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Content marketing: ten steps to success

When it comes to content marketing, do you have a plan? One that you stick to? Or is your approach to content creation somewhat haphazard? If it is, you could be missing out.

You might be getting by, but your content habits could be a lot healthier - and more effective - as a result.



The latest research by the Content Marketing Institute here in the UK suggests that whilst 85% of respondents use content marketing only 42% say they are using it effectively. But 71% of those who do have a content strategy report that they are effective.



A content strategy is your recipe for content marketing success but many people have no idea how to create one. Here's our ten-step guide to help you cook up a sizzling content strategy.





  1. Be clear about your goals. What is the difference that you want content marketing to make to your business? The clearer your focus, the more targeted your efforts will be.


  2. Understand your own business. Before you drill down into your customers' needs, do a bit of naval gazing and look inside your company. This will help you to position your content firmly in your area of expertise. Otherwise, you could end up creating content that meets your customers' needs (and they will have many) but that will never win you any business.


  3. Know your customers. What you write about should be driven by who you are talking to and what they care about and value. You'll know some stuff about your customers of course, but to create content that really hits the spot you'll need to go deeper. Ask your customers directly; call them; spend some time interviewing them. What they say could well surprise you.


  4. Find the story behind the content. The most valuable content of all communicates a strong story - not just a story of what a business does, or how it does it, but why the business exists, its purpose in the world – beyond financial targets.


  5. Set out your content vision. Now we get to the heart of your valuable content strategy process. What is the conversation you want to own with your content? Think big here. As a business, what are you better equipped than anyone else to help people with? Find that sweet spot then set out an inspiring vision for your content marketing around it.


  6. Make a commitment and plan. Aim to build up a bank of high quality content that you can distribute effectively throughout the year. But remember, consistency and quality are always more important than volume. Create an achievable schedule - something you can stick to.


  7. Prepare your platform and pick your tools. Make sure your website platform can support you in making your strategy work. Think about the content creation and distribution tools you need to support your strategy.


  8. Organise. To make your content strategy work you'll need a team, a budget and an efficient process. But who will be involved? What roles do you need in place to make the process work? Think about how you will manage and control what you do.


  9. Measure what matters. Work out how you will assess whether your new strategy is working. You've already done the thinking about your objectives and goals so refer back to them. Create a set of meaningful measures that are aligned to your ambitions as a business.


  10. Make it so. The power of any good strategy is in its implementation. Understand what content, tools and resources you already have at your disposal. Conduct a content audit and gap analysis. The place to begin is a detailed look at your current content. Does it meet the needs of your new content strategy?


There's no doubt about it, marketers who take time to plan their content strategy are more effective than those who don't. If you want to drive real competitive advantage do the hard thinking and write your content strategy down.


Copyright © 2015 Sonja Jefferson is an expert contributor to Marketing Donut and content marketing consultant at Valuable Content. Sonja is co-author, with Sharon Tanton, of Valuable Content Marketing.

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