By Sweta Patel
Many businesses today have tuned into the “social media boom,” but how effectively are they reaching their marketing initiatives with these social networks? Many small businesses struggle with results driven social media campaigns due to their content strategy.
There are a handful of small businesses that believe a content strategy consists simply of posting quotes, funny pictures, their company information and other media on their social networks. There is no purpose for these types of posts. A content strategy is catered to a useful experience for the target audience. This includes being aware of the tone, media type, and content type.
“Content is story. And content strategy is storytelling.” Prateek Sarkar of Walt Disney.
Where Do You Start?
Businesses need to first look at what their assets are, as far as content. For example, is there a webpage the audience should look, and then are they directed to an app? What will maximize the information your audience absorbs through a series of different medias?
Purchase decisions are made differently within every audience group. Make sure the story and the experience for your target customer stays consistent. When the business puts their content assets on the table, they will be able to create a story. This story will then be prescribed different content and media type methods (i.e., app, website, video, podcast, pictures, article, press release, etc.) to reach its audience and create an unforgettable experience.
After the content method has been prescribed, you can arrange the different tactical decisions based on your target audience’s preferences. What color scheme stimulates your target audience? What do they enjoy reading? What is your business trying to communicate to the audience? The last item of course is to keep everything maintained. It is like a fad diet, once the content strategy has been brought to an end, your organization will have to start over.
Auditing The Content Strategy
Ask your organization, what are the specific goals in terms of your website? For example, one organization wanted their website to inspire the feeling of nostalgia because it would keep their audience coming back. They also wanted to reward their contributors on the website so they would have a weekly featured article dedicated to a contributor. The website was full of opportunities and the layout made it fun for its target audience.
Now, I want you to go back to your website and make a spreadsheet of all the links to every page on the website. Then, next to those, write down: relevant, current, and appropriate. We want to make sure each of these is checked off for every page of your website. Relevant means that each page on the website resonates with the purpose of the website. Make sure the SEO meta-descriptions, tags, and keywords are relevant to the content on that page, as well. This will help Google (and other search engines) crawl your website and index it.
As an organization, it is vital to have appropriate and professional content. Try to stray away from anything that does not contribute to the target audience’s experience. Your content strategy has the power to leave a bad taste in the mouth of your target audience, if you’re not careful. Use content that will leave your audience enlightened, educated, and coming back for more.
You want them to scroll through all the pages on your website and actually stay on the page. For example, there was a business selling aesthetic services. The owner started involving politics in her copy. Many prospects viewed the content and found it offensive. As a result, they had a change of heart when it came to using her services. Another reason prospects may turn away could be due to how current your content is.
Always keep your content current and update it consistently. When businesses do not update their content on a consistent basis they can face missed opportunities. For example, a small business could receive media attention, but once the reporter sees the blog is not current (nor are the social networks) they may think otherwise. Keep it current, appropriate, and relevant!
Maintaining The Content Strategy
Every time a business adds content to their website they should make sure their content is findable. Check the backend to see if the alt tags are filled in, the meta-descriptions are present, the H1 and H2 tags are filled in, and if the data is linked to other content on the site as well.
After you get them in the door by finding your business, make sure your content is readable. This means no long essays, using bullet points, and keeping it simple. A part of keeping it simple is making sure it is understandable to your audience. Articulate everything in your content so it matches the reading level of your audience. The more they are able to resonate with it, the more engagement you will receive.
On that note, the engagement should lead them to take an action. It is important to include call-to-actions through out the different pieces of content. Whether they have to comment, share it, or link to the content make sure they have to do something.
Sharing the content will take your sales and organization buzz to another level. Add different sharing icons and make it easy for your audience to share what they enjoy reading the most! In this case, the more personable you make their sharing experience the more they will want to share the content! What’s going to be your reason to share content?
Sweta Patel is a young, leading entrepreneur and expert in mass marketing. She is the founder of Global Marketing Tactics. Contact her online at www.GlobalMarketingTactics.com
