content marketing strategy

#ContentWritingChat Recap: Content Marketing Strategy 101 with Julia McCoy

Do you have a content marketing strategy in place for your brand? If not, it’s time you create one! However, you might be wondering how to get started and that’s where we come in. In this week’s #ContentWritingChat, we talked all about the basics of creating a content marketing strategy of your very own. Keep reading for the recap!

#ContentWritingChat Recap: Content Marketing Strategy 101 with Julia McCoy

Our guest host this week was our very own CEO, Julia McCoy. As a content marketing expert herself, it’s no surprise that she had some amazing advice to share with everyone.

Q1: What is a content marketing strategy and why is it important for today’s brands?

To kick off the chat, we asked everyone to share their own definitions of a content marketing strategy. We also wanted to find out how important they felt it was to have a strategy and why. Check out a few of the responses we received:

As Julia said, a strategy will drive the guidelines, creation, execution, and tracking of your content marketing. She knows it’s necessary if you want to achieve ROI and make goals happen with the content you create.

Kyle feels it’s all about crafting a consistent schedule of content to tell your brand’s story to win over your customers.

Annaliese said having a strategy in place gives you an established process for why you’re doing what you do, plus guidelines on how to do it.

As Maria pointed out, having a strategy is partly about knowing what you want to say, how to say it, where to say it, and who you’re saying it to. These are all essential things to figure out.

This is a great way to look at it! Jeff said your strategy is your road map from where you are to where you want to be. It’s important to set goals and create a plan of action to help you get there.

Q2: Before you can begin creating content and planning your strategy, what do you need to figure out?

Now that you know what a content marketing strategy is, you’re probably feeling ready and inspired to create one of your own. But before you can get started, there are a few essential things you need to figure out. Take a look at these tips:

Julia’s first tip is to figure out what makes you different from everyone else. When you know what your Content Differentiation Factor (CDF) is, you can embrace that and stand out from the crowd. (Read her Search Engine Journal article she linked to if you want to learn more!)

Next, she encourages you to discover who your audience is. She shares four key tips in the graphic she included with her post. You can learn about this more in-depth in the content course she’s creating.

Sarah knows it’s important to know key information about your audience. Who is your target audience and what do they need? Where do they hang out? What will make them convert? This is all important to figure out so you can create content accordingly.

Lexie agrees that it’s crucial to know your audience first. Once you know who they are, you can create the type of content they need in their lives.

Don’t forget to figure out what your goals are. When you know what you want to achieve, it’s going to dictate the end result of your content.

Kyle also agrees that it’s important to know what your goals are ahead of time. Are you trying to increase brand awareness or land conversions? Is it something else? Figure that out beforehand so you can create the content that will help you get there.

Jonathan chimed in about the importance of setting goals as well. Figure out what a successful piece of content looks like to you and what that means before moving forward.

This is a great answer from Jason. He said you want to determine who your audience is, including their demographics. You also need to establish your brand’s voice, the types of content you’ll be producing, and how everything will work together.

Gaby shared an impressive list of things you should figure out before creating content. She said you should understand: brand/content purpose, message, objectives, audience/target, content topic, industry, and brand voice.

Q3: What steps are required to develop a content marketing strategy for your own brand?

Now it’s time to get into the actual steps of creating a strategy that works. Here’s some helpful advice that will get you started on the right foot:

Julia recommends figuring out who your audience is, keywords, and your defined content types/costs. She also suggests having an editorial calendar, creating a content promotions strategy, and knowing how you’ll perform tracking and maintenance.

Know who you’re writing for, which content types you’ll create, and put together a calendar to keep you organized.

Brittany outlined her recommended steps and made it easy to follow along. She says to: gather your insights, outline your business goals, determine your budget and timeline, create personas, establish a process, create calendars, write and edit, and measure.

Roslyn’s advice is to know the demographics of your audience and the best way to cater to them. This is essential in creating content that gets results online.

You need to know who your audience is and where they hang out online so you can reach them. It’s also helpful to identify your brand’s voice as well.

It’s also helpful to know how you’re going to differentiate yourself from everyone else around. With so many people talking about the same things online, you have to spin that content in a way that will stand out and attract your audience.

Q4: What content types are crucial to help your brand become an authority online?

If you ask any brand, most of them would say they’re on the path to establishing themselves as an authority online. They all want to become the go-to resource for their target audience. But what kind of content can you create to help make that happen? Check out these responses:

Julia encourages you to focus on your own website first. Create amazing content for your blog and then build content for other platforms. Other channels to direct your attention include guest blogging and building a presence on social media.

There are a variety of things that will dictate the types of content you produce. It can depend on your brand, objectives, messaging, your industry, your market, your audience, and also the resources you have.

Annaliese agrees there are a few factors that will dictate the types of content you produce. One thing to consider is what your audience prefers. Do they enjoy videos or are they bigger fans of written content? Figure that out because it’s going to play a factor for your brand.

Tony knows that visuals and written content go hand-in-hand and are essential elements for any brand to create.

Cheval’s tip is to start doing live video broadcasts. It’s a great way to humanize your brand and connect with your audience in real-time.

Brittany said she would direct her focus to video content, guest posting, and creating other visuals.

Ultimately, what matters is that you create valuable content that addresses the questions your audience has. When you can deliver what they want and need, they’ll begin to see you as an authority in your field.

It all comes down to sharing relevant content and taking the time to engage with your audience. That’s how you start making an impact in your industry.

Q5: How do you measure the effectiveness of your content? If you aren’t seeing results, how do you make improvements?

In order to know if your content is helping you achieve the results you want, you’re going to have to measure how well it’s performing. Even more important, you’ll need to know how to make tweaks if you aren’t seeing the results you’d hoped for. Here’s some helpful advice:

Julia’s advice is to set up a tracking project in SEMrush. It’ll allow you to analyze rankings, which can be very helpful.

Eddie’s advice is to set S.M.A.R.T. goals and objectives beforehand. This will allow you to see what you hope to achieve and which data you’ll need to track closely.

Mallie also agrees it’s important to know your goals ahead of time.

Again it all goes back to the goal you set, whether that’s reach, conversions, or something else.

If you find you need to make changes, Annaliese suggests making simple changes. Tweak one thing at a time through A/B testing to see what’s working and what’s not.

Kyle also sees the value in running A/B tests to see which images and copy are the most effective.

Q6: What are the biggest mistakes people make when it comes to developing their content marketing strategy?

If you want to set up a strategy that’s successful, you’ll want to avoid some of the common mistakes that can be disastrous. Here are a few examples so you’ll know what to avoid:

You don’t want to be one of those brands without a content marketing strategy, do you? Julia knows it would be a mistake to not have one in place.

Not having a strategy at all is certainly one huge mistake.

Justing winging it and posting on a whim might sound like a fun idea, but it can set you up for disaster.

Don’t be so focused on the money that you immediately start pushing the sale. You need to build trust with your audience first if you want them to convert.

You should be all sales all the time. Instead, focus on building a community with your audience.

It’s more important that you focus on your customers, as opposed to talking about yourself in a self-serving way all the time. Talk to your audience and listen to what they have to say. Learn from them.

Q7: Which tools, calendars, and other resources do you rely on when developing a maintaining a content marketing strategy?

With so many tools and resources available, you’re sure to finding something that will make creating and sticking to a strategy even easier. Take a look at these tools:

Julia’s favorite tools include SEMrush, as well as a few others. They’re worth checking out if you haven’t already!

The Netvantage Marketing team relies on Google Docs as well as a few other tools to get their work done. It’s clear they know what works best for them.

Google Drive tools, Google Analytics, Keyword Planner, Twitter, WordPress, and Yoast are all great options.

Elizabeth’s go-to tools include Evernote, CoSchedule, and Google Sheets.

Sarah is a big fan of HubSpot.

Feedly, Canva, Piktochart, and Buffer are all helpful tools to rely on.

Mallie keeps it simple with an Excel spreadsheet plus a pen and her paper planner.

Danielle said her previously job relied on Google Docs. As she said, it’s not fancy, but it works. All that matters is that you use tools that are efficient and get the job done.

Q8: Which brands do you think are killing it with their content lately?

Which brands are doing an incredible job with the content they publish? Check out these:

Julia loves SmartBlogger, Content Marketing Institute, NewsCred, and CoSchedule.

Lori is a fan of Sue B. Zimmerman’s work.

The Rising Tide Society is one brand that consistently puts out great content.

Be sure to join us on Twitter every Tuesday at 10 AM Central Time for #ContentWritingChat! Follow our accounts for all the latest: @ExpWriters and @writingchat!
#Contentwritingchat

1 reply
  1. Adam
    Adam says:

    Wow your content marketing strategy is very good Julia, I like it and enjoy it while reading it, I am still a beginner and after reading this I learn a lot from you, thank you! By the way if you are in need of reliable marketing content I have the best marketing content recommendation

    Reply

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