Note, this is the final part in our blog series around creating a content marketing strategy. Don’t forget to read the first blog Creating a Content Strategy for Your Business and the second blog Developing and Planning Content to get the full picture on creating a content marketing strategy.
In the first two parts of this series, we discussed how to develop and plan a content strategy specific to you, your audience, your expertise – and which content types are best for you. Now, it’s time to jump into the practical steps of creating your content, optimizing and distributing it, and measuring your results. Let’s get started!
How to Create Content for Your Business
Now that you know what type of content you want to create, who you want to create it for, and what format it will be best showcased with, it’s time to actually get down to creating the content itself. Whether it’s in the form of a social media post, blog, podcast, or video, here are excellent steps to consider while executing your content strategy plan.
1. Outline Your Content
Create a clear outline before you start working on any piece of content – this can be as small as a page of your notebook for an Instagram post or an entire blog outline. The goal is to use this step to organize your thoughts, brainstorm visuals, and ensure your content will make sense to your audience.
2. Write with Your Audience in Mind
As you begin writing, refer back to the work you did in Part Two of this series to identify exactly what your audience’s problems, interests, and desires are so you can make sure your content aligns with them.
3. Tell a Story
It’s been proven that people connect more with stories than with hard facts. Use your content to tell the stories of you, your brand, former customers, or relatable moments for potential future clients.
4. Edit, Edit, Edit
After creating your content, always review it with a careful editor’s eye. You’ll want to check for clarity, conciseness, and readability, as well as grammar and punctuation.
5. Focus on quality over quantity
You’ll often hear that a consistent schedule is key when it comes to content, but even more important than putting out content all the time is making sure that the content you do put out is just as beneficial to your audience as it is relatable. A few high-quality pieces of content can provide more value than several simpler topics. (This is actually the #1 mistake we mentioned on our Blogging Mistakes You’re Makings As A Small Business Owner blog!)
Use SEO to Your Advantage:
Search engine optimization (SEO) can take content that is of high value to your immediate audience and broadcast it across a larger scale. Here are a few quick tips that can make a big difference:
1. Use relevant keywords
Tools like Google Keyword Planner can help you find specific words or phrases that your audience is already using to search for content like what you’re creating. Use them naturally in your content – headings, subheadings, and where you’d use them if speaking out loud work best.
2. Optimize your headlines and meta descriptions
These two areas can make a big impact in the searchability of your content. You’ll want to make sure they’re compelling and include your main keyword to encourage people to click on your content.
BONUS TIP: Repurposing content allows you to get more mileage out of your existing work. For instance, a new podcast episode can be trimmed to short clips for TikTok or Reels, the transcript can become a blog post, it can be reposted on YouTube as a video, or highlighted as pull quotes on social media!
Track Content Performance and Adjusting Your Strategy
Great! Now you’ve created and optimized your content – but that’s just the first step. To determine whether your content strategy is delivering results, you need to track key metrics and use that data to refine your content strategy in the future! Here are a few examples of common metrics:
1. Engagement
Track likes, shares, comments, and mentions on social media. High engagement indicates that your content resonates with your audience.
2. Traffic
Monitor how much traffic your content drives to your website. Tools like Google Analytics can show where it’s coming from (like search engines, social media, etc.).
3. Conversions
Measure how many people “convert” from each piece of content. This could mean making a purchase, or simply signing up for a newsletter or downloading a resource depending on the goal of each piece of content.
4. SEO Performance
To make sure that your content is performing well on search engines, track your content’s SEO rankings and keep an eye on which keywords perform best.
Analyzing Data and Adjusting Your Strategy
Now that you have your numbers in, it’s time to analyze the data so you can continue to improve your content strategy. Here’s a step-by-step approach to make the most of your data:
1. Review Your Numbers Regularly
Set aside time each month to review your key metrics and see how your content is performing.
2. Identify Patterns and Trends
Look for patterns in your data. Which types of content perform best? (Note: Keep an eye on which metrics matter most to you. An Instagram post could have great engagement but doesn’t drive traffic to the website like you wanted. Look at the entire picture!).
3. Make Data-Driven Decisions
Use data insights to adjust your strategy. For example, if video content consistently outperforms blog posts, you’ll know which area you might want to grow in!
4. Test and Experiment
Content strategy is not one-size-fits-all. Create different versions of headlines, formats, or posting times to discover what works best for you and your audience.
Make Sure Your Content Is Working for Your Business
As you review your content, you’ll want to identify what is working, address what is not, and adjust as necessary. Overall, if you stay consistent, allow flexibility and pivot when necessary, and continue to stay updated on new trends and best practices, you’ll see your content strategy flourish.
