What characterizes a good content strategy?
Posted: Wed Dec 04, 2024 9:55 am
In particular, companies whose core business is not the creation of editorial content often ask themselves what content they should produce for their website. There are plenty of topics, but much of it is not interesting for customers or target groups , or does not help their own business.
It is therefore important to think about a content strategy. It answers various questions:
What topics should be covered?
Who is involved in creating the content?
When should which content be published?
Who is the content aimed at?
How does the content contribute to the company’s goals?
The more precisely these questions are addressed and clarified, the more targeted and therefore effective the content created will be.
Marketing-consultWhat topics should be covered?
For many companies, this is the most difficult question, at least at the beginning. Particularly for SMEs and in the B2B sector, possible topics are not always immediately obvious. For example, who is interested in an article about a certain screw thread or a new ventilation flap?
Storytelling can be helpful here. The focus is not on a specific product, but on a story or a specific problem that potential customers have and that can be solved with the product . This makes the content more interesting for users and puts the product in a different light. Of course, this requires a certain amount of creativity. Involving various colleagues who can contribute different perspectives can make it easier to find topics. Coordination between marketing and sales or people who talk to customers every day is particularly important.
Ultimately, it is about setting priorities (see also B2B content marketing needs controlling ). A few basic rules have proven to be useful
Good research and data about what the target group is really interested in - in all purchase phases. For example, use tools that show the behavior of potential A-customers who cannot have cookies set or who cannot be reached via marketing automation (see also Turning website visitors into leads and customers ).
Define and develop focus topics . Many companies have customers from Albania Phone Number Resource different industries and with different needs. It is better to prioritize one topic for a time. Focus topics are like a tree that towers over all the others and your company stands out in this topic.
Plan content but also react quickly to trends and news . Good content planning helps to obtain the necessary resources for good content. At the same time, keep your eyes open to pick up on current trends and news.
Who is involved in creating the content?
This question is very similar to the first question. Content creation covers the entire process from coming up with ideas to putting the content online. Basically, everyone who has something to say about a topic, such as a specific product, should be involved. This includes product management, project managers, and sales. Customer service also plays an important role because it can incorporate first-hand feedback from consumers.
When defining roles within the content strategy, it is very important to identify a responsible person or a team of several people who is responsible for creating and implementing the content strategy and who also drives it forward.
speedWhen should which content be published?
Various factors play a role here, such as product life cycles or seasonal aspects. For example, if a new product variant is about to go on sale, it should be reported in advance in order to arouse customer interest.
Depending on the industry, certain events such as trade fairs, conferences or the opening of new locations are also relevant. Companies that produce products for end consumers, on the other hand, often focus on recurring events such as holidays, Black Friday or Christmas. All of this should be included in the editorial plan, which should be an integral part of every content strategy.
It is therefore important to think about a content strategy. It answers various questions:
What topics should be covered?
Who is involved in creating the content?
When should which content be published?
Who is the content aimed at?
How does the content contribute to the company’s goals?
The more precisely these questions are addressed and clarified, the more targeted and therefore effective the content created will be.
Marketing-consultWhat topics should be covered?
For many companies, this is the most difficult question, at least at the beginning. Particularly for SMEs and in the B2B sector, possible topics are not always immediately obvious. For example, who is interested in an article about a certain screw thread or a new ventilation flap?
Storytelling can be helpful here. The focus is not on a specific product, but on a story or a specific problem that potential customers have and that can be solved with the product . This makes the content more interesting for users and puts the product in a different light. Of course, this requires a certain amount of creativity. Involving various colleagues who can contribute different perspectives can make it easier to find topics. Coordination between marketing and sales or people who talk to customers every day is particularly important.
Ultimately, it is about setting priorities (see also B2B content marketing needs controlling ). A few basic rules have proven to be useful
Good research and data about what the target group is really interested in - in all purchase phases. For example, use tools that show the behavior of potential A-customers who cannot have cookies set or who cannot be reached via marketing automation (see also Turning website visitors into leads and customers ).
Define and develop focus topics . Many companies have customers from Albania Phone Number Resource different industries and with different needs. It is better to prioritize one topic for a time. Focus topics are like a tree that towers over all the others and your company stands out in this topic.
Plan content but also react quickly to trends and news . Good content planning helps to obtain the necessary resources for good content. At the same time, keep your eyes open to pick up on current trends and news.
Who is involved in creating the content?
This question is very similar to the first question. Content creation covers the entire process from coming up with ideas to putting the content online. Basically, everyone who has something to say about a topic, such as a specific product, should be involved. This includes product management, project managers, and sales. Customer service also plays an important role because it can incorporate first-hand feedback from consumers.
When defining roles within the content strategy, it is very important to identify a responsible person or a team of several people who is responsible for creating and implementing the content strategy and who also drives it forward.
speedWhen should which content be published?
Various factors play a role here, such as product life cycles or seasonal aspects. For example, if a new product variant is about to go on sale, it should be reported in advance in order to arouse customer interest.
Depending on the industry, certain events such as trade fairs, conferences or the opening of new locations are also relevant. Companies that produce products for end consumers, on the other hand, often focus on recurring events such as holidays, Black Friday or Christmas. All of this should be included in the editorial plan, which should be an integral part of every content strategy.