If you don’t have experience in content marketing it can be a lot like looking at a specific problem with lots of moving parts. A problem that baffles your brain when you try to fit all the pieces together. You mentally (or literally) lay all the pieces in front of you like a puzzle. Take a step back, put your hand on your chin, while trying to work out a plan of action that will lead you to a solution.
That’s what a content strategist does.
Maybe you’re a new business trying to gain traction while building your clientele. Perhaps, you’ve hit a plateau in your sales or maybe you’re a company looking to up your marketing game. Whatever the reason, if you’ve heard about content marketing but you don’t already have a content strategist then this article is for you!
A content strategist looks at everything about your business. We take into account your brand’s message. Both what it currently appears to be and what you want it to be.
We look at all the content you have already created.
Items like blog posts, newsletters, articles, email campaigns, the list goes on and on. We dig through them, sorting the content that is outdated from evergreen content that can be recycled. This includes all your social media posts and looking at each platform you use.
We are research masters. We research keywords, your competitors, your target audience, and various industry trends. Then we apply that knowledge to all the content we’ve sorted.
Take a moment to think about that, all the content you have as a company. Every email newsletter, every blog, and social media post. Not to mention every page of your website.
We call this process an audit.
Your Content Road Map
Clearly it’s quite the undertaking the first time we do this; but once we’re done, we’re able to piece it back together in a way that makes sense. We implement a strategy to make your content work for you.
Following the strategy is like following a road map. It gives you a path to follow and keeps you on track, helping you achieve your business goals. Whether it’s improving your ROI (Rate of Investment), increase your qualified leads or your conversions. On the flip side, it also lets you know what isn’t working.
If your plan isn’t working then it’s like taking it to a repair shop. You run some tests, tweak a couple bolts here and there and then try it again.
It sounds like a lot of work, I agree. But the good news is that I’ll be the one doing it for you, while you can handle more pressing matters.
Once your content strategy is up and running, it can run like a well oiled machine with minimal maintenance. And since content marketing gets three times more leads than paid search advertising, you can roll in all the money you’ll save in the long run. Know why? Because 47% of buyers view 3-5 pieces of content before engaging with a sales rep.
If You Write It, They Will Come
Your prospects want information, not a sales pitch. They want to make their decision on their own by learning about your business, what you do, and why you do it. They want to evaluate you, compare you, and ideally, return to you.
This can’t happen if you’re pushing your products or services in their faces. When you provide your prospects with all the information they want, it allows them to come to you.
The last thing I’ll point out about having a content strategy and doing content marketing is this: You’re either in, or you’re out. There’s no in-between. If you think maybe you’ll dabble in it or give it a mild shot, you’re going to fail. I will tell you that right now. But if you want results, if you want to reach your goals, and if you want to do it while saving money. Jump in the car. Let’s go for a ride.