With so much content online, simply posting your videos, images and podcasts on your website and hoping your audience finds them is not exactly a formula for success. That’s why it’s so important to develop a strategy.
There are four key components to a content strategy: audience, message, platform and frequency. We suggest developing a content calendar every year to address each of those components.
As you’re planning for your next fiscal year, identify the people you’d like to reach with your content. Divide those people into groups (customers, partners, stockholders, etc.). Keep your internal audience in mind, too. Whether you own a small shop or lead a multi-national corporation, keeping your employees informed is one of the keys to retaining a dedicated workforce.
Then, consider the topics and specific benefits you’d like to share with those audience groups. Remember that not all groups will care about the same topics. Be prepared to create unique content for each audience group, based on their relationship to your company.
Next, decide which channels (or platforms) you’ll use to send your messages. That’s determined by 1) your media budget and 2) which channel each specific audience group uses. For instance, do they prefer to read your blog, watch your YouTube channel or follow you on TikTok? Or will you reach more of your audience using traditional paid media?
Lastly, how often should you put your content in front of each audience group? Again, your budget will affect that decision, as will the typical length of your customers’ buying cycle and how often you update your message and/or creative. You may also want to consider how visible your competitors are in a given channel.
Getting in front of your content by strategically planning its creation and distribution will likely produce greater benefits than leaving the process up to chance.