Sign up for free access to all content featured on B2B Navigator.
The first step in creating and promoting content to increase awareness and engagement in your company, brand, or product is your content strategy. As with all forms of strategy, content strategy begins with defining your goals, and determining the steps to take in order to achieve these goals.
In a marketing context, content is directly or indirectly promotional. Content may be many things, such as a funny video, a game, a blog, television spots or print ads.
Creating effective content begins with a strategy. Strategy leads to content creation and publication, and then a review process to gauge the effectiveness of your content. Content is generally attached to a campaign.
Content strategy is the vision of what you want to accomplish, and how to accomplish it. It defines the guidelines for content creation and promotion. Strategy begins with definition; the who, what, how, and why. Who is your audience, what is your product, how do you want to promote your product, and why is your strategy the most beneficial and relevant?
The are some general steps to take when creating any strategy. It is often best to look at the current strategy, and determine its effectiveness. What is your current content and how does it perform, what are the strengths and weaknesses? Perhaps the most important step is fully understanding and defining your audience; who buys the product, what are their interests, wants, needs, attitudes, ages, and income levels, for example. It takes research to understand your audience, on your current clients as well as prospective leads. Understanding your audience leads to defining what sort of promotional content will engage this particular group of individuals. The next step is to make some creative decisions on the type of content to create, and how to create it. In the end you can measure the performance factors of the new content in relation to the old, by measuring metrics such as interest, exposure, shares, and likes for current, past, and future content.
When strategizing content, it is a good idea to consider the tone and style as related to your company, product, and audience, as well as current trends, cultural shifts, and attitudes and how they may be significant for your audience.
As a subscriber, you get fast, uncluttered access to more than 5500 articles and resources (and growing) - only about B2B marketing and strategy. We do the searching for you and take you straight to the source.
Do you write great B2B marketing and strategy content? Make sure your content features on our site. Tell us about it.