How to Create an Engaging Content Strategy Unique to Your Brand
by Chico Orange
So you have content… but here’s the unfortunate news — it’s not enough. You need to have a solid, engaging, and unique content strategy. We’re here to show you how to do it and guide you through creating a content strategy that showcases your brand’s uniqueness, connects, and most importantly, converts.
We’ve heard it time and time again — content is crucial to raise brand awareness and affinity. But there’s a reason everyone keeps repeating themselves with it. It’s not enough to just create content. You need to have a strategy that outlines your content marketing plans and extends your goals, mission, and message.
A content strategy is not something that’s just “nice to have” for your business. It’s an absolutely critical aspect of your digital marketing in the Philippines and beyond! Recent research shows that 63% of brands don’t have a documented content strategy, and that’s coincidentally why so many content marketing efforts aren’t cutting it.
So we’re going to get into the nitty-gritty and lay down how you can create an engaging content strategy that highlights your brand and everything that makes you unique.
1. Define Your Goals
A content marketing plan needs to be aligned with your specific brand goals. Identify the main purpose of your digital marketing efforts. Do you want to generate more leads? Reach a wider audience? Grow your following? Fuel engagement? Identifying your goals will help you create a tailored strategy that targets the results you want to achieve.
2. Study Your Buyer’s Persona
Before you begin thinking of strategies and content, you need to identify your target audience and understand exactly what it is they’re looking for. This helps you produce relevant content that resonates with your buyers and drives up their likelihood of engaging with your brand.
3. Conduct a Content Audit
When we say “content,” a lot of people immediately translate it to blog posts. However, there are several content types that you can produce. Your goals and buyer persona may be better maximized with video or infographics, for example.
Run a content audit on the types of content you’ve been producing so far and identify points you can do differently to help you reach your goals and cater to your audience.
4. Set up a Content Management System
Content is a tricky thing to manage, especially because there are so many phases to it. There’s content creation, publication, and analytics. So that you can easily manage your content marketing efforts and measure your success, it’s helpful to set up a content management system (CMS).
The next step is coming up with a content plan, which you can begin with a brainstorming session. Huddle up with your digital marketing team and come up with unique content ideas that align with your brand, goals, buyer persona, and SEO.
6. Identify Your Content Types
After your brainstorming session, you may have come up with a long list of content topics and ideas to produce. Now it’s time to organize your list according to content type. Go through each item and separate them into content-type clusters. Ask yourself what content format will work best for each topic or idea.
A marketing plan should include guidelines on publishing content and measuring results. One thing that you should have is a content calendar, which will help you create balanced and documented publication schedules.
Drive Your Brand Forward Through an Engaging Content Strategy
Setting up a content strategy is crucial to keep your marketing efforts on point and effective. It serves as a foundation for every piece of content that your team produces and publishes.
August 26, 2021
August 26, 2021