Digital content allows potential customers to discover and engage with you organically. Content can be an effective tool to educate, train, and teach customers. 5 ... An important part of an effective content strategy is it’s integral linkage to a digital framework. For example, the publication of a new whitepaper or research report could generate several weeks’ worth of blog posts that each share details or small nuggets of data from the complete report. Be realistic. Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website. Put simply, content strategy is doing your homework and content marketing is presenting it. A customer support strategy would have its success measured along the lines of reducing support tickets and, ultimately, retention. It’s not having a blog, even if it’s full of great content. Here are a few pieces of content in their cluster that show how well they’ve covered the topic. Chances are, you’ll find that it’s a more slippery concept than it initially seems. With a robust internal linking strategy to go along with all of this content, ISSA makes it easy for users to get the information they need and take a clear next step. It’s just content. The content which is captured represents the raw materials. You need to use a variety of content strategies to cover a broader market share. The sales funnel still exists, but the downward force that gets people through it isn’t just ads and sales meetings. If you’d like to use this method as a foundation for your next content marketing strategy, you’re totally welcome to grab the template! It’s not putting out a one-off content piece here and there based on sales or product teams’ requests. Defining Your Content Management System Strategy. Here’s what that looks like. Content … These can then be analyzed, codified, disseminated, queried, searched for, retrieved, and reused. Create separate tabs for each kind of content you publish, such as blog posts, webinars, ebooks, videos, etc. Creating a business strategy that's in line with the vision you have for your company takes time and development. It’s not just building an editorial calendar, writing content, and publishing it. Once you’ve established your core objectives, the “how” of your content strategy is honed by asking simple, yet vital questions. But before you read this, try to define what content strategy is. The right content for the wrong purpose won’t drive consistent results. As a content strategist, it’s your responsibility to know the larger goals you’re contributing to and why. In previous posts I’ve defined the concept and provided use case examples for a variety of industries. 2. Content strategy is the ongoing process of transforming business objectives and goals into a plan that uses content as a primary means of achieving those goals. We often use 2 main types of strategy: one for selling content strategy into an organisation and one for organisations with a more mature editorial model that just need the strategy itself. You must understand the difference between strategy and tactics when putting together a content strategy. That’s why it might be best to think of content along several different lines. Certified Personal Trainer – Self-Guided Study Program, Certified Personal Trainer – Fast Track Program. While there are certainly other content management systems in existence, WordPress maintains over a 38.8% market share on websites with a known content management system. Digital is quickly becoming or more likely has become your organization’s primary communications, sales, marketing, channel of choice. Please try again. Be confident in your pursuit of better content. Blogs Web based platforms for publishing posts that resemble a magazine article in web format. How will we distribute content? Maybe your content team can put together a mean blog post but lacks the skills to create high-quality videos. Jeff is a senior digital and marketing executive with a track record of executing growth strategies that result in bottom line results. Content strategy and SEO often work hand-in-hand, and rightfully so. Once we understand what content is, we can start to understand what it means to have a content strategy. Before we dive into what content strategy actually is, it’s worth understanding what we mean when we say “content.”. You have The Elements of Content Strategy to light your way. © Copyright 2020 iMedia Connection. It’s done by producing a ‘pillar’ page on a core topic along with multiple additional content pages related to that topic. Examples of supply strategies include project databases, skills inventories, and document repositories. Once you’ve got a strong foundation, a great next step is to watch some of our content strategy, SEO, and AI-focused webinars to get some tactical tips. See the webinar for an example of each. That’s why you need to cover the entire journey – anyone who enters your site should have a clear next step they can take no matter where they are in the funnel. He is a skilled visionary experienced in leading multi-million dollar strategic initiatives that defines new ways... One example of a successful content clustering strategy is from ISSA, a provider of personal trainer, nutritionist, and fitness instructor certifications. A business strategy is a powerful tool for helping you reach your business goals, defining the strategies and tactics you need to take within your company. As the diagram below shows, it starts at the top, driving awareness of your business through content that targets searchers who want to answer questions or solve a problem. A marketing strategy plan, like quality management plan examples, ensures that the company adheres to the standards that are set in relation to the activities that it will execute.Marketing programs and processes where a variety of stakeholders will be involved in needs to be guided by a marketing strategy plan so there will be a smooth flow of the implementation of call to actions. Content for SEO purposes gets the lion’s share of attention, but don’t ignore the “Post-Purchase” phase. 77 Sleeper St One Seaport Square, Boston, MA 02210. Every strategy we do is very, very different but this, hopefully, will give you an idea. Content strategy is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry. What are the KPIs for each type of content we publish? Download this content marketing strategy template for yourself! Content isn’t just for prospects; it’s just as necessary to provide useful content for customers. Strategy leads to execution. Post-purchase content may not be flashy in the sense that it attracts traffic and social shares. 6 awesome LinkedIn content strategy examples November 12, 2018. Content not only includes the words on the page but also the images and multimedia that are used. LinkedIn is home to 40 million B2B decision-makers and 61 million senior-level influencers. If you have not set your goals, you will struggle to create a strategy template. U-M’s strategic plan is a great example of an easy to read strategic plan. From there, finesse the responses into a single statement. Also, remember that each target persona consumes content differently, so you have to identify the best platform to reach them. You can’t start this process without knowing what you want to accomplish. Purpose: to make money/to stay in business 2. The short answer to this question is that you’ll be directionless without a content strategy, chasing whatever new shiny object enters your line of sight. In other words, it requires systems and repeatable processes for creating and managing content in a way that can scale. It also allows your support teams to focus their attention on high-value clients and more significant issues that content alone can’t solve. It also has to make sense in the context of the target audience you want to reach. Most of the businesses we work with at MarketMuse are looking to increase organic traffic and leads generated via content while lowering their Customer Acquisition Costs. If you’re in that group and have been wondering how to create a content strategy for your business, we’re here to help. Click here to request a verification email. The platform also is Fortune 500 companies’ social media channel of choice. If you’re reading this, you probably already have some involvement with content in your business. Some people will enter your funnel already solution-aware and just want to know more about your solution. That’s why we produced the content like: Our sales team can send these over to prospects who want to understand how to make sure MarketMuse fits into their processes they’ve already built with other tools. Can You Do Personal Training Without Certification? As they search for topics and concepts relevant to what they want to do or know, they find you and dive deeper at their leisure. A content strategy can either be about a brand's journey to land a customer (useful when a brand is new or has lost its way), or a content strategy can be about a customer's journey and how the brand can help. Content strategy focuses on the planning, creation, delivery, and governance of content. But as search engines (and let’s be serious, we’re mostly talking about Google here) evolve, they’re putting increasing emphasis on serving users quality content that satisfies their search intent. Once you’ve established your core objectives, the “how” of your content strategy is honed by asking simple, yet vital questions. The right content for the wrong purpose won’t drive consistent results. The fact is that the content lifecycle needs to start somewhere. You will be logged out in 60 seconds. WordPress, which we showed you above, is the best example of a popular content management system. We’ve successfully used content marketing to grow our own traffic and boost conversions since OptinMonster first launched in 2013, and we want … Anyone can join our community and start asking and answering questions. For more on content strategy and SEO, we have a selection of vertical-specific guides that go more in-depth on building content strategies. Others may not have the slightest clue they need a solution at all and are searching for answers to a problem or question they have. For example, at MarketMuse, we want to reach content teams, SEO teams, and digital marketers. How to Become a Certified Personal Trainer, How to Start a Personal Training Business – The Quick Guide. Your current landscape is … All rights reserved. Sales enablement content is content that a sales team can use to educate prospects and help them build a case for purchasing your product or service. Why Is It Important to Have a Content Strategy? Develop a thoughtful content strategy and set a publishing schedule you can stick to; Track your progress and adjust your plan as needed ; Bonus: Get a free social media strategy template to quickly and easily plan your own strategy. Your login information is incorrect. This content marketing strategy helps businesses generate more leads because it improves their brand awareness online while also providing high-quality information that helps customers make smarter purchasing decisions. While the approaches to content and content strategy will differ for B2C marketers and B2B marketers, a baseline understanding of what we mean when we talk about content strategy is industry-agnostic. A content management system (CMS) is a tool for creating and managing digital content such as documents, text, web pages, videos and images. It is very short at only 5 pages and uses graphical elements to communicate goal alignment. It’s just content. Now in its third year, this research provides a snapshot of how marketers are using technology to help create, manage, deliver, and scale enterprise content and marketing, as well as how their teams use it to more precisely target and engage audiences across the customer journey to provide memorable experiences. The Digital Revolution is accelerating market disruption and forcing organizations to transform or die. What Is a Content Strategy? Business goals encompass the entire company. A content management strategy allows system integration, business intelligence, and process management (all powered by a foundation of quality information) to work together to discover, analyze, and deliver insights in user-friendly formats (e.g. Just click the link below to grab a downloadable version of the template. Content Strategy for Customer Success and Support. Selecting the right partner can help ensure that you make the best choice for your company. Anything we post on that topic would quickly lose relevance for our audience, even if it is sound. You’ll find ways to optimize your workflows. The reader can very quickly get an understanding of what initiatives have impact across the university while at the same time understand how individual initiatives apply to a specific goal area. As they begin to identify your product/service as a possible solution, they want content that helps them make the best decision to ultimately make a purchase. Any definition of “quality content” has to take this into account. Strategic management can help companies reach their goals. For example, you could write out the steps of changing a tire, but including images would make it a lot clearer. It’s a means of showing your expertise and awareness around things your target audience cares about and building trust with them so that if they decide to make a purchase, you are front and center. Content strategy guides the creation, delivery, and governance of useful, usable content. Share. What do we want our content to accomplish in … until you have a clear idea of what business objectives to which you can map content. Content Strategy for HealthcareContent Strategy for Professional ServicesContent Strategy for Startups. For your stakeholder meeting, print at least one template per participant. Content Strategy for Professional Services, How to Get the Most out of Ahrefs With MarketMuse, How to Get the Most out of SEMRush With MarketMuse, content strategy, SEO, and AI-focused webinars. We don’t publish content about social media marketing because it doesn’t align with the use of our product. So if you have something specific you want to discuss, that’s the place to do it! —Kristina Halvorson Author, Content Strategy for the Web It’s also why small domains can punch above their weight with authoritative content clusters that rank highly for competitive terms. Many definitions of content focus too much on the information and not on the rest of the elements. This wheel represents the cycle of content strategy and execution. The role of the content strategist is to develop a roadmap for how content can contribute to achieving defined business goals. “Content” is a single word loaded with different connotations and meanings that depend on its context. It shares common ground with user experience (UX), interface design, web development, SEO, content marketing, public relations and traditional “offline” marketing. Hold it high. How can we ensure our email, influencer outreach, and social media content strategy supports our overall content marketing effort. What do we want our content to accomplish in pursuit of our business goals? In addition to a blog with useful VoIP, sales, and customer success tactics and tips, Aircall has a robust Knowledge Base that customers can use to search for answers to specific questions about the software and phone systems. A content cluster, or topic cluster, is a way of organizing content on a website into topically related ‘clusters.’. Content strategy refers to the management of pretty much any tangible media that you create and own: written, visual, downloadable — you name it. Apart from that, a study from [11] established the strategy for enterprise content management should include the technology (namely the system), reusable content, and process. It’s not something you deliberate on once a year or once a quarter. Real World Examples of Succesful Enterprise Content Management Strategies 1. Not everyone starts at the top and works their way down. Delivering content in such a personalized, context-dependent way requires a strategic content management approach and a sophisticated tech platform most likely fueled by artificial intelligence. A supply-only strategy will not be very useful to an organization. What does a content audit of our site tell us about the existing content we have and our gaps? Think about it this way: Goals: What you want to achieve Strategy: Your plan to achieve this goal Tactics: How you are going to execute this plan. Blogging is one of the best ways to improve your SEO and rank higher on the search engine results page. © 2020 MarketMuse, Inc. All Rights Reserved. 2. But it’s one of the best ways to solve the business issue of too many inbound customer support requests. You have to truly add value in some way if you want your content to move any business goal forward. Any content marketing strategy must align with your broader brand strategy, marketing goals, and business objectives. dashboard, BI reports, and various content assets… That’s what’s challenging and fun about content strategy. In this article, we’ll look at what we mean by “content” and use that to work our way to a definition of content strategy. You’ll get feedback from customers, prospects, partners, and the public about your content that can help you refine your overall strategy. A robust library of self-serve support content, once built out, can reduce the need to hire additional headcount for those purposes. That’s why authoritative domains can rank well in search even with subpar content. The following are illustrative examples of a strategy plan. Aircall walks the walk when it comes to using content effectively to support and retain customers. It’s content that helps people learn something new, solve their problems, do better work, and ultimately find solutions that help them reach their goals. Yet, a single concise definition is elusive – most of us would simply say we know it when we see it. Real World Examples of Successful ECM Strategies Brian “Bex” Huff Chief Software Architect For example, content marketing can’t address some goals regarding your culture (improving staff morale) or costs (reducing overhead by 10 percent). Next, discuss all responses as a group. But again, it all starts with knowing what your strategy is. It applies to technical whitepapers and in-depth blog posts as much it does to TikTok videos and memes. The business strategy also guides many of your organizational decisions, such as hiring new employees. Strategic analysis is involved with analyzing the industry in which the organization is operating its business and analysis of both the external and internal environmental factors. So how can a content strategy serve this goal? Their SEO gains and organic traffic growth has been steady and continues to climb even in a highly competitive space. The strategy continues with all the digital goals, how they will be met and what success or failure is. If your content strategy doesn’t start with a business objective, it’s not a content strategy. If so, you know where you’ll be more likely to stand out. Information that isn’t presented with the form and medium in mind risks being lost on the recipient. Welcome to the 2019 Content Management & Strategy Survey. Forums Web … Execution leads to results, which you use to influence your strategy on an ongoing basis. In this article, we will define strategic management, explain how strategic management works, discuss the purpose of strategic management and provide an example of strategic management. Along the way, your content team should be collecting its learnings and creating a documented content strategy. The following are common types of content management system. Your content strategy here should take into account common questions and objections your salespeople hear. So run with it. But the sales funnel isn’t linear. Without an effective Content Management Strategy in place, the investment in content or in training is leveraged only marginally, and often leads to learners not gaining what they needed to. What content formats are we best suited to produce? Of course, technical issues and obtaining links are still big pieces of the puzzle. There was an error during login. >> Click here to download the content strategy template — Image sources: 72pxDesigns, Pablo, Canva. Do you want to remain logged in? Example Social Media Goals 1. Before we move on to some specific elements companies should consider, let’s go over a few guiding principles. The pillar page should link to the cluster pages. 5 Essentials To Your Content Management Strategy Jeffrey Fleischman. How will we source content ideas? As a content strategist, it’s your responsibility to know the larger goals you’re contributing to and why. For example, a content strategy for teenagers will not be the same as one for parents purchasing for their kids. Look for opportunities to repurpose content. ECM is a critical building block in the efficient operation of all organizations; build a roadmap to a right-sized ECM Strategy to enable your people to spend less time looking for content, and more time on higher-order, mission-critical tasks. A strategy plan, more commonly known as a strategic plan, is a list of strategic goals together with an action plan to achieve each goal.This is the output of strategy planning and may be developed at the level of an organization, department or team. For that, you’ll want to develop a roadmap. ers to “take up the torch for content strategy.” The book you hold in your hands is that torch. If your content strategy doesn’t start with a business objective, it’s not a content strategy. Also use it to track results and present the plan to your boss, teammates, and clients. Your content marketing goals will evolve from the larger company goals. Information without context is just noise. View full biography. How will we ensure we have a documented strategy and governance, rather than relying on ad hoc requests for content? Understand And Focus On Goals. 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