A simple way to get more in touch with your audience is by trying to connect your brand content with their personal goals. In this guide, I will describe the concept of alignment as an exchange of value between a brand and its audience, which ultimately leads to shared gains. To align your content marketing goals with your audience, it is important to first define the expectations from both sides, and then follow up with a map of the feasible paths to reach the target. To define the goals, let us separate a branding strategy from content marketing strategy for a moment. While your branding strategy should consist of brand purpose, visual identity, messaging, that is not a content marketing strategy. The content marketing strategy should leverage those brand identity attributes and connect them to a set of goals, that will be reached by producing tailored content. Content marketing goals can range from increasing brand awareness, creating for a niche audience, to content supporting the launch of a new product or service. To relate your goal to those of your audience, start by looking at the target audience and your brand purpose side by side. Think about your content as a solution to a problem that your audience has, and how you can present it to them. That means that your brand can find common ground by providing the right content that will fill in the blank and offer the audience a way to reach their goal. It is important to have in-depth target audience profiles on the people you are trying to reach with your brand. If you do not have your target audience documented yet, I highly recommend you devote some time to that process before you start working on your content strategy.
Things move quickly in the marketing world, as new trends and data constantly washout some of the previously practiced techniques or concepts. One of them is the concept of funnels that will lead your audience from the discovery of your brand, all the way to a conversion. Your content goals can include one or multiple of these stages, and each stage has different points of interaction where your brand and your audience can exchange value between each other. These are the points where your content marketing strategy comes into play. The interaction can happen through social media discovery, search engine discovery, and paid promotion. Therefore, the brand would need to produce optimized content for social media platforms, search engine optimized content, and other promotional material. First, define the general message that you want to get across to your audience with the content you will be creating. Comparing stages of their journey. Each stage can be an opportunity to connect with the potential audience with tailor-made content. The bigger your goal, the more involvement from your team you will need to make sure that you are on the same page through the journey.
If you have made it this far, that means that you have done most of the strategic brainstorming, and now it is time to get down to the logistics of your strategy. Once you have a plan of exactly how many, and the type of posts that you will use to reach that goal, it is time to plan for the details. You need to meet each point of interaction with appropriate content for the exchange of value. After a set interval of time has passed and you’ve collected enough data through tests and content tracking, you should create a report on key findings, and the overall success of the strategy that you implemented. Use the learnings and insight from the marketing report to make decisions about your content strategy moving forward. Creating content is all about creativity, so you or your team can get creative and find a way to adjust these steps as it fits your specific needs and purposes. This guide generalizes some of the things so they can be applicable to any type of content marketing goal. You can use things many things to present your strategy like tables, photos, mood boards, sticky notes, or anything else that will spark creativity.
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