Content marketing is now an essential part of any successful company's marketing strategy. Yet many marketers of small and medium-sized businesses underestimate the importance of a carefully planned and well-documented content strategy. Find out why a content strategy is essential and how to develop an international strategy in the following article.
Why do you need a content strategy?
Marketing without a strategy is like fishing in murky waters. Gone are the days when it was enough to post occasionally on social media or update your website content every 6 months. To be successful in the long run, marketing relies on content strategy. The secret to successful businesses today is to have a solid plan behind what they publish. The most important prerequisite for successful marketing is therefore a well thought-out strategy. The goal of this strategy is to increase marketing effectiveness through careful planning, production and distribution of content that is relevant to the target audience.
The content strategy answers the following questions, among others:
- Who exactly do you want to reach?
- What will they publish?
- Who will create and manage the content?
- Where will the content have the greatest impact?
- When is the optimal time to publish?
- How will you implement your strategy?
Crafting a custom content strategy isn't just about creating copy, videos, or podcasts. It's about the long-term planning of what content needs to be distributed at what time through which channels to achieve the greatest possible impact with target audiences.
How is a content plan created and structured?
There are various options available for creating and structuring a chart of accounts. Usually an Excel spreadsheet, calendar software is sufficient to create a well-structured content plan. The plan is created for at least six months better for a year in advance. Start with the marketing goals: how many leads, followers or new customers should be reached every week, every month or every half year? These plan goals are important to be able to review the success of the marketing efforts and, if the goals have not been met, to make adjustments to the content strategy if necessary.
Dates and opportunities determine content and execution
It is important to set precise dates in the content plan. That is, at what intervals or on what dates content should be created and published. In addition, the plan specifies who is responsible for creating and publishing the respective content, what type of content is to be created, and which channels will be used for social media communication. Special dates and events should also be included in the plan. For example, Mother's Day, Christmas or the start of major vacations. Important trade shows and conventions that you may be attending should also be included in the plan. These events are a good opportunity to address your target group with interesting content.