May 30, 2011

Key Elements of a Successful Content Strategy

Having a strong content strategy, whether it is a blog, a newsletter, whitepapers, webinars or podcasts, is central to your online presence. Content is one of the good business growth strategies (it helps to increase awareness and brand equity) and if executed correctly, it can help with creating competitive advantage.

So, what are the elements of a successful content strategy? I have outlined some of the tactics you should consider when it comes to content.

Know Your Audience
It is critical to define your audience and their needs because this will reflect on your content. Why would somebody subscribe, like, or follow your content? It’s because your brand offers them something. Make sure you deliver what they need. 

Know Your Platforms
As I mentioned in my previous post, people are diversifying in the forms of channels they use. You need to find out which platforms are most appropriate to your niche. For example, your business might get more use out of LinkedIn and Email than Facebook and Twitter. Or a big percentage of your audience might be using iPads, so you need to make sure your content is effectively delivered there. 

Be Valuable
Providing superior quality content is the key. You need to be relevant and valuable to your readers to build a sense of loyalty and credibility to yourself. Your content should prove that you are a reliable source of knowledge and information. 

Be Consistent
If you cannot be consistent there is almost no point in doing it unless you are doing it just for your own pleasure. Planning is the key to keep the content flowing; know when to write about the certain topic. It also builds a habit in the mind of the reader and keeps him engaged.

Don’t Forget SEO
Google has tweaked its algorithms to reward good content. Don’t forget to focus on keywords and encouraging those with a high PageRank to link in your direction. Consider SEO for different forms of content; text, video and images. 

Check your analytics regularly to see how your readers are reacting to your content and where they go after reading each piece, and optimize accordingly.

Have I missed other factors for a successful content strategy? Let me know in the comments below.

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