Are you happy with the ROI on your content creation? No? You're not alone. Many business owners face this same challenge, including two clients I met recently. Despite vastly different businesses - one is a consultant who commands multi-six-figures for a single contract, and the other a coach working one-on-one with clients - they both had the same problem: a scattered and inconsistent approach to content.
This meant although they were spending time and money creating content, they weren't filling their pipeline. And both of them were frustrated because they could see their competitors attracting clients they could help, simply because they have better marketing.
The solution to this problem is a smart digital content strategy that provides a clear direction for your content efforts. In this guide, we'll explore the key elements of a successful digital content strategy and show you how to get the most out of your content investments.
Step 1: Define your goals
As a B2B business, it's important to have a clear understanding of what you want to achieve with your content. Do you want to drive traffic to your website, establish yourself as a thought leader in your industry, or generate leads? It's essential to define your goals, so you can create content that aligns with these objectives.
For example, if you're a business consultant, your goal might be to generate leads for your consulting services. In this case, your content strategy should focus on creating valuable resources for your target audience, such as blog posts that offer business advice and case studies that showcase your expertise.
Step 2: Position your website and social profiles
Once you have defined your goals, the next step is to ensure that your website and social profiles are optimized to attract your target audience. Your website and social media accounts are often the first point of contact for potential clients, so it's crucial to make a great first impression.
To position your website and social profiles effectively, start by reviewing your branding and messaging. Does your branding accurately represent your business and appeal to your target audience? Is your messaging clear and consistent across all channels? If not, it may be time for a brand refresh.
Once you have updated your branding and messaging, focus on optimizing your website for search engines. This involves researching relevant keywords and incorporating them into your website copy, metadata, and other on-page elements.
Additionally, make sure that your website is easy to navigate, visually appealing, and mobile-friendly. Your website should also clearly communicate your value proposition, services, and unique selling points.
In terms of social media, choose the platforms that your target audience is most active on and create profiles that are consistent with your branding and messaging. Make sure to regularly post content that is valuable and relevant to your audience.
Step 3: Create a content plan
Once your website and social profiles are optimized, it's time to create a content plan. Your content plan should outline the types of content you will create, how often you will publish it, and how you will promote it.
When deciding on the types of content to create, consider your target audience's preferences and pain points. For example, if your audience is busy executives, they may prefer short, informative blog posts or videos over lengthy whitepapers.
In terms of frequency, it's important to maintain a consistent publishing schedule that aligns with your goals and resources. It's better to publish high-quality content less frequently than low-quality content more frequently.
To promote your content, choose the channels that your target audience is most active on, such as LinkedIn or Twitter, and consider using paid advertising to increase your reach. You can also repurpose your content into different formats, such as turning a blog post into a video or infographic, to reach a wider audience.
Step 4: Build relationships with targeted email
In addition to promoting your content through various channels, it's important to build relationships with your audience through targeted email. This involves creating an email list, segmenting it based on the interests of your subscribers, and sending targeted and relevant content to each segment.
To create an email list, offer valuable content such as ebooks, whitepapers, or webinars in exchange for email addresses. Then, segment your list based on factors such as job title, industry, or interests, and tailor your email content to each segment's preferences.
When crafting your email content, focus on providing value to your subscribers rather than constantly promoting your services. Consider including industry insights, tips and tricks, and other relevant information that will help your subscribers solve their business challenges.
Step 5: Track and review your content strategy
Finally, it's important to regularly track and review the performance of your content strategy against your goals. This involves monitoring key metrics such as website traffic, social media engagement, email click-through rates and engagement, and lead generation.
By reviewing your content strategy regularly, you can identify what's working well and what needs improvement, and make data-driven decisions to optimize your results. For example, if you find that your social media engagement is low, you may need to adjust your posting frequency or content type.
How to create a smart digital content strategy
Creating a smart digital content strategy is critical for B2B businesses because it cuts through the noise and shows your clients what they need to know in order to take the next step to work with you.. By following these five steps and regularly reviewing your strategy, you can create and deliver effective and consistent messaging that drives results for your business.
Learn more about my SMART approach to Digital Content Strategy here.