Whether you’re a content writer or managing editor or the founder, working for a digital publishing company could drive you crazy. That’s why you’ll need something that will keep you sane—and this is where content development strategy comes in.
As I’ve mentioned on my previous post, a content development strategy enables you to point out your goals, identify your niche, and target audience. Additionally, it keeps you on track with all the promotional stuff that you need to do.
However, your strategy cannot be effective if it lacks the essential elements. So, what are the must-haves of an effective content development strategy?
Of course, there’s no sense in creating a content development strategy—or creating any type of content in that case—if you don’t have a defined audience. More than just an audience, they are also your business’ potential and existing customers. They are the ones to whom you should build and maintain relationship with. This is not just about the recognition or the revenue but knowing who your target audience are to point out what type of content to produce, how you’re going to publish it, and what channel to use in order to promote it.
To put it simply, the objective of your content development strategy is the reason of why you’re creating it in the first place. In my opinion, your strategy must have two goals:
Beneficial For You and Your Brand
According to a research conducted by Content Marketing Institute, 9 out 10 B2B marketers are using content marketing to achieve their business’ desired results. Whether you’re a business owner, digital publisher or someone who’d like to promote yourself as an industry thought leader, your content must be beneficial for you and your brand.
You can do it by making sure that your content development strategy will serve your business’ purpose, be it to be a top name in your industry or to attract customers to increase your revenue. Plus, it should adhere with your mission and vision.
Beneficial for Your Audience
As pointed out earlier, there’s no sense in creating a content development strategy if you don’t have a target audience. Without them, you won’t have the reason to create, publish and promote content. Therefore, whatever you share online must benefit them. You can achieve this by seeing to it that your content (1) answers their questions and (2) solve their problems.
Content structure is not just how you format a blog post such as adding header tags or center-aligning all of your images. It is actually identifying what type of content you should share often, and other kinds that you can include.
Should you post video blogs instead of blog posts? Or would your strategy be effective if you use infographic? What about a 70/30 mix (70 blog post, 30 percent video blogs)? Aside from the type, you also have to consider the topics that majority of your post should cover (e.g. 85 percent social media posts + 15 percent search engine optimization).
Regardless of the type, you have to bear in mind that your content must be something that your audience can easily consume and share, as well as easy for you to deliver.
Editorial and Publishing Process
A website, whether it’s just a personal blog, a company blog, or a digital publishing site, must have an editorial and publishing process. This is to prevent you from posting flimsy content that will be unsubstantial to your audience. You don’t want them having a “meh!” attitude towards you and your brand, do you?
Aside from having a target audience, a content development strategy is no use if you don’t include content marketing in the mix. Even if you already know the demographic of Internet users who are likely to consume your content, it won’t work if you don’t have any way to promote it. This includes optimizing your content for search engines so they would appear on result pages using relevant keywords, and strategically promoting them on various social media channels. Simply put, content marketing enables you to make sure that someone will read or listen to whatever you share online.
Aside from keeping your sanity, an effective content development strategy allows you to create content that will be relevant to your reader. In addition, this will also aid in making sure that whatever you post on the Internet is well-crafted and only of high quality. As a result, you can have something that is worth sharing and worth talking about, as well as ways to promote it.