New year, new outlook – time for a new content strategy. It doesn’t have to be a formal document but we will give you a few of the basics that you can do as a foundation. Then once you have that sorted, you can work with us to take it to the next level.
Pick Your Channel
There are so many different ways of getting content out there: SEO, blogging, social media, video, newsletters/emails – but it all takes time. Not everyone has time, so keep it simple, pick the channel that is most relevant to your business. How do you do that?
- Visual Products/Services – If your business centers around visual appeal (think fashion, home decor, etc) – this is an easy one – social media like Instagram/Pinterest.
- Informational Services – If you provide a service that is centred around consulting, this is also easy – blog posts and infographics for your company blog is the way to go. At the end of every couple of weeks, package up your 2-3 favourite posts and share them via a newsletter.
- Motivation and Interactive – Business coaches we are talking to you here, anything that is person-2-person can be a webinar or video content on Youtube or TikTok. Impart the same level of presence you do in real life through video.
The temptation is to over extend yourself and try to do multiple. Don’t do it. Focus on one and just make the biggest impact you can.
Give Yourself a Goal
This is important because eventually you will either have to justify to yourself or your boss/managers the reasons why you are investing the time in effort in what you are doing.
We strongly advise everyone to keep this simple as well, set 3 KPIs:
- Engagement Rate – You want every piece of content to have at least 5% engagement, whether that be likes, shares, comments, clicks, etc. 5 out of every 100 people need to find it interesting enough to use their thumb. This is a nice easy number to report back as well.
- Web Traffic – the whole point of this is to get people to find out more about your organisation and the best way they can do that is by visiting the website. However the challenge is a bit more difficult, so you want to see an improvement of about 5-10% increase month on month.
- Enquiries/Sales – This is the money maker, actually generating business. This is also by far the hardest part and so this is where you need to be the most reasonable. We recommend starting at about a 1% conversion rate, but this will be the most fluid number which you will need to update everyone on regularly.
Make Content for People, Not Algorithms
Everyone talks about algorithms all the time, but in all honesty, if you are posting regularly and get good engagement – it’s not the end of the world.
Where we find the most success is creating content that targets a particular type of person in your core target market, and matching that with one feature. For example: If you were to sell handmade furniture, we would advise you to create a Pinterest & Instagram account straight away. We would then get you to pick 1piece of furnture and 1 audience. Then, let’s say we picked a dining table and then mums.
We create the content that highlights how amazing this table is to feed the family and also a nice show piece when people come around and also highlight the craftsmenship. Push it out and monitor the result.
If we were to pick that same table, but push it to a single male that is an executive – we would focus on the style and something to show off when people come around.
The best way to manage all of this is with a spreadsheet so fire it up and start coming up with some ideas.
We don’t have to harp on about how content marketing is a powerful tool. Just follow these 3 steps, you can not only reach your target audience but also engage and convert them into customers. Start the new year right, have a planning session or better yet – contact us – and you can create an effective content marketing strategy that will help you grow your business.