It’s one thing planning a content marketing strategy, and it’s another planning one that’s effective. According to Joe Pulizzi, the one thing that’ll kill your efforts is boring content. In other words: you must do something different to show your readers why they should choose your business over your competitors.
To consistently create meaningful content, Usability.gov says that each piece of content should:
- Reflect your company goals and user needs
Refer to your content marketing mission statement regularly to stay in line with what you want to achieve and why.
- Understand how your users think and speak
Your client personas will help you decide what kind of language to use and how youthful / serious / academic / irreverent you should be in your content.
- Share content that’s useful to the audience
Nobody likes parting with their money unless they believe it serves them. So instead of just trying to sell your products or services, or sharing content just for the sake of sharing content, you should focus on adding real, tangible value to your clients by giving them insight that will benefit their lives – stuff that only you can tell them.
- Stay up-to-date and factually accurate
Update your content with new information when it becomes available. This will increase the chances of other websites and professionals using you as a credible source of information.
- Be consistent in your style and messaging
Develop a style for your brand, so followers become familiar with your tone and the type of content they’ll get from you.
- Be accessible and easy to find online
This relates to your position online, in search engines, and navigationally on your website. The easier it is for people to find your content, the more likely they are to consume it.
