Why invest in content marketing? Do you actually have a content strategy? Why use social media? Consider these questions and get prudent answers …
Simply stated, content marketing is useless without a content strategy. Recently, I read an article “Moving From Content Marketing to Content Strategy” According to the article, 8 in 10 companies use content marketing, but less than 4 in 10 enterprises have and use a buyer journey. Thus, I want to share with three considerations for a content strategy.
1) Start with a Brand Definition and Product Positioning Statement
The brand is at the core of it all. You cannot have a successful product/service, content plan, and communication execution without a solid brand definition and position. “The goal of brand marketing is to link your identity, values, and personality with communications to your audience. Essentially, your brand is the bridge between your product and your customer. Brand marketing is not just about putting your logo and business name in as many places as possible and expecting to generate sales. Many times, the importance of brand marketing gets overlooked, as it takes time. Many marketing departments are focused on short-term goals, rather than nurturing long-term goals that impact the entire business, like building a brand.” (Source)
What is a brand strategy?
A brand strategy can be hard to define but encompasses:
- What your brand stands for.
- What promises your brand makes to customers.
- What personality your brand conveys through its marketing.
Here are three things every brand needs to define:
- What is your brand’s objective?
- Who are your customers?
- How does your brand define long-term success?
(Source)
Product Strategy
So you believe you have a strong product or service for a defined target market. Your next step is that you need a positioning statement that succinctly defines your offering. Here is the product positioning statement:
- For …………….………… [target customer]
- Who ……………….……. [key qualifier – form]
- Our product is a ….. [product category]
- That provides ………. [key benefit]
- Unlike ………………….. [main competitor]
- Our product ……….… [key point of differentiation]
This positioning statement is for internal use only. It is not explicitly communicated. The positioning statement should drive your content and communication plan. All content and communication should support and reinforce the product/service positioning statement.
Content Strategy
Your content strategy is the intersection of the brand and product strategy coupled with your target audience behaviors, needs, wants, and motivations. You should lean more to what is compelling to your audience than pushing your own brand agenda. Your content strategy objective is to get your target audience emotionally attached to your brand.
I have written an extremely detailed content strategy playbook that can be found here:
The series provides the following:
- Content Marketing Goals and Objectives
- Determining your Target Audience for Content
- Leveraging Your Brand Position to Produce Compelling Content
- Social Audits to Drive Content Marketing
- Messaging Strategy Before Content Strategy
- Developing a Content Marketing Strategy
- How Do You Know Your Content Will Pay Dividends
- Content Marketing Metrics
- The Power of Orchestrated UGC – (User Generated Content)
- Earned Media – Finding Influencers to Distribute your Content
- What Does It Mean to Produce Data Driven Content?
- How to Determine Which Content is Driving Success for Your Brand
Communication Strategy
The communication strategy should be driven by your target audience behaviors – the platforms they are active on and how they are influenced. Understanding your audience behavior will drive you to a communication plan. Your communication methodology must include a plan that utilizes owned, earned, and paid media. It also needs to address the use of original, curated, user-generated, and influencer content.
2) Integrating Owned, Earned, and Paid Media
Look at the figure above. Across the x axis, you can see there are three time phases of a campaign defined – pre-reveal, reveal, and post reveal. The horizontals on the y axis are three different media types. Starting with owned media, it is good to leak some content early on. This could be in the form of a teaser, trailer, or even releasing excerpts before the big promotion or reveal. By doing so, you start to create some interests and following. It primes earned media for the official reveal, promotion, or release. Obviously the reveal or promotion time is when most of your content is released. But there is also an opportunity to produce and release content after the promotion. Content that talks to and summarizes the event or launch and reinforces the reveal in a compelling and entertaining way.
“Earned media is coverage or promotion of your brand through organic means. It’s a very effective form of content marketing and is also the toughest media type to get.” It includes reviews, media coverage, guest posts, mentions, social shares, and (free) influencers. (Source) Earned media is leveraging your audience and advocates to help circulate and further promote your content. It starts by having content that is worthy of sharing. Assuming that is in place, you seed your content or provide references to it in places where your audience exists.
Paid media execution should take place during the actual promotion time. This is both an economical and strategic decision. Economic because you want to minimize expenses; strategic in that it focuses at the premiere time. Maximize exposure – minimize expenses doing so.
3) Understand the A-Path for Social Media to Optimize Users’ Experience and Content Marketing Results
This chart above is referred to as the “A-Path.” As a brand, first you want to get your targets’ “Attention.” Then you want them to be “Attracted” to you. Once the targets are attracted to the brand, we want them to build “Affinity” for the brand. As they start to build affinity for the brand, we want the targets to literally opt-in to be part of the brand “Audience.” A subset of the Audience will be power users and look to turn these individuals into brand “Advocates.”
In the beginning of this A-Path we work off of the brand’s assets (or the non-brand digital assets – the whole universe of digital conversations that are not owned by the brand). We monitor the entire digital space for relevant conversations and engage with the consumer where the conversations are happening. We then refer these people to the brand’s digital assets and build Affinity by producing valuable (informative and entertaining) content. As we build Affinity, we offer opportunities to join the brand assets (follow, like, register). We then identify the power users and engage one-on-one to build advocates.
Note that the strategy of following this A-Path approach is to start to attract your target audience in digital spaces they participate in and slowly bring them to your digital assets. Company pages on platforms such as LinkedIn, Facebook, Tik-Tok, etc are NOT your digital assets. You do not own them and you are subject to their rules, and regulations. They should be perceived as gateways to YOUR digital assets such as your website, blog, and landing pages.
CONCLUSION AND HELP TO MAKE IT HAPPEN
Content strategy is the essence of brand communication. A content strategy should be aimed at increasing your audience and their “stickiness” to your brand. Don’t just produce content. Align a content strategy with the journey of your customer/client. Invest in the upfront work and see measurable results.