3. Establish content details
Once you have a clear picture of your audience and competitors, you can then establish your content details. At this stage, it is important that your team decide on the:
- 1. Type of content to be published. Examples:
- a. Weekly blogs
b. Video tutorials
c. Social media posts
d. Podcasts and webinars
e. Case studies
f. White papers
- 2. The tone of voice to use for brand consistency. Examples:
- a. Conversational
- 3. Distribution channels to share content. Examples:
- a. Social media platforms
b. Press releases
c. Company website
- 4. Promotion strategies to implement. Examples:
- a. Advertisements
b. Influencer marketing
When listing the content details, it is important to also take into consideration your business goals and available resources. For example, when deciding the types of content to produce, take a look at your writing team.
- – Do you have the capacity to create the content you’re considering?
- – Are your technical writers capable of creating engineering case studies and whitepapers?
- – If not, can you afford to outsource to agencies that employ engineering writers?
After you’ve established the content details, decide on your accountability metrics and lay out the production plan to accomplish what you have listed above. For example, identify the group that will focus on producing content, assign who will review the content, and agree on necessary processes. Additionally, list the resources such as manpower and online collaboration tools that the team will need in order to complete their tasks.
4. Set measurement and evaluation metrics
A content strategy is expected to deliver results. To monitor this, you need to set up your evaluation metrics to measure the growth and effectiveness of your content strategy. You will also need to schedule periodic meetings to consistently monitor your plans. Some content marketing metrics to measure are:
- 1. Website traffic
- 2. Lead generation rate
- 3. Conversions
- 4. Keyword rankings
- 5. Follower growth
- 6. Post engagements
Aside from these, you can also schedule content audits for a more comprehensive evaluation. A content audit is a process wherein all content is analyzed to understand which performs better. It is also an effective way to identify strengths, weaknesses, and opportunities for improvement. Remember to choose someone who has a thorough understanding of the content you produce and is well versed with the marketing metrics listed above.