As a Los Angeles website design and digital marketing agency, we know that content marketing is big.
Perhaps you’ve been generating content for years and consider yourself a content pro, or perhaps you don’t even really have a handle on what your brand voice is – or maybe you’re somewhere in between. What you communicate and how your content strategy is structured can be confusing and complicated, but have no fear. Check out the three elements below to find out what might be missing from your content strategy.
There are a few important pieces to the puzzle of content strategy, and they’re each vital to the content strategy of any business, no matter how big or how small.
Branding: The Foundation of Your Content Strategy
Before you can even begin to start generating content, you absolutely need well-defined branding guidelines, whether you’ve got a flourishing, established company or you’re just starting to get off the ground with your small business.
Having a well-branded company is vital to the success of any brand. A logo that jives with your organizational image, a brand voice that’s consistent in all the communications you create, a marketing style that fits your business structure. These are all branding elements that need to be in line before you start throwing content out into the public sphere.
Branding, the literal foundation of your content strategy, can make or break the way stakeholders and potential buyers perceive what you’ve got to offer.
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Your Audience Has Wants and Needs
Understanding and knowing your audience’s wants and needs is an valuable piece to the content strategy puzzle.
Your audience is who hears, sees and takes in what you communicate. Your content strategy is consumed by your audience. That being said, you can probably guess that you need to understand your audience. How your audience acts, what they enjoy and care about, these are all important factors to understanding your audience and basing content off of this understanding.
The famously well-branded diner food giant Denny’s has their audience literally down to a science. They use the social platform Twitter as one of their heavy hitters for relationship marketing, and it has been a hit thus far. The diner chain tweets funny pictures, creates content aimed at making the masses hungry, and all of it is done for one reason: because Denny’s understands that a large portion of their audience is on social media and they all enjoy greasy diner food when they’re up late at night and hungry.
Goals: What Are Yours?
Utilizing goals can shape the direction your content takes.
There are a bunch of different reasons why a business creates content. Driving traffic, creating a social buzz or generating leads are among the reasons why content gets created.
Once you’ve identified your goals, you can more clearly define how you want to use your content to achieve your goals. Through doing this, your content tactics may change for the better. For example, if you’re aiming for brand awareness, you may want to explore traditional PR methods and media marketing. Brands utilize traditional media channels and press contexts when they’re aiming at simply getting the word out there about their brand. Maybe this is one of your goals!
Other content goals might focus on methods like paid advertising and targeted marketing like digital ads.
Identifying and understanding your goals will shape the direction of your content strategy. By having solid, well-defined goals, your content strategy will go in the direction you want it to.
Master your content strategy
So, there you have it. Your content strategy relies on these elements. Even if you’re not Denny’s and you don’t have a prophetic brand vision, you can still get a solid hold on your content strategy. By making sure you’ve got these elements fine-tuned, you’ll be able to produce content that’s both effective and works the best for your brand.