Content marketing is fun to start but difficult to stick with. Generating new ideas, writing new blog posts, filming new videos, creating new social media posts—if you don’t have a plan to stay on track, it’s easy to get overwhelmed and give up once the novelty wears off.
So, how do you launch a content marketing program that lasts for the long-term, is enjoyable to work on, and gets results?
Set a goal
The first step toward consistent content marketing is understanding your goal. Are you trying to get more visits to your website that turn into business leads? Or do you want to demonstrate a particular expertise to increase credibility for your service in the market?
Measure your results
Next, how will you measure your results? Are you tracking your website analytics? Do you have a good sense of your current social media engagement to benchmark against? Do you have a system for capturing website leads?
Define your target audience
It’s vital to have a clear picture of your audience. In which stage of the buying cycle are they? Are they exploring other solutions in other industries, or have they decided they’re going to buy what you sell—just perhaps from someone else?
Uncover (and remove) barriers
Finally, what barriers are they facing in their decision-making process? Do your ideal customers or clients need reassurance you’re the best business to work with? Do they need technical or functional answers to questions delaying their decision? Or do they need some form of social proof they’re making a good decision by working with you?
With these questions answered, you now know your goal and how you’ll measure it. You know your audience and what they need from you.
Next, you need to know yourself—how much content can you create and maintain for the long-term? To create consistent, successful marketing content, you need a schedule you can stick to.
Plan out your next month using a content calendar, defining when you’ll post and on which platforms. Remember to only commit to what you can maintain for months, not what you feel extra motivated to tackle today.
For each scheduled post, write down the three most important factors about it:
- Its particular goal
- Its particular audience
- The message you want to send
You’ll be left with something like:
- Goal: Drive traffic to sales landing page
- Audience: Managers looking for a one-stop-shop
- Message: We can offer more value by providing more services
Now you know what to write, how to write it, when and—thanks to your content calendar—where to post it.
The final steps are to stick with it, adjust what isn’t working or you aren’t liking, and measure your progress over time.
When you focus on your ideal audience, their specific needs, and your capacity to keep moving forward, content marketing consistency can’t help but follow.
If you need support with the content marketing strategy of your business, contact us and we can help.
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