If I told you that content creation is a vital part of every companyas marketing strategy, your response would probably be a sarcastic aWell, duh. Thanks for that cutting-edge insight, John.a
Thatas because the majority of members of us know how important content is to our inbound marketing and our brands a both our respective company brands, as well as our personal brands as a thought leader. We understand that content is important, but it doesnat seem like we always agree on how much content we need, or how to create it well enough to consistently engage our audience.
But how you address that might depend on what your goals are for your content and who your audience is. But thereas one rule that holds true no matter what: Content consistency is key.
Why Focus on Consistency?
If youare not consistent, youare not taking advantage of all the opportunities you have to connect with your audience. Making a few pieces of content here and there might help person understand a topic better, but they wonat help you hit all of those touch phases between your brand and your audience — and they wonat help you build a meaningful relationship with it. To do that, you need to be a consistent content inventor. Itas that simple.
Whatas not so simple is breaking down the subtleties within your audience and your processes to deliver not merely any old content consistently, but content that meets its needs in a way that attracts it to your brand.
Think of it this way: Picture your favorite actor. This person is probably in a few of your favorite movies, consistently delivering amazing performances, and you might find yourself interested in the projects he or she stars in, simply because you know and love his or her previous work. Thatas powerful.
With consistent, engaging content, you can made touch phases on your audience membersa online journey, build connections with them, and posture your brand to be top-of-mind when they think of their most trusted and liked resources.( This approach to branding and relationship-building is one I go into in much more depth in my business volume, Top of Mind .)
But if you want to get started making effective content consistently now, here are five essential tips.
How to Create a Strategy That Works
1) Document an actionable content strategy.
While 89% of B2B organisations are actually utilizing content marketing, merely 37% have put together a documented strategy around that contentas creation and distribution.
Creating this kind of strategy is similar to setting goals for yourself: Youare more likely to achieve them if you write them down and transgress them into actionable steps to hold yourself accountable than if you decide to wing it and hope for the best. The same applies to content — you need to write down what you want to achieve and how you want to get there.
That last part — how you want to get there — is particularly important. You can expend all the time in the world documenting your strategy, but if it isnat set up to make consistent execution feasible, it wonat help you very much. So situated objectives, like your overall mission, audience personas, content mixture, and promotion tactics. Then, attain them actionable by laying the foundation for your process that constructs consistency simpler right in your document.
2) Make use of a knowledge bank.
One of the biggest challenges inherent in creating loads of content is keeping track of it all, and organizing all the insights youave learned about your customers and your industry — and leveraging them to generate more than only one piece of content.
Enter the knowledge bank, which allows you to store and coordinate key information about your company, your content, and your customers. It attains creating multiple pieces and types of content that speak directly to your audienceas wants and needs much easier — not to mention, it helps with consistency, because the more seamless the process of the creation of, finding, and managing your content, the easier it will be to do so in a quicker and more consistent manner.
3) Build the best squad you can find.
With an actionable strategy in place and a system for leveraging your companyas expertise, itas time to start actually making content a and for that, youall need a talented team.
Sure, you could possibly write and promote all your content yourself — if you really wanted to that — but itas difficult to scale this route. Youare busy with dozens of other tasks on your plate, so youall likely end up sacrificing either quality, or consistency.
That’s where a great content marketing squad and a network of freelance novelists come into play. My squad at Influence& Co. has discovered a lot of success with this process, which starts with a gues leaderas expertise, a freelanceras skills at turning that insight into a written piece, and our teamas they are able to strategize, edit, publish, and promote that content. When every person focuses on his or her strengths, your content will glisten, and youall find yourself publishing more consistently than if you tried to do it all yourself.
4) Get comfortable with your editorial calendar.
An editorial calendar can do so much more than set the timetable for your upcoming posts — it can also be a place to brainstorm notions, scheme your social media campaigns, and organize everything youave got coming down the pike.
That can help streamline the entire content process because everything is in one place, allowing you to see where you have gaps, and where you have excess content. Once you settle into your schedule and process, you can get even more efficient, giving yourself more time to focus on generating content, rather than coordinating it.
A content calendar can also help track your successes and shortcomings, so you can construct more informed decisions in the future. If, for example, you find that content posted at a certain time of day — or a specific day of the week — tends to outperform the rest, you can make changes accordingly. That route, youare consistently on schedule and maximizing your impact.
5) Make distribution a priority , not an afterthought.
Each of these steps will help you create content consistently, but you canat be brought to an end. If youare not also distributing and amplifying your content consistently and strategically, then all youave actually accomplished is improving your content production — not your content marketing.
Donat wait until an article is published, for example, before “youre starting” thinking about how youall use it as a tool to connect with your audience. Your content distribution plan should take as much priority as your content development process — content that you sit on or passively distribute wonat accomplish much.
Content creation can be a chore — if you donat know where to start when it comes to developing or distributing your work. But itas an essential component of your companyas marketing strategy. Consistent content is key to maintaining your audience engaged, your brand top-of-mind, and your content investment worthwhile. With these five simple tactics, your path to consistency will become much clearer.
Read more: blog.hubspot.com