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How to Plan Your Content Strategy

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Martina Mercer
April28/ 2014

By Martina Mercer

By now you already know that great, engaging, enticing content is the key to increasing conversions and widening your target audience. Unfortunately great content isn’t always enough, you need a plan in order to build momentum and maintain it to keep those customers coming.

The first step is to assess all of your content, both online and offline. Here’s how:

Bring together every flyer, brochure, leaflet, business card and sales letter to see what you are currently using in the offline world. Now bring together all of your web content, articles, blogs and social media content to assess the entire range.

Simply throw away any that is outdated, irrelevant, or hasn’t generated leads or interest. Then write down what message you want to convey and what you want to achieve. Aim high, the only limit to your exposure is your ambition.

Pick a Place

Now you’ve wiped the slate clean consider your customers, do they use Facebook or are you more likely to find them on LinkedIn? Will they enjoy an informative blog every week or would they rather read tips through an article? Would they be enticed to sign up for a newsletter or could you capture them with a clever email campaign?

The best content strategies are seamless integrations of all platforms, along with combining the online and offline world too. For example, you can start a great content plan for your social media, gather information and likes then follow up with offline marketing to seal the deal.

Roll Out and Reveal

Once you’ve hired social media experts and a good copywriter you can then decide how you will reveal your content. This is where a content calendar comes in. It’s unrealistic to expect one single person to manage all content across all platforms, so a clear calendar is needed in order to prove consistency and to ensure leads are converted and not lost through mis communication. If everyone knows what they’re doing, you can create an unstoppable campaign.

Keep it Going

Social media success for professionals depends on enticement, engagement and consistency. It’s not enough to simply post, you need to lead customers to where they need to be (your contact or buy page). Great content will do this, however your social stream is essential too. Simply posting great videos or content is useless if you don’t interact quickly with those who take the time to like and comment.

Remember that content is created to captivate your audience so you’re defeating the object if you don’t communicate once you have them on your Facebook page, Blog or other social media streams. It’s the ability to create the conversation and to keep it flowing that social media experts are so famous for.

Martina Mercer

Martina Mercer is an award winning copywriter and digital marketer. She specialises in psychology delivering marketing that identifies consumer profiles and connects customers with brands. As an expert in proximity marketing, Martina is one of the only experienced beacon marketers in the UK highlighting her commitment to developing her skills in an ever changing consumer focused world.