Content strategy refers to a plan focusing on the day-to-day details of content creation and delivery. It also documents your guidelines for content creation and governance.
Because content strategists put spotlight on logistical topics like content architecture, governance and standards, they are often directly involved in the creation of websites, publications and other marketing projects.
Having a comprehensive content strategy plan ensures that content is easier to find. The work of content strategists results in content that is clear, well-structured and easy to find. In turn, this improves the success of a business’ content marketing and customer experience efforts.
Content usability isn’t the only area that a content strategy plan deals with, however. It can help you define your content lifecycle so that you maintain a steady and sustainable supply of fresh content.
Customer-focused content may be the most important part of your content marketing plan that you probably aren’t doing right. If you’re content isn’t creating real, emotional connections with your customers, then you know you aren’t doing it right.
Now, that isn’t to say your content is not good. It may be pretty helpful, too. But producing blog posts that don’t sound like they were written by a computer that contain basically correct information isn’t exactly a high bar to set for your content strategy.
Creating a customer persona is an important part of any content marketing strategy. It isn’t enough to simply create a great product or offer a valuable service. You need to know who will benefit from choosing what you offer.
Understanding your core audience is what gives you the ability to sell them your product or service. It also allows you to touch their lives in ways that generate the bonds of trust. Really understanding your core audience is how you also generate a truly memorable experience for them.
Knowing your customers is a key part of marketing your business, regardless of where you focus your efforts. When you’re able to understand the fears and aspirations of the people who enjoy your product, then you’re well on your way to understanding their motivations for doing things – like buying your product.
One of the most tried and true tools that marketers use to illustrate the customers of a business is the Persona. A customer persona is a fictional character created from research on your customers and those in your industry. Your business may use only one persona, or you may create and use a persona for each market segment you want to target.