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Keeping content under control

November 13, 2024
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Creating great content alone is no longer enough in today’s crowded online space.

Without a clear strategy, even the best blog posts or videos can fall short. A well-thought-out content strategy not only helps your brand stand out but also drives real results. So, how do you build a strategy that truly works?

 

Let’s explore how to get your content working smarter and more effectively.

Start with a purpose. Ask yourself what you want to achieve with your content—whether it’s building brand awareness, increasing traffic, or generating leads. These goals should guide everything you create. If you want to establish your brand as a thought leader, focus on producing educational blog posts or in-depth guides. If your aim is to boost conversions, consider crafting product demos or case studies. Defining your objectives ensures your content has a clear, meaningful purpose rather than being random.

Understanding your audience is equally crucial. You can’t create impactful content without knowing who you’re speaking to. Develop detailed audience personas that represent your ideal customers, focusing on their needs, challenges, and preferences. Use data from your website, social media, and customer feedback to shape these personas.

 

The better you understand your audience, the better equipped you’ll be to create content that resonates—whether that’s short social media posts, engaging videos, or long-form articles.

 

Once you’ve got a handle on your audience, take a step back and audit the content you already have. A content audit helps you assess what’s working, what needs improvement, and where there are gaps. Look at metrics like traffic, engagement, and search rankings. Is there an old blog post that still drives traffic? Great, keep it. Is there content that’s outdated or irrelevant? Either update it or remove it altogether. This will help you refine your strategy and ensure your content is always relevant and valuable.

Next, consider what types of content you’ll create moving forward. Whether it’s blog posts, videos, infographics, or podcasts, your choices should align with your goals and audience preferences. You don’t need to do everything—focus on the formats that best suit your brand and capture your audience’s attention. For instance, videos are excellent for showcasing a product or service, while detailed blog posts are perfect for explaining complex topics.

 

Keeping content under control

 

Staying organised is key to keeping your content consistent.

A content calendar will be your best tool for scheduling and tracking what you’re publishing and when. It helps you plan ahead so you’re not left scrambling at the last minute. Balance a mix of content formats and topics to keep things fresh, and time posts around events, trends, or product launches to stay relevant.

 

Don’t forget about SEO. Optimising your content for search engines isn’t as daunting as it sounds. Start by doing some basic keyword research—what is your audience searching for? Make sure to incorporate these keywords naturally into your headlines, subheadings, and body content. Beyond that, focus on user experience—ensure your site is mobile-friendly, fast, and easy to navigate. Search engines, and your audience, will reward you for it.

Creating content is only half the battle. You also need a solid distribution plan to ensure your content gets in front of the right people. Share your content on platforms where your audience is most active—whether that’s Instagram, LinkedIn, or through email newsletters. You could even consider using paid ads to give your most valuable pieces an extra push.

Finally, measure your results. A content strategy isn’t set in stone—it evolves based on what works and what doesn’t. Use analytics to track performance, whether it’s traffic, engagement, or conversions. If certain types of content aren’t gaining the traction you expected, don’t be afraid to adjust your approach. Over time, you’ll refine your strategy and make it even more effective.

A content strategy is more than just a content creation plan—it’s a roadmap for long-term success. By focusing on clear goals, understanding your audience, staying organised, and regularly evaluating your efforts, you’ll build a strategy that delivers real, lasting results.

Now, it’s time to take these steps and start creating content that truly makes an impact.