Prevent content overload: 6 questions to the right strategy

[jrineakter]

Nowadays, every marketer is active in the field of content marketing. But are they doing it right? In my opinion, many lack strategy and focus on production instead of content quality. Resulting in content overload. Having a clear content strategy is a must. This may not seem spectacular, but it makes the difference between being buried under the overload or excelling with good content.

This was also the message of Joe Pulizzi during Content Marketing Fast Forward . There are 6 simple questions you need to answer and with which you will set the strategy for your content marketing.

Content marketing starts with strategy
Content marketing is not about the amount of content you produce. You can put all your effort into continuously producing content, but who will measure whether it is successful? Quantity is not the answer, it is about quality, whether it connects with your target group and storytelling. You determine all this in your strategy, according to Joe Pulizzi. This is explained in his book Content Inc. that we received at the event. He uses the 'six honest serving men' by Rudyard Kipling for this. Who can tell stories better than him? The six honest serving men goes like this: “They taught me all I knew; Their names are What and Why and When and How and Where and Who.” With these old simple questions you lay the foundation of your content marketing strategy.

Why
Usually, the immediate thought is for whom you are producing the content. You immediately think of the customer. By doing so, you are only skipping an important question, namely armenia telegram number list why are you starting with a content marketing approach? This is about business objectives. It can be about branding, you want to become a thought leader or get leads and so on.

Who
Once you have a clear idea of ​​your business objective, you will start looking at which target group you want to address. It is then important to focus on one target group and to be clear about who they are. This way you ensure that your message is well-suited to your target group. If your target group is too broad or you target multiple target groups, your content will be less successful.

What
Once you have your business objective and your target audience clear, then you can start looking at what kind of content you can create. Which form or forms are best suited to your target audience? Marketers often start with the 'what', without having the first two questions clear. The danger then is that you do not pursue your business objective and appeal to a slightly different target audience per content item. This makes you lose your focus and it is at the expense of your impact.

When
Now it’s time to fill in your content calendar. How often do you produce content? Is it once a week? Twice a week or just once a month? Consistency is key here. Would you like to publish new content once a week? But don’t have enough time for that? Are you able to create a quality piece of content once every two weeks? Then settle for less and only publish really good content.

Settle for less and only publish really good content.

Where


Where are you going to publish your content? The location depends on the target group you are targeting. This is partly true. The 'where' can be divided into two camps. The location where you first publish your content and the channels you distribute it with. You can publish it on your own website and then distribute it via a social media channel. Why wouldn't you publish directly on the social channel? This channel is not yours, it is a rented location where you can get to work. In the long term, it is wiser to publish content on your own channel. Who says that Facebook will still exist in two years? Or that they won't change the algorithm again, which will reduce your reach even further than 1 percent?

How
The 'how' is also often forgotten. This also includes two points. How are we going to execute this, for example? People think too quickly; 'we'll do this in addition to our current work'. Even during the break or that quarter of an hour at the end of the day. Determine who is going to pick it up internally and give them enough time for that.

The second point is: how are we going to measure this? Determine in advance what you want to measure (number of sessions, number of other pages viewed, how often is it shared?). Then you can already see how you are going to set this up. Can it be done with current tools or do you need another program? Finally, write down a number of goals that you want to achieve.