The French Content Marketing specialist You Love Words deciphers the elements to take into account for a successful content strategy. A complete guide to read before getting started. Before setting up a content marketing strategy, you have to ask yourself the right questions and define the right strategy. This is exactly what You Love Words helps you to do Hong Kong WhatsApp Number List its latest white paper. To achieve a clear and effective strategy, you must first ask yourself 3 essential questions: What are my goals? Without a goal, there is no precise strategy. What is my experience with the subject? You have to understand the history of your business in terms of content. Have you ever tried ? What has worked or failed? What resources are at my disposal? Impossible to launch without resources. In particular, you will need skills in project management, editorial, design, technique, etc.
To go further and build your strategy, You Love Words recommends operating in 4 steps: You Love Words recommends the SMART method. Your goal should be: specific, measurable, acceptable, realistic, and time-bound, which they explain in the white paper. For example: generate 30 leads in a month thanks to your blog. To be successful with your strategy, you need to know who your content is for. The more information you have about them, the more targeted your content will be. You can use this type of template to define your personas: To find this data, you will need to investigate: Google Analytics data, feedback from your teams, social networks, interviews, etc existing content Before you start, you need to audit your content … and that of your competitors. Start by listing all of your communication channels: sites, blogs, media, social networks.
Define a clear strategy
Newsletters; as well as the subjects covered, the studies, the tone and the editorial line… You have to cover everything you produce. Obviously take stock of the actions taken to see what works and what not. Also conduct a competitive audit: what are your competitors or partners doing? Observe other market players for inspiration. Launch the first actions It is essential to have a schedule for the creation and enhancement of your content. There are steps to follow if you want to convert your prospects into leads. For each step, you will need to offer different content. First step: generate traffic to your site or blog. You will offer content focused on the needs of your targets. You will then have to create formats such as blog posts, infographics, interviews.
If, on the contrary, you are looking to convert a lead into a customer, you must offer more “pushy” content, between informational and promotional. It is important to understand that each content adapts to a situation. Content production Before you get into production, you will have to choose what content to produce: articles, white papers and guides, customer cases, infographics, videos, podcasts, pillar pages, social content. Producing content also involves organization. You Love Words advises you in particular to set up an editorial committee in order to gain in efficiency. It must bring together the people in charge of the content, the referents and experts on the subjects, as well as the service provider (if a service provider is integrated). Measure your actions Last crucial point in its content strategy: measure its actions. To do this, define the right KPIs.
Measure your actions
KPIs according to your objectives Brand image: analysis of traffic, visits, downloads, press coverage, number of followers, etc. Lead generation: number of subscribers, lead conversions. Customer retention: number of visits from your existing customers, return rate on your emails, etc. Commitment: comments, sharing. KPIs according to your marketing funnel Attract your visitors Engage your potential leads Convert your leads Moz is launching a new free tool, accessible here: moz.com/domain-analysis . You only need to enter a domain name to analyze the website, whether it is yours or not. You then obtain information on: the authority of the domain, the referring domains, the keywords on which the site is referenced, the strongest pages, the number of recently discovered or lost links, the top keywords, the top featured snippets, the main competitors… You get data on about fifteen indicators.
Clearly, this is not a professional SEO tool: SEOs will prefer their usual services to analyze the performance of a website. However, the free tool created by Moz can be used from time to time by people who are interested in SEO and who want to briefly check some data on their website. They will also be able to analyze a competitor’s results easily. We particularly appreciate the analysis of featured snippets, which makes it possible to discover on which requests a site is placed in position zero. With the analysis of keywords, you quickly see on which themes a website is positioned. You can also access the list of the most asked questions in the People Also Ask boxes, on relevant keywords. However, some data seems incorrect: this may be due to the language of the sites analyzed (or to the experimental nature of some tables).