One of the fundamentals of a good content marketing strategy is that it should initiate a “two-way conversation.” Not only should your content be shareable, but should trigger discussions and encourage followers to comment.
The basic strategy of content marketing requires you to have a clear vision of your business objective. This will help you create viable web content strategies for engaging both your target customers as well as search engines — helping you generate better ROI by improving search engine rankings and ultimately the all important sales.
A successful content strategy always brings new insight to users. Your content must be valuable by educating or informing the audience on a deeper level. If you aren’t informative, or if your content is trite, your viewership will suffer.
Good content does not always have to be entertaining, but humans have an innate admiration for content that causes them to cringe, laugh, or cry. Content can be made more digestible if it’s entertaining and forms an emotional connection with an audience, even if on a very basic level. Users also tend to discuss and share content a lot more when it affects them on an emotional level. A successful content strategy should seek to produce and distribute content that is consistently shared by your audience, but that also can be shared easily.
Understanding what is appropriate, popular, or timely content for your target audience is another important hurdle to cross. An effective content strategy looks at all channels for distributing content and formats content to be channel specific. For example, although a video you produce may be relevant to your target market overall, think about how to modify content based on whether you’re distributing through your website, an on-demand video platform, or at a trade show. The time of day or the season can also play into your content strategy. A week early or a week late can make your content less relevant and make you look uninformed.
People like patterns. They want to find what they’re looking for, minus surprises. While it may seem that audiences yearn for a fresh approach, if you change too much or too often, user engagement will suffer from this sporadic inconsistency. This consistency pertains to your tone and voice as well. If you jump around too much and fall into a cycle of multiple personalities, your audience may find the content to be unpredictable and dizzying. A good content strategy lays out a repeatable system to govern content creation and publishing.