Really? 50% of Marketers Do Not Have a Content Strategy?
This is according to Dave Orecchio of Bristol Strategy. He published their findings in a blog post titled…
Who is This Good News For?
For those of you who get with the program sooner rather than later.
Think about it. If most companies don’t get the value of this, there are fewer people crowding the blogosphere and those of us who do get this have fewer websites to compete against.
What Exactly is a Content Strategy?
a careful plan or method for achieving a particular goal usually over a long period of time
the skill of making or carrying out plans to achieve a goal
Just apply this definition to your Content Marketing. It’s the plan you execute against to attract your audience to your website and convert website visitors into leads.
What This Means is Most Businesses Are Winging It
And with all the bright people working in marketing, this is surprising.
What Makes for a Good Content Strategy?
You start with what makes for a good marketing strategy, then wrap it in Content Marketing.
You start by answering a few questions that are simply in concept, but can be surprisingly difficult.
#1 Why Are You in Business?
According to Simon Sinek, companies who understand and teach their “Why?” are more successful than companies who don’t.
A TED Talk he gave on this very topic is below.
#2 What Do You Sell?
When answering this question, be high level. Do you sell car repair services? Or do you sell worry free reliable vehicle ownership?
#3 Who Do You Sell To?
Nobody sells to “everybody” or to “all [fill in the blank]s”. Nobody. If you say you do, you’re wrong.
Ask yourself who lives are positively affected the most by what you do? Then ask yourself of that group who can afford your services. That is who you sell to, whether you know it or not.
#4 What Buying Decision Process Do They Go Through?
Their buying decision process is your sales funnel (once you flip it around). If you don’t know what decision process your customers go through in the course of giving you money, ask the last several who did.
Those Answers Guide Your Content Strategy
Once you’ve figured out why you do what you do and who you do it for, you start publishing articles and stories on your website that you believe will be interesting and useful to that group of people.
What works best is to provide a bit of an educational experience to your desired audience on your website. It doesn’t have to be fancy, it doesn’t have to be elaborate. It has to be useful.
Figure Out What Questions They Have
In the time you’ve been in business, people have asked you questions. If you have a short list of questions, sit down and think what questions you think your prospects may need to know.
And Keep On Publishing to Your Blog
Then you (or someone else on your team) becomes a sort of journalist, looking for stories that you believe will be interesting and useful to your desired audience.
And publish one or two a day.
Over time you’ll see more and more people finding your website via organic search.
Overlay Your Sales Funnel onto Your Website
You do this by Calls to Action (CTAs) that walk your website visitors through your sales funnel (which remember is their decision process).