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No matter the industry or target audience, consistent content is the key to growing a long-lasting community around your business product or service. A content strategy is the process of planning, creating, sharing, and monitoring content towards business goals.
1. Define Your Goals
It might seem obvious, but it is good practice to always refer back to your initial goal to assist in prioritising your content workload. Using the user intent buyer journey of awareness, consideration, transaction, and retention helps set clear goals for different types of content.
Awareness: First encounter with the product or service
Consideration: Product/Service Comparisons
Transaction: Purchasing the product or service
Retention: Building loyalty
2. Target Audience Persona
To create an extensive content calendar that caters to your target audiences, you need to be specific by using target personas to meet the needs of each segment. For example, for instance, in the case of a clothing store, you can highlight the different styles of clothing you sell.
For example:
Streetwear
Minimalist
Formal/Business Casual
(more details on personas coming soon)
3. Content Calendar Ideation & Scheduling
Once you have a clear idea of how to categorise content specifically for your target audience, you can create a spreadsheet to outline your ideas. If you need inspiration, thoroughly researching competitors is essential for gaining insights and prioritising top keywords while looking at how their content would fit into your content structure.
Now that we have a clear list of content ideas, we need to ensure we have a clear process for creating and scheduling posts.
4. Conclusion
Once your content is published, make sure you promote it across your social media channels and other websites. You can also use email marketing to send your content directly to your subscribers through a newsletter.
As you implement these strategies, remember that the content landscape is always changing. Regularly monitor performance, optimise for engagement, and use successful posts to inspire continuous improvement.
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