottom funnel.
Bottom Funnel: where the purchase is finally generated. At a generic level we can say that between 2 and 5% of total traffic will reach this point (although this can vary substantially depending on your business). The contents of this stage should be focused and focused on getting the conversion, since we are targeting users who show a real interest in the purchase.



Research and improvement


If you have already defined your objectives and know who you are targeting and through what content, you will need to improve those processes through constant research.

You can start by focusing on what things you can improve, and then investigate what the competition is doing and how it is working for them.

Looking at what the competition does will give you ideas, both to copy them and to improve their processes. Are you using landing pages? Pop-ups with registration form?

In addition to direct competition, it is also interesting to take a look at what industry leaders are doing. Look for the vertical supports that speak of your industry and study how they generate content and connect with their audiences.

Content marketing may seem overwhelming at first. An investment that will not return results in the short term, but that well executed, will do so in the medium and long term

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