When your audience does not respond to content, there are no ideas for posting, coverage is dropping and it seems that promotion through Instagram – is not for you, it’s time to engage in a content strategy. A content strategy is a written plan for creating and promoting content, aimed at solving specific tasks and achieving a goal.
The lack of a content strategy leads to the step-by-step demise of the account: if the content isn’t interesting to the audience – they won’t like it, save it, finish it, or comment on it, blog engagement will drop. Engagement in the blog will fall, and Instagram will not recommend your profile to potential subscribers and clients, it will show your posts in the feed less often. Your posts will disappear from your feed, and your subscribers will unsubscribe from your blog or forget who you are and why they are subscribed to you. And a good content strategy is when you give your subscribers what they want.
DEVELOPING A CONTENT STRATEGY: A STEP-BY-STEP PLAN
A content marketing strategy is needed only if you have a clear goal for promotion. If you occasionally post on social networks for a narrow circle of friends and you do not care whether someone reacts or not – you do not need a content strategy. But when the goal appears, for example, to get a response from the audience, gain subscribers and start earning from the blog, you need to develop a strategy. The topics of your blog can be different, you can write about variations of online roulette, art or IT.
THE FIRST STEP: WHY ARE YOU CREATING CONTENT?
Answer the questions:
- What goal should the content solve?
- What goal should it lead to?
So, for example, your goals can be to show that you are an expert, to increase audience trust, increase sales of products and services, increase engagement on the blog, attract new subscribers.
STEP 2: RESEARCH YOUR COMPETITORS
Go to your competitors’ pages and gather useful information:
- What do they write about?
- What topics do their posts get the most response to?
- What topics “don’t get” the audience?
- What questions go unanswered?
- What do they criticize in them?
It is necessary not only to adopt positive experiences but also to find something that will distinguish you from your competitors, help you stand out.
STEP 3: MAKE A CONTENT PLAN AND CREATE A CONTENT STRATEGY
We’re getting to the most basic step, creating a strategy. To make a content plan you need to know a goal of content creation and the time frame for achieving that goal, think about the target audience (demographics, interests, content preferences), advantages over competitors.
And a content strategy can take more than one day to create. This is a long process that requires analysis and planning skills. It’s easiest to trust a professional to do it.
Content strategy is not the easiest topic, and it is much more important than a publication schedule. It outlines the path from the starting point to the endpoint, the goals, and objectives of the content, how to achieve them, and the metrics for evaluating effectiveness. So, the right content strategy will be a compass and guide for creating, buying, ordering, framing, promoting, and evaluating good content.