Now that you have the preliminaries out of the way, let’s take a look at the nuts and bolts of your new digital content strategy.
Who is your target audience? This is one area where you need to really drill down, it impacts the entire course of your content! The broad, shotgun approach is rarely successful. Think about who your audience really “is” and what they want to read. Why do they want to read what you have to say?
Great, you’ve got your target audience nailed down, but that’s still a little impersonal when it comes to actually writing to, and not at, your readers. Create a few buyer personas and give them names. These are the people you are actually writing for. These are the people you are talking to.
How will your content factor in to your customer lifecycle? Ill-timed targeted can be a disaster. Whether you plan to use your content for lead nurturing, keeping existing clients informed or finding new clients, make sure you are saying the right thing, at the right time, to the right audience.
Before you can write all of this amazing content, you’ve got to have a solid foundation and that starts with a topic list. Hint: keyword research is by far the best way to develop topics and titles that your readers want to read!
SEO and content marketing are like peanut butter and jelly. The right mix and you have perfection. Too much of one or both and you have a mess. Lightly optimize the titles of your content and if it works add some keywords to your content. If it doesn’t err on the side of caution. Too much of anything is never a good thing.
Don’t forget the 80/20 rule. 8 out of 10 will read your title, and only 2 will click on it. Want better odds? Create winning titles that grab a reader and won’t let go.
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How will you be keeping track of your new titles, content in production and content that needs to be promoted? Having an editorial calendar and a schedule can lift you from the chaos.
That wasn’t so bad, was it? Creating your own digital content strategy does require a little bit of time, but this is time well spent!
Challenge yourself to sit down and create your own strategy right now. Remember, it doesn’t have to be pretty. It doesn’t have to be complex. All it needs to do is help you accomplish your goals and get started on the right path.
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