Content is at the heart of today’s marketing strategies. Providing powerful content is a win-win for your company and your customers. It helps your potential customers find you and helps you to demonstrate your expertise and usefulness. If you aim to grow and sustain a successful business, creating and consistently delivering valuable content becomes essential.
In the digital world, creating content is more of a science than an art. Creating content can be expensive with no guaranteed ROI. If you want to create valuable content that adds value to your business effectively, you need to leverage technologies and adopt an optimization process. That’s where Big Wisdom comes in. We support organizations with processes and technologies to create, manage, optimize, and distribute content. We suggest the following process in order to have an effective Content Strategy:
1. Content Creation — Who is your audience?
The better you understand your audience, the more you will be able to create content they need. The first step in your process is to use the right tools to collect tangible data about your audience. You’ll be able to answer questions such as: Who are your readers? What type of content do they need? How are they targeted by your competitors? etc.
At Big Wisdom, we help you answer these questions and eliminate guesswork. Insights will be provided to your content creation specialists to guide them produce content that resonates with your readers.
Your audience is spread all over the Internet. Therefore, your content should be optimized to get your targeted readers from different channels (search engines, social networks, blogs, etc.). The creation of your content is platform-agnostic at first. Even if your content is great, if you don’t optimize it for each channel, you might not reach your audience. That’s why you need to tag it with meta data and optimize it for your distribution channels. Effective content tagging requires specific expertise such as taxonomists or information architects.
2. Content Distribution – Where is your audience?
Once your content is optimized for each channel, you can syndicate it. When you have a big volume of content, you will need automatic scheduler and syndication capabilities. You should effectively target your audience based on their habits of reading.
3. Content Analytics — How your audience interact with your content?
Here’s where marketing becomes a science. Assuming you have created great content and distributed it to the right channels, it’s not guaranteed that you’ll get a high ROI. Every piece of published content must be tracked and analysed. This is how you make sure that your content marketing campaign is effective. Analytics will show you exactly how readers interact with your content. You’ll learn how readers scroll through your page, what portions of the page they pay more or less attention to, what they clicked on, etc.
4. Content Optimization —Assemble your data, and make it useful
If you follow the above steps, you’ll have a lot of useful data that you can leverage to make sure you get the highest ROI from your content strategy. Every content has a lifecycle. After the creation and the distribution, you should track it and optimize it until you get the expected ROI. Following this process will help your content team make continuous improvement. Your content strategy will then drive effectively your digital success.
Big Wisdom provides a turnkey solution to help you run effectively your content strategy. We offer implementation, consulting and support services. We can help you build your own Content Management System, if that’s what fits your needs.
You want to take your Content Strategy to the next level? Get in touch today to learn more about our products and services.