Content creation is key to digital marketing strategy. Sometimes it seems easier to just check the box on one piece of content and move on to the next in your long line of tasks, but you might be missing an opportunity to maximize that content with minimal effort. You can keep your messaging targeted to all of your personas and consistent across multiple channels, while better managing bandwidth by following these six simple steps.
1. Bundle your content into themes
Instead of starting with, "I want to write a blog article about my product," first determine a theme that speaks to a customer challenge without talking about feature/functions. Be a thought leader, coach and adviser - offer them something to excel in their job or build a story for something they can't live without. Themes can be pain or goal based. They should be provocative or emotional.
2. Identify your targeted personas
Once size messaging does NOT fit all. Be sure to identify the various personas involved in buying or using your solution. What motivates them? Do they like lots of content or small sound bites? What social groups do they join? Get to know your personas to uncover what excites and interests them.
3. Plan a variety of content types
Now list out the types of content that you could use to communicate this theme: infographics, eBook, how-to-guide, article, white paper, social media. Pick three or more for each persona. Different personas like information in different formats.
4. Start with the big one
Choose the longest content type to create first. Write the content narrative - breaking it into sections that follow a "listicle" or mini chapter format with teasing headlines for each section. Remember, don't list feature functions - keep it educational, and offer tips and advice
5. Chunk your marketing content
Break down your "bigger" content into shorter, bite-size pieces. Use your headlines for sections of an Infographic, or as a new page header in a light eBook. Keep it simple. Don't be afraid to use bold graphics to engage your audience. Chunking is a great way to keep consistency in your messaging, while managing too much bandwidth.
6. Get found
Place your content where your customers are going. Don't just wait for them to come to your website to find it. Post in places, social media venues and online group pages they are likely to visit. Your great content will bring them to your website!
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