"The success of our endeavors depends on how well we are able to understand and connect with the human stakeholder we are interacting with"
A content strategy is a plan for what content marketing should communicate to your target audience. Depending on the channel and market segment, the content may differ, but all content marketing is about producing content that creates value for the target group (existing or potential customers or other stakeholders). We consume content through different channels, for different purposes, and at different times. Hence, a content strategy should take into account tonality, expectations, impact and value.
Good content is based on the needs of the target group (from the outside in) instead of that of the sender or based on the sender’s organizational structure or whoever is writing the content. A recurring theme is that companies are so focused on business areas and organizational charts that they forget about their customers (an inside out perspective). At the same time, products and offers are named and packaged in a conference room where the goal is to find something that “feels good”, rather than based on the customer’s needs from start to finish.
A common challenge (especially with larger B2B companies) is that companies create content without a specific goal or purpose. This leads to large amounts of content being created, but the work of disseminating the content in both the short and long term is not carried out all the way to the goal. Content becomes a to-do rather than a strategic tool that creates value over time.
The needs of the target group can be mapped, among other ways, by analyzing search behavior on Google. A modern content strategy should therefore be based on the questions the target group asks online. The process for identifying the customers’ needs consists of the following steps:
The benefit of creating content based on the actual needs of the target audience and then conducting search engine optimization is that it increases the content exposure over time. If the work is done correctly and properly, companies will create content that will drive traffic for a long time to come. Visitors from the target group will come to your website year after year if your content is well written.
Another important aspect of the combination of content marketing and pull marketing is that as channels Google / search engines operate 24/7. There is no way to “turn off the marketing”, hence the content works day and night to drive quality traffic to your website. This increases the value over time as the cost per click is free (earned).
"The opposite of a digital asset is to spend time and money on content that is pushed for a week on social media. Then the page ends up in a content cemetery on the website with no one ever reading it again."