With engaging content, you can do all these things and more for your business. As we enter 2022, it’s important to put a content marketing strategy in place to help you start the new year off strong!
Before you can jump into action with your content, you need to lay the groundwork by determining the following:
Identify Your Audience
The first thing that you need to determine is who your target audience is for your content. You also want to look at how many different audiences you will need to create content for. Your business may have more than one type of customer, so you can create a content strategy that will suit more than one type of customer.
From these sources, you will want to look at the gender, age, location, education, and income of your audience. You will also want to reach out to your customers directly to learn their needs and challenges and how they feel about your current content. This will give you an accurate audience picture and will help you as you tailor content to meet their needs.
To cater to more than one audience, you can utilize the various content types and channels to deliver content to specific audiences.
Identify What Makes You Unique
With your competitors selling similar products or services, you need to make sure that your audience understands what sets you apart from other brands. You want to focus on what makes your company unique compared to the competition.
Maybe you have been in business for decades, are an industry leader, or maybe your brand voice stands out. No matter what makes you stand out, you need to use it to show customers that you’re the best choice. You will want to prove that not only are you worth buying from, but you’re also worth listening to. Once you’ve determined your unique traits, you can use this message in your content.
Determine What Problem Your Product or Service Solves
Typically your product or service will solve a problem that your target audience has. With your content, you can instruct and educate your customers on how to manage the problem using your products or services.
Your content strategy will work to cater to people who are figuring out what their problems are and customers who are using your services or products to overcome their problems. You will use your content to reinforce the solutions that your products or services offer and to gain trust and credibility with your audience.
Choose Your Content Formats
There are a variety of content formats out there. You will need to choose the formats that your audience is consuming. Before you jump into video content or podcasting, you will want to first determine where your audience is. This will help ensure that your content is reaching the right people at the right time.
From blog posts and social media posts to webinars and infographics, the possibilities for content are endless.
Research where your audience is to determine which formats will work best to effectively engage with them. The best format will also depend on where in the buyer’s journey you are hoping to engage with them.
You also want to consider where the audience will be viewing the content. IF they are likely to be viewing content from their mobile phone, then a video will work best, whereas if they are viewing content from their work computer, a blog post will work well.
Determine Where to Publish Your Content
Now that you’ve chosen your formats, you will need to determine where the content will be published. You can post blogs on your website or social media posts on your Facebook and more! Where you publish your content will depend on where your audience is consuming content.
If you have an audience that prefers long-form video content, then your content will thrive on YouTube, whereas if you have a younger audience, they may respond better to content posted on Instagram.
Again, you want to make sure you are choosing channels that will reach your target audience.
Plan Out How You Will Manage Content Creation and Publication
Once you know who your audience is, what format they prefer, and where they prefer to view content, you’re ready to determine how you will manage your content creation and publication. Before you can execute your content plan, you need to know who on your team is creating content and what they are creating, where you plan to publish the content, and when you will take the content live.
If you have a smaller team, you can serve as the decision-maker, whereas a larger company will need to collaborate with multiple content teams to get the job done. We recommend planning out your content calendar based on topics. This will make it easy for you to establish a clear direction while also providing clarity on your company’s message.
With a great plan in place, you can establish authority in your industry as time goes on.
At Higher Images, we can assist you in creating an effective and engaging content plan for 2022 and beyond. We will work closely with you to learn your marketing goals, create a buyer persona, and help you create engaging, search engine optimized content that will reach your target audience.