1. What you’ll learn
Why you don’t want to be a braggart
Creating a content marketing strategy
Steps to write your road map
2. What not to do
No one likes a braggart.
You know, those people who turn on their megaphones at social gatherings of all colours and flavours and talk themselves up until they’re all alone on top of the Everest.
No, Candide. I'm not talking about sharing good news in a healthy way. I'm talking about hard-core, unwavering, relentless, mind-numbing boasting. They brag about themselves, their partners, pets, friends, acquaintances…
You can’t help but feel compassion because, behind so much yelling, there’s usually a dash of insecurity. At any rate, it’s the kind of people that make me keep my distance, but that's a story for another blog.
Here's the thing. The constant boasting of the braggart is as repellent as an insecure marketer shouting their products’ features to an audience who couldn’t care less.
Just like you probably wouldn't buy the boaster's speech (I assume and hope) because being a good person is more important than possessions, you also wouldn't buy from someone who's shoving a sale down your throat while screaming how great the product is, whether you're interested or not.
Knowing who you are talking to, what you're saying, how you're saying it, and what you want to achieve are key elements of a content marketing strategy.
3. Your first content marketing strategy
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Back to business.
Now, what is a strategy?
Put your wand away, Merlin, because there’s no magic involved. Talking about strategies doesn’t mean easy solutions or general tips and tricks.
A strategy is a careful plan or method. In content marketing, it’s a road map to get what you want for your business and your audience.
As the CMI explains, your content marketing strategy is your “why.”
So, why do you need a strategy?
According to a recent report, 80% of respondents who believe their content marketing works well have a documented strategy. If you need clarity amidst so much noise, having a tailored strategy for your business can't be a bad idea.
3.1. Steps to create your road map
I’ve read different theories and seemingly progressive thoughts about creating a content marketing strategy. No need to reinvent the wheel. Basically, they’re talking about this using other words:
Your audience. Who are you creating content for? Where are they? What do they want and need? What are their challenges and pain points?
Purpose and goals. Why are you creating content? What do you want to achieve? What is your timeline to achieve that?
Content creation. What are you saying, how and where? What’s the budget for all this?
Distribution. Get your content out there.
Analytics. How you doin’?
Adaptation. Keep up with the times, McFly.
This is a good place to start, but every business is unique, so your road map may not look the same.
More insights on every step coming soon.
Remember: one message, one post. It should be your mantra too for your content creation process.
4. In a nutshell
A content marketing strategy is a road map you follow to create high-quality content that matches what your business wants and what your audience needs.
Defining your audience
Purpose and business goals
Content creation
Distribution
Track analytics
Adapt and evolve
Wrapping up this chapter.
Stay curious, keep sharing.
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