why using a content strategy plan is essential for your business

Oct 29, 2020 | Content Marketing, Strategy

Here at Engaging Content, we love all things content (obviously!) We meet lots of clients who understand the importance of digital content like blogs, videos, social media posts and much more. However, 90% of the business owners we meet don’t have a content strategy or a content promotion strategy!

If you’re creating content but not using any kind of plan or strategy, this blog is for you! In this article we’ll talk about why using a content strategy is essential for your business!

Man writing a bullet point checklist on lined paper

what is a content strategy plan?

A content strategy can look different for every business. However, at the most basic level, it helps you to plan:

  • WHY you’re writing/using certain content
  • WHICH goals you want to achieve for your business
  • WHO you want to reach
  • WHAT content you’re creating
  • WHEN you’re going to create it
  • HOW you’re going to promote it

Your content plan could be in a spreadsheet or word document. It could be detailed or it could be basic. However you choose to format it, you need to have one as a business owner. Here’s why!



1. it makes every piece of content you create work harder

Every piece of content you write should have a purpose. Whether that’s to gain new customers or gain insights into what existing customers want. The idea behind every piece of content you post and/or write is to generate leads to your website, and increase sales.

Google looks for signals such as the number of page visits. Or the time spent on your website to gauge how trustworthy you are. So, if you’re only posting one article a month, compared to your competitor who may be posting once per week, they’re more likely to rank higher than you on Google.

The content you write therefore needs to fit together as a whole, Linking to other pages on your website and flowing into new blogs. By looking at what you want to say and how you want to say it and putting this into a content strategy, it’ll make everything you write work harder.



2. using a content strategy plan keeps you on track

As business owners, we’ve all promised to start writing and creating more content. However, with the best will in the world, this is often something that falls by the wayside. Especially considering everything else you’re doing on a day-to-day basis.

Creating a content strategy, planning what content you’ll create and when you’ll set aside time to do it, will help keep you accountable. In fact, Writing down content goals and objectives makes you scientifically more likely to achieve them



3. A content plan helps you to achieve specific goals

Another great reason you should be using a content strategy is to achieve goals for your business!

Let’s say you have a specific goal you want to achieve. For example, ‘I want to gain 200 more social media followers in the next 3 months.’ Using a content strategy, you can work backward from this goal and think: ‘What content can I create to make this happen?’

You could plan a giveaway. Create some great visuals with strategic hashtags. Or even run a Facebook ad with tailored content to attract new customers.

Creating a content strategy makes you more likely to achieve the goals you set for your business.

4. using a content strategy helps you remain customer-focused

The best content strategies are based on customer research. This is because you can find out all the key information about your dream clients. Including their problems, needs, opportunities, buying behaviours and much, much more! You can then make a content plan that creates tailored content – designed to appeal to your ideal customers.

A great content strategy will then use the information you find out about your customers, to create, organise, and promote relevant content. For example, if you know your customers are more likely to watch a video than read a blog post, you can work this into your strategy.



5. using a content plan increases sales

Every person who comes across your website or social media is on their own journey. From discovering your business to becoming a customer. However, not all of them will complete this journey. The beauty of content is that it can be used along every stage of the sales journey. Helping move customers from one stage to the next.

For example, your content strategy could include problem recognition articles to draw in the customer. Then, you could recommend solution-focused articles to help them understand why your service can solve their problem.

You can also work out where customers are dropping off your website with the help of Google Analytics and work out how to plug the gaps with content. For example, you could have a website visitor that reads your blogs and signs up to your mailing list but hasn’t been in touch. In this case, you could develop an email content strategy that sends them relevant blogs based on what they’ve shown interest in. Here you could also plan to send them a testimonial or a case study to pique their interest.



don’t forget about your content promotion strategy!

Writing a piece of content is useless without some kind of content promotion strategy. Otherwise, how are you going to get your content in front of readers?

The best content strategies will work out the best way to promote each piece of content you write. This could be sharing on social media, sending out email marketing campaigns, or even posting on forums such as Quora, or reddit.

Once again, if you’re using solid customer research, you can work out where your customers hang out online. And plan ways to get your content in front of them.



the importance of using a content strategy, and how we can help

The bottom line is: using a content strategy will help you improve your marketing results. A content plan and a content promotion strategy also ensure you’re staying on track, targeting the right people, and remaining goal-focused at all times!

Great, I’m interested in learning more. What do I do next?

If you don’t know where to start with a content plan or a content promotion strategy, don’t worry! Here at Engaging Content, we run one-to-one content strategy workshops.

You’ll get the chance to sit with a marketing expert for 1.5 hours, learn about content planning, and ask as many questions as you’d like. You’ll then receive tailored advice on how to:

  • Create a detailed content plan
  • Plan the goals you want to achieve for your business
  • Achieve your business goals with content
  • Map the buying journey for your customers
  • Promote your content using digital channels
  • Create great, engaging content that attracts more of your ideal customers

For more information, get in contact with us today!