5 Steps To Starting A Content Media Strategy
In today’s digital environment, consumers often are no longer satisfied with basic messaging when forming brand loyalty. Companies are expected to create a fully-fleshed-out picture of who they are, through social, video, and both paid and earned media, as well as through their product range. This has led to the increased importance of a content media strategy, to make sure that not only is the brand constantly providing new material about who they are, but that content is unified. Here are some steps for starting a content strategy of your own:
Think about your business goals, and what solutions you hope to offer to the consumers of your content. What are the problems these consumers face that your content can solve for them? More importantly, you can develop a profile for your consumer and extrapolate traits, using a combination of research and brainstorming to create a full picture of who they are. This can, in turn, inform the strategy for your content going forward.
Audit Your Content and The Industry
Look at your own proposed content, and also other companies talking about similar topics through content creation. This will enable you to find your niche, and differentiate your content and strategy from that of other outlets. For example, if you’re an e-commerce brand creating content pieces to drive traffic to your products, what specialized formats can you use to differentiate yourself from other e-commerce brands? Or how can you group those products in unique ways for a piece of content that stands out?
Brainstorm to Find The Type Of Content You Want
Conduct short brainstorms with your team about what you perceive as the identity of the site. What topics would you cover, and what would you pass on? What do your headlines and descriptions sound like? Creating strategy documents in advance can help prevent having to answer questions about brand identity down the road.
Choose a CMS
Once you’ve covered the basics, you’ll want to figure out how you’d like your content to be organized and presented to the world. This involves finding a Content Management System. A common CMS for smaller sites is Wordpress, which also has tools for publishing larger sites. As you survey different hosting services, you’ll want to think about the look and feel of the site, and your future content. Will it be text heavy? Image heavy? Do you need a lot of different article formats, or just one? All of these are factors that can help you make a final decision.
Find SEO Keywords
Use Google Trends to find keywords related to your area of interest. As part of a brainstorm, this can lead to new avenues of content. For example, if your site’s focus is “web design,” a quick search of relevant trends will find topics like “brutalist web design” and “how to start a web design business” that you can speak to with future content pieces.
Plan Seasonal Content in Advance
A variety of content pieces can be planned months (or even a whole year) in advance. Holidays and seasonal trends appear every year, and your business specifically likely has in-house events to feature, like the anniversary of your company’s founding anniversary or a conference you host. Putting these items in an easily-accessible content calendar can help the team stay focused throughout the year.