Content strategy or content marketing strategy is associated with boring planning and limiting the creativity of marketers. In practice, it turns out that the lack of a plan causes so much confusion that putting out fires gives way to creativity. That is why in this article we share experiences and best practices that will help you answer the question of whether you need a content strategy.
In this article you will learn:
Is it worth creating a content strategy?
What happens if you start creating marketing content without a plan?
What are the benefits of planning and creating a content strategy?
Content Strategy - The Marketer's Dilemma
Several articles that have recently appeared before the eyes guatemala business email list of marketers have left me feeling lost. On the one hand, I hear an expert who encourages avoiding over-planning, and content strategy makes him smile. On the other, a serious marketer convinces that without a strategy it is not worth starting to create content.
In the end, to plan or not to plan?
My answer is that a content strategy/plan is what separates an artist from a professional.
An artist can be spectacular, their content should arouse admiration and envy. A strategy is not necessary for this. You must be effective above all. Your content should arouse not envy but interest, and not other marketers, but customers. If you want to be effective, the content must be consistent , useful and appear regularly . And here, without planning, you won't get very far.
Does this mean that people who don't plan their content always fail? No. Usually these are people who simply enjoy creating content and have either a well-developed skill set or a natural talent, or a combination of both. Content creation comes easily to them and they develop a strategy in the so-called "mean time". There's just one problem - it's very difficult to learn from them.
If you're new to content marketing and you look at someone like that, it seems like content creation comes effortlessly. For them, yes. For you, not yet.
What are the risks of not having a content strategy?
So let's consider what happens if you start creating marketing content without a plan.
How do you decide on content topics?
Usually the topic is dictated by the one sitting highest or shouting the loudest. Usually it will be a topic that interests the content creators. Because in the absence of planning, the client was not asked for their opinion.
How do you decide who to create content for?
This is where perceptions and stereotypes usually come into play. For example, blogs for programmers will feature a photo of a guy in a checkered shirt, a material for marketers will feature a stylized hipster woman, etc. It fits the stereotype, but not reality.
How do you choose your content format?
"Podcasts and live shows are trendy, why aren't we doing it yet"? How do you defend yourself against such an accusation from a boss who returned from a visionary conference without a content plan/strategy built on an analysis of the needs and preferences of your target group?
I have to admit one thing. Creating content without a plan is much more exciting. At any moment, your idea can be wiped out by an even "better" idea from your boss or sales colleague. Emotions guaranteed.
What does a content strategy do?
However, if you’ve had enough of the adrenaline of the office and long for a bit of predictability in your life, content planning isn’t a bad idea at all. Let’s answer the key questions again, this time from the perspective of someone who plans content.
How do you decide who to create content for?
Segmentation – analyze customers in terms of their margin, cost and time of sale, total value over time. Perhaps the sales department already has this data. Then, review the last few dozen contracts with the salespeople and list the people who influenced the customer's purchasing decisions. Determine the people who repeat themselves most often – this way you will determine who to direct the content to.
