Are you aggressively posting on social media and updating your blogs to maintain the relevance of your brand? If yes, then how often do you ask yourself – ‘Is it working?’
This simple question is often hard to answer because measuring growth is a continuous process. And so is keeping the audience engaged with your content. You need to grow with them, with time and with changing trends.
If posting ten random posts a day is working for you then ‘good for you’. But if it’s not then the problem might be with your content and your lack of strategy. You can’t talk about Food in your one blog and then suddenly switch to ‘Important of Artificial Intelligence in tech world’ in another. Reason – you build your audience by putting your content out there and lose them by doing the same.
Look at it this way.
Let’s imagine you go to a busy street with a microphone in your hands. Your job is to sell laptop covers because that’s going to pay your rent, credit card bills, and other big expenses. Now, you start yelling on top of your lungs, “Can I have your attention for 5 minutes? If you don’t find it interesting, I will let you splash a bucket of cold water on my face.”
People start gathering. First, there are 10 people, then 20, 30, 40 and suddenly it starts to look like the whole street that looked insanely busy a while ago, has stopped to listen to what you have to say.
Remember, you don’t know who is going to buy your laptop cover because people of every age group have gathered around you. On top of that, you don’t have any interesting things to tell these people. You are just there to sell your product. What do you do in such a case? Get ready to be splashed with cold water, while hundreds of people watch you. Maybe your video of being splashed will go viral and you will be remembered for a few days. But that video is not going to pay your bills, right? And honestly, 90% of people only gathered because you said you are ready to get splashed by a cold bucket of water (We will come back to this mob mentality, later in this blog).
That’s exactly what happens when you post your content over the Internet without knowing who will receive it, how they will receive it and if they will give it attention or not. There are other factors to consider too.
How can you step up your content game and hit your target audience?
Whether your agenda is to sell your product, build a readership, gain followers or turn your business into a brand, good quality content is what you need.
You think anybody has time or attention to give you just because you have a product that can make those people’s lives easy or a blog thread that can help people with depression? Absolutely not. People only see what they want to see. It’s our job to grab their attention and force their subconscious into believing that what we are showing them is relevant in their life. And in order to do so, you have to establish a content strategy.
What is a Content Strategy?
Content Strategy is basically coming up with a plan even before creating the content. There are a few deciding factors that are important to keep in mind before coming up with a content strategy.
You have to define your goals, you have to find ways to create unique and good quality content, you have to establish the problems it’s going to solve, the channels of publishing and in the end, monitor the outcome of your content in order to perform better. CEO & Co-founder of Hubspot, Brian Halligan once quoted, "What separates good content from great content is a willingness to take risks and push the envelope".
Why do you need a Content Strategy?
I think our previous argument has already established how important good quality content is. From posting a daily vlog on YouTube to writing a blog that can help thousands of techies around the world, there’s a lot of strategizing that goes behind creating good quality content. The reason why content is given so much power in today’s world is that it is what defines the majority of the things we see in our everyday lives from advertisements to a series on Netflix.
So, in order to make it easy for you to understand, here is a small list that will not tell you about the Content Strategy you want but the Content Strategy you need. In order to create good quality content, you need to define a content strategy that will help you in achieving your goals.
Things to keep in mind while developing a Content Strategy
1. What is the goal of your content?
The first thing to keep in mind before creating content is the goals you need to accomplish. If you are aspiring to be a Vlogger on YouTube then your goals will be different from a photographer who needs customers who are ready to hire him.
Different goals ask for different types of content. So, if you want to generate followers, create the type of content that they would subscribe to. Keep your goals in mind and it will be easy to create content for the same.
2. Who is your target audience?
Another major thing to keep in mind while creating a content strategy is the target audience. Whom are you targeting? Where will you find your customers? This is something that requires a bit of research. Since you are selling your expertise with your content, you will have a different set of audience, an audience who is genuinely interested in what you want to say.
Your content should be engaging enough to keep that target audience interested. The best way to do that is by not deviating from your niche.
For example, if you are a fashion photographer, your strategy should reflect that. Your content should be around the fashion industry. Whether you are making Youtube videos or writing blogs, make sure that it is relevant to you your niche.
3. What problems will your content solve?
Do you have to define the purpose of your content? See if your content is solving any problems of your audience. If it is not, then you will have a hard time managing such content.
A content that solves a problem gets more engagement than the one that does not. This is the reason why tutorials are famous on the Internet. People are always finding solutions to their problems on the Internet.
4. Who will write your content?
This is the question that most people don’t even consider until it is too late. Good quality content highly depends upon the creator itself. If you are good with content and create it for multiple platforms then do it yourself.
But if you cannot, don’t shy away from hiring one. Hiring a good quality content creator can be a bit expensive but it will all be worth it once you start seeing results.
5. Which platform to use for your content?
If the quality of the content is important, then so is the platform it is being posted on. The attention span of your audience differs from platform to platform. The attention span of a person is too low.
It’s like reading a good headline. If one likes it, only then he reads the whole article. If he does not find it valuable, he will just ignore it. You have to come up with content that can be posted on different platforms such as Blogspot, WordPress, YouTube, Instagram, Facebook, LinkedIn, etc.
6. Handling the comments
The big advantage, as well as the disadvantage of putting your content out there, is comments. This is the age of the internet. If people don’t like something, they post it on Twitter, if they like it they post it on Twitter, Instagram, and Facebook, or maybe even LinkedIn.
So, if you are getting positive comments or reviews then congratulations but if you getting negative comments, learn how to handle them. Handling negative comments is pretty easy. Agree, Accept and Improve.
This is where the mob mentality, which we talked about before comes, into play. People will form their opinion on the reviews you have got. You can't really do anything about it apart from giving a better delivery and doing something extraordinary.
7. How to manage the content
A good content strategy comes with a great content management system. If you have a website where you post photos, videos or blogs, it’s better to have CMS. A good CMS can help you manage your content on different platforms.
Content is King, that’s for sure. But how to come up with that content requires planning and the right execution. So, before you post your next content, ask yourself questions like ‘What is the purpose of it?’ or ‘How should I do it?’ and most importantly, ‘What will I deliver?’ Executing the right content strategy can step up your content creation game and give you far better results than posting recklessly.
To know more about creating a content strategy and generate seamless references for your business-