A content marketing strategy is always evolving. It’s a fluid set of guidelines, goals, and principles. As your buyers, industry, and products change, so will your content. That’s why it’s extremely important to build a strategy for ongoing content marketing.
As you know, content marketing is a long game. It’s something that enterprises keep building upon to attract new customers and retain existing ones. Having a strategy in place to sustain consistency in content marketing and aligning every piece with customer needs is even more critical for large teams. It allows for everyone to be on the same page and understand big-picture objectives for content.
In this post, we’ll be providing you with a guide on ongoing content marketing strategies so that your business can optimize the performance of your content and keep things fresh.
The Importance of Having a Strategy
Before we get into tips, it’s important to stress why you need a content marketing strategy. Consider it your map in navigating the world of content marketing. It includes research, goals, themes, key messaging, and customer personas.
This roadmap outlines how you’ll create, publish, and govern content. Like any strategy a business uses, it’s not stagnant. Rather, it’s meant to change over time. Both internal and external events will prompt this change.
Content marketers don’t fear change. They know it’s inevitable. You’ve likely had to rapidly pivot your content marketing to address the pandemic and all its consequences. This is, of course, a universal example. Others won’t be so broad and may be more niche, depending on your vertical and audience. But they’ll always be there, so it’s good to prepare for them with an ongoing content marketing strategy.
Tips for Ensuring Your Content Marketing Strategy Is Ongoing
The first thing to do to have an ongoing strategy is to establish one in the first place. For this exercise, we’ll assume you have one in place (if you don’t, here are some tips on creating a content strategy!).
Moving along, what can your team do to ensure that your strategy is always in alignment with your business goals and customer needs? Here are some tips to help.
Get Feedback from Non-Marketing Folks
Marketers can sometimes live in a bubble—hopefully not a silo! If this is the case or if content collaboration is hard to handle and deploy, welcome in some outside perspectives.
More than likely, you don’t have a lot of interaction with customers. Others in your organization do. Make it a habit to connect with groups like sales, customer service, and product managers. They can provide you with the information you aren’t able to find from your research or competitive analysis.
Having their voice can be a significant addition to your content strategy, enabling you to create new ideas for content that are important to your audience.
Update Your Buyer Personas Often
Some experts would say that annually revisiting your buyer personas is enough. However, that’s not always the best rule of thumb. Instead, you should update them as disruptions happen. Whenever something occurs, it’s critical to think of the impact on your audience.
For example, Apple is rolling out iOS 14 soon and along with that, changes are coming to the IDFA (identifier for advertisers), which is how companies attribute user acquisition from campaigns. These changes are significant for anyone in the mobile app marketing ecosystem. For any company in the space, they have to think about how this will impact the brands, advertisers, and developers with which they work. All those buyer personas need a refresh now because their challenges and motivations will evolve due to this shakeup.
Adjust Based on Performance
Content marketing performance is something you can measure. A variety of content analytics can deliver this information. As your content marketing engine continues, you need to check its performance. From this, you can learn so much.
What you learn should affect your content strategy. For instance, you may see that one topic cluster receives way more views, engagement, and attention, while one may be underperforming.
This indicates it’s time to look at your themes and decide if they still make sense. If your audience isn’t interested in a topic, then it’s not important to them and you should move on to something that is.
Perform Content Audits
Another aspect of keeping your content marketing strategy ongoing is to conduct periodical content audits. This practice is essential because it enables you to have a clear picture of what state your current content is in, and if you have enough in each bucket.
Buckets consist of themes, topics, buyer personas (target audiences), buyer stages, and formats. When you complete a content audit, you should know how much content you have in each of these buckets. You may find deficits. If so, go back to your strategy and try to discern why.
Use a Platform that Provides Organization and Transparency
Most enterprise content teams struggle with organization and transparency in their content marketing. Your strategy may be in one place, workflows in another, and a content calendar somewhere else. That makes the content development process more difficult, and it’s certainly harder to sustain ongoing efforts.
Instead, you should rely on a content marketing platform that offers one central hub for everything. It’s where your strategy will live and be accessible to all stakeholders. Your content calendars are here as well, fully transparent to all. Having everything in one place helps you streamline content workflows so you can be more efficient and productive. It’s a must for teams dedicated to driving results from content marketing.
Is Your Content Strategy Built for Change?
It all comes back to change. It’s a constant in any discipline, and content marketing may change more often than any other. The key is to construct a content strategy that embraces it and is adjustable based on what’s happening in the industry and with your customers.
You can better manage this change with DivvyHQ. See how it works today with a free trial.