Today, most customers conduct extensive research before getting into contact with a brand. Therefore providing the right content puts you in control of your site visitors’ first experience with your brand. Content marketing costs 62% less than traditional methods and guarantees three times the number of leads.
You should see your business content as an extension of your development team. It speaks on behalf of your company; thus, ensure that the message put across reflects your firm’s expertise in solving your target customers’ problems. This way, you will boost engagement, attract leads and encourage purchase. To create such content, you need mindful planning, collaborative thoughts, and time commitment, and this is where content strategy workflow comes in. Read on to learn more.
What Is A Content Strategy Workflow?
A content workflow outlines the roles that each team member in an organization needs to play to publish a specific content type. It also defines all the steps involved in content creation. With a clear content strategy workflow, you can set deadlines to ensure that the process runs smoothly. You will quickly identify any bottlenecks that can affect the process to ensure that content delivery is on track.
There is no single content strategy that suits all business models. It differs based on your unique organization’s team structure, tools, and platforms for project management and the internal approval processes. Here are the vital steps you can use to create a manageable content strategy workflow for your business marketing campaign.
Define Your Content Goals And KPIs
Your content strategy won’t work if you misalign it with your company’s goals. Therefore, ensure that each piece of content you want to produce has clear objectives so that you can measure performance later on for future improvements.
Brainstorm on what you want to achieve with your content. Draw objectives ideas from your business’s primary goals, position in the marketplace, and competition level. Also, research your competitor’s content. You will spot an information gap in your industry so you can produce more useful information to boost your competitive landscape.
Again, look into your brand’s core elements like vision, mission, visual identity, and brand messaging to help you create content that reflects on your brand. Make your goals very specific and develop a straightforward way to attain them. The most common goals include;
- To drive brand awareness
- To increase conversions
- To educate customers on products or services
- To improve brand loyalty
Run A Content Audit
After setting your goals, you need to determine how you will achieve them. Look into your existing content creating strategy to assess the type of information you avail. Find out what content you might be leaving out, what is working, and what is not. Review a batch of five to ten pieces to your previous content, and group them into the top and low-performing segments. It will give you a clear picture of how well or bad you are communicating with your customers.
Determine what persona your content addresses, whether it comes in various formats, or you may want to include infographics, videos, or other content types. Again, check whether the content has a clear call to action and note anything that stands out, whether good or bad. It will help you understand areas in your content that you can repurpose to meet your goals. Routinely review even your best-performing content and compare it with your competitors to determine how well you are faring.
Research And Ideate
To create a successful content strategy workflow, you also need to gather as much information about your campaign as possible. Determine your buyer personas, the person you are trying to connect with. Find out more about what they care about, what interests them, the problems they need solving, and what they would need to make their lives better. You also need to understand your ideal customer’s demographics and budget.
With such information, you can create useful content that addresses your target audience’s unique needs. Now that you know who your target audience is, you need to research topics that resonate with them. You can get ideas from what your customers continuously search for on the internet or what they tell your sales team.
Additionally, you can use your website analytics to know what content your site visitors interact with the most times. Further, do keyword research and look into your competitor’s content to gather views on what issues you can expand on.
Again, you can creatively approach your old topics in a new way. Find out the most frequent questions customers ask about your company, their main challenges, and priorities, and provide information covering such issues. Stay up to date with current issues to provide content related to what’s going on globally.
Outline and Organize Content Topics Into Campaigns
You now need to create a visual representation of how your content should appear. It will help guide your content workflow to ensure that your ideas come out as you intended. Outline your target keywords which will act as a point of reference when making your final draft.
Next, begin to layout your content headlines to help you organize your information. Ensure that each header corresponds to a particular key phrase and arrange your content’s body to your satisfaction. You can even choose first to write the introduction, then outline the other body parts in bullet forms.
Another great approach is creating an editorial calendar that outlines what you need to publish within a specific time frame to ensure that you meet deadlines. Remember that consistency is of paramount importance if you wish to have a successful content strategy, so you must keep your team on track. Outline all the different types of content you want to produce, be it blogs, eBooks, webinars, interactive elements, or infographics to help you deduce the best fit.
Create and Optimize Content for Users and Search Engines
With clear goals and topics at hand, it’s time to create your content. Place the researched information under the headers you outlined earlier on. Ensure that the content flows naturally from point to point and provides viable solutions to your target customer’s problems. You also need to optimize your content to rank better on search engine result pages. Include your main keyword in the first paragraph within your first 100 words. Also, publish long enough content that covers multiple topics to attract backlinks.
Remember that you are writing to your readers and not search engines, so make the content as relevant as possible. Put yourself in your reader’s shoes and think about what responses they would love for their search queries. It will guide you in creating an exciting piece that satisfies the searcher’s intent and entices them to share.
Clearly outline your content’s benefit in the title and Meta descriptions to convince your audience to continue reading. Provide unique content and cite recent information sources to emphasize your main points. In each piece of content, stick to a single idea and thoroughly explains it to avoid confusing your readers. Use simple, straightforward language so that your audience can easily understand your information. Include a call to action to give your audience a chance to respond to your business by sharing your blogs, purchasing your products or services.
Publish and Promote Content
Once you complete the writing phase, now you need to place it somewhere people can view it. Your distribution channel will vary based on your company culture, industry nature, or goals. The most obvious way to promote your content is through social media. Since you want to get as many eyes as possible on your publication, post it across various social media platforms to increase your reach across social networks.
You can also use email marketing to distribute your content to your subscribers. Further, upload the information on your website regularly to give your customers something to always look forward to.
Measure Results Based on KPIs
Now it’s time to assess your content strategy workflow performance. Compare what you have spent on the content creation process with its returns. Refer to the key performance indicators or the quantifiable outcomes you planned to achieve on the first step.
Through Google analytics, you can determine whether you have hit your targets or not. You can track some metrics, including the conversion rate, social shares, engagement level, and leads. You can also measure the number of backlinks acquired, time spent on the pages, organic traffic, page views, and bounce-off rate.
Refine the Process and Begin Again
Content development is a continuous process, and the end of a project marks the beginning of another. With a robust content strategy workflow, you can learn from one project’s results to develop better content. Review your content marketing efforts monthly. It’s only through trial and error that you will understand what works for your company and what doesn’t.
Note down any results from your previous content. If you notice that a particular format converts better than others, you may need to use it across other publications. You might get different results each time, so always monitor, test, and repeat. This way, you can create high-quality content that will increase traffic to your brand. The more often you track your results and gather insights from the data, the better you can refine your strategy.
Whether you have a new business trying to venture into digital marketing or an established enterprise looking forward to outdoing your competitors, a good content marketing strategy will help you achieve your goals. You need the right content workflow that continually refines itself to help you find gaps and polish lagging areas to keep producing better content. With the above process, you can create content that delivers the best results for your organization.