Can we really set up a viable content marketing strategy in the long term ? There is indeed enough to be skeptical when we know how consumers have become versatile ! All it takes is a buzz for content that works well today to be completely out of date tomorrow.
On the other hand, consumers are now over-informed and know exactly what they are looking for. At the slightest misstep, they will not hesitate to abandon your content to go elsewhere. Because quality content , there is plenty on the Internet today.
So, how do you stand out from the crowd while having an effective content plan for the long term?
Build a content plan for the long term
The key to long-term, sustainable content marketing lies in your ability to develop an original , useful and appealing word-of- mouth. This involves identifying goals to be achieved , while remaining flexible enough to listen to and relay trends, anticipate needs and respond to fluctuating consumer expectations.
The best approach to content marketing is to plan an action plan that helps you move forward in the right direction. And this even when unforeseen forces force you to take a detour.
So, how to set up such an action plan?
Your content plan for the long term in 5 steps:
To set up your long-term content plan , you will need to answer 5 basic questions . These questions will help you identify all the issues involved in this preparation.
1) Why do you write content?
This is the first question you must answer. What goal do you seek to achieve through your content plan for the long term?
- Do you want to make your targets and your communities aware of your added value?
- Help them make the right buying decisions?
- Increase the membership of potential or occasional customers?
These objectives will guide your entire action plan.
2) How to reach your targets?
Once goals are set, you must now find ways to reach them . How will you be able to adhere your targets to the objectives you have defined? And so produce the necessary training effect?
This involves associating projects with defined objectives. Example:
- Objective: To introduce you to a new market in another region.
- Project: Organize a PR campaign with the media and specialized sites.
Stay flexible in the construction of these projects that will achieve the objectives. As you deploy your strategy, you can adapt or deepen these projects according to the needs and response rates of your targets.
3) How to communicate effectively?
Next, we must identify the types of communication that are best suited to each project . Always having the goal in sight. You need to focus here on content formats . To know:
- Campaigns: which aim to attract attention, to make you aware of your existence, of your offer.
- Conversations: which aim to maintain the dialogue, to help the targets in their decision-making process.
- The files: which aim at a concrete transformation: of prospect in customer, of occasional customer in recurring customer.
4) When to publish your content?
At this point, you are ready to fill your editorial calendar based on the long term! Make sure you stay connected to the real world . Integrate events from your industry into your program , as well as predictable and recurring events . Schedule content by day, week, or month depending on the number of projects you have scheduled.
5) To whom to entrust the work?
Once you have established your strategy and defined the projects, you must still designate who will be responsible for the proper execution of your plan . One recommendation at this level: that the work is done well!
Any content marketing project involves, at a minimum, the following tasks:
- Project management.
- Html development.
You will probably need outside help to produce relevant content for both Google and the Internet. Entrust this task to a trusted partner who understands your business.