Rohit Bhargava shares great questions for a relevant content marketing strategy:
- “What is the problem you will try to solve? Great content marketing focuses on answering a key challenge or question that relates to your business.
- How can you make it about more than you? This is not a sales pitch. It needs to be useful and offer more context beyond just how great your product/service is.
- Who’s going to care to read and share it? It needs to be interesting, but the sharing is particularly important, as great content marketing should be something people can’t help sharing.
- What’s the best platform and format to use? Think about video versus blogging versus downloadable PDFs and what will be easiest for your audience.
- How will you promote it? Plan to spend quite a bit of time thinking about how people will find your content, as it is completely useless if no one can locate it.
- How will you know if it’s working? Your metric for success may be directly tied to sales, or awareness, or consideration. Whatever it is, know before you start how you’ll tell if it was successful.”
A great content strategy can also integrate some tools to find opportunities and transform them into value added:
- how to track the semantic path that consumers use or don’t use to come on your online platform?
- how to integrate potential new opportunities that you’ll find while you’ll experience the comments/feedbacks/questions/surprises of your users ?
So to summarize: define a strong brief, forecast the reasons of success, and think about integrating what your experience will add to your content marketing strategy!