In the current media landscape, the content your brand puts into the world can sometimes feel as fragmented as the channels that are available to us. In this case, coming up with an effective, holistic content strategy can seem overwhelming. There’s still a substantial audience for print materials, but considering that most of our world is often mediated through online channels, any type of business should strive to be present and searchable online.
No matter what your concerns are, it’s all manageable though a comprehensive content strategy. Here are a few tips to get you started on a plan that keeps your brand relevant and drives results:
Understand the value of good content
Your content strategy is a long-term investment. The more quality content you publish through a multitude of channels means more opportunities for customers to be in contact with you. Content can also benefit you and your customers in so many other ways—including answering consumers’ questions, building relationships between providers/groups and patients, and sharing expertise on a subject—which all lead to brand image strengthening and trust.
In this constantly fluctuating online media landscape, there’s a new imperative to drive consumers towards trustworthy advice on anything they might run an internet search for. Investing in high-quality content is not only crucial for developing high-performing SEO strategies, but for promoting a well-informed, health-conscious client base.
Discover the right content for your brand strategy
Think about your overall brand strategy and find out how your content can support it. Where do you want to be seen? How do you want to be seen? What areas of expertise do you want to be recognized for? If you have a strong brand strategy, an equally strong content strategy should follow.
However, producing high-quality content is almost useless if your target audience doesn’t see it. In order to find your audience, you must anticipate what kinds of answers they might be searching for. Doing this encourages interesting content topics that drive results.
Devise Your Content Plan
Now that the framework of your content strategy is in place, it’s time to start making a content plan! Think back to specific questions people might have—meet people where their search will take them and deliver the content in the channel that would best suit the situation.
After reviewing your research, you might want to draw up a content calendar. Content calendars can help make sure you’re planning content distribution at the right time to the right channels, all while keeping your perfect content balance in check. A calendar accessible to everyone on the design team keeps everyone’s assignments in check and also promotes collaboration.
Don’t Work in Silos
Another case for devising a content calendar is for reducing the chance of working in silos. You don’t want your team doing the same work twice, especially since content creation can be time-consuming. Promote a collaborative environment around content creation. Try to get more people excited about content creation, even those who aren’t usually making the content. The more people you get on board with diverse expertise, the more engaging the content will be.
Measure Your Success
If you want to prove that your content strategy efforts are worth the time and personnel that support it, you’re going to have to communicate results that show long- and short-term success. Your content strategy might fit into a larger marketing plan, so keep broader marketing goals in mind, especially ones related to digital traffic and engagement.
Different channels require different measures. Even though the different bits of data might be complicated, there’s always a way to relate it to your major content goals. After relating everything to the big picture, always try to find ways to improve your content strategy for the next time you plan. Don’t be afraid to cut certain channels or make major changes to the way content is produced. The internet is an ever-changing, dynamic landscape—it’s only natural to stay in rhythm with what you see around you.