Blog, Marketing

So you have a great website. But nobody’s visiting. Sounds like you need a content strategy….

But wait, what’s that?
A content strategy guides how you generate written and visual material for your brand. It also dictates how that material should be disseminated in order to best achieve your brand goals.
The aforementioned increased traffic is just one benefit of a content strategy. Armed with this guiding principle, you can expect everything from increased on-page conversion to better brand recognition.
So what makes content strategic?

Strategic content is relevant to your target audience. It takes into account their interests and behaviours and uses these to formulate the content. It questions what they respond to, as well as where and when they respond to it. And it builds from those answers.
So, how do you find out what is relevant to your audience?
Some of it will be assumptions made from demographics. But those assumptions must always be tested. For instance, try sending out two versions of an email, and see which achieves your desired outcome at the highest rate. Perhaps it’s researching which keywords people are using to search for your services, and writing content optimised to that purpose. Or maybe it’s testing which kind of blog articles get the most traffic from social.
NB. This might change over time in ways you can’t even predict. So, you need to be testing, monitoring, testing, monitoring. When that’s all too much, speak to a digital agency who can bring it into being: you don’t have to slave away for hours.

To fit with a content strategy, your content must be useful to your audience. Sounds simple, right? But it isn’t that easy to create. What does useful content actually look like?
We’re going to answer that question…. With a series of other questions!
What is your audience searching for that relates to your product? This often means information that will allow your audience to make informed decisions about your product.
For instance, if you are a financial advisor, a potential query is“What are the benefits of a self-managed super fund?”. So, fill that knowledge gap for them: write a white paper, write a blog post, write an email guide.

Pro Tip: Offering a free PDF download full of this information is a great way to capture leads. You can run this as a campaign through social media: talk to us for more information.

In order to make shareable content, you need to understand what drives someone to pass it on. When we say “share”, it’s important to specify we mean that in the digital sense primarily: usually via social media or email. To understand how to generate shareable content for your content strategy, it’s important to first understand the drivers behind the sharing mentality.
If your content is genuinely useful, there’s a good chance someone will want to pass it on to a colleague or similarly embattled pal. There’s also the same potential if you create entertaining content.
But not everyone has such altruistic urges. Others share because they want to build their own social identity: they want to appear a certain way. Will your article make them seem smart? Worldly? This is the “thought leadership” school of content production. If you engage in big ideas in your content, there’s a good chance it’s shareable too!
A great content strategy is amongst the most powerful of all digital marketing’s tools. But creating content that is relevant, useful, and shareable isn’t easy. That’s where we come in: we take care of the writing, publishing, and spreading of your content marketing so you can keep doing what you do best.