Whether you have a bricks and mortar shop, a full-blown e-commerce site or a website where you present your services, one thing is for sure: you want as many customers as possible. Maybe you have already re-designed your website, started a blog, created a Facebook group or even joined Snapchat – with our without assistance from an agency – only to see that your conversion rate remains the same or even decreases? If it’s any consolation, that happens way ore often than it should. The reason is that it is not enough just to create content and be on as many channels as possible.
READING TIP: to find out more about why you need content and a content strategy and how to go about it,
check out Joe Pulizzi’s Content Inc.
There are no two ways about it: if you want to succeed, you need a content strategy. One that is tailored to your business and to your (potential) customers. Because there is no fool-proof template for a content strategy that will suit everybody’s needs, here are some key questions to answer before you can create that content strategy that will work for you.
6 key questions before you get started
Q1: who are your clients?
This first step is often overlooked but absolutely crucial. You need to know who your (potential) customers are before you can decide what they need and where you will find them. Quick tip: setting up personas is a good way to get started.
Q2: what do they need?
Once you know who your customers are, ask yourself what they need. Are they looking for a bargain or for information that will help them achieve their goals? Are they first-time buyers who are looking for tutorials or do they need more in-depth answers to their questions? Remember: great content will bring customers to you but – even better – it’s a really powerful tool to help them through the sales funnel.
Q3: what can you offer them?
Think about your customers’ needs and how your products or services can help them achieve their goal. Also, make sure you know what makes you unique so you can stand out from your competitors. This way, you will be able to outline your business goals as well as define the customer needs and determine how your content efforts will be significant for both.
Q4: how do you want to reach them?
There are so many ways to ‘package’ your content. You can go for a text-based approach, fully embrace the power of video or decide to rely on visuals to get your message across. The one thing you need to know before deciding which format(s) to use, is what comes naturally to you and what will appeal to your (potential) customers.
Q5: where can you find them?
Customers nowadays are ‘on’ 24/7 and use multiple devices. You really need to reach them where, how and when they want. As it’s almost impossible to be on every possible channel, you need to pick the channels that are right for you and your customers and fully focus on those at the beginning. Once your foundation is set, you can of course experiment with other ways to reach them, but make sure your customers can find you in their ‘natural habitat’.
Q6: how will you set up a calendar and define KPI’s?
Once you have the answers to all the questions above, it’s – finally – time to set up your content plan. Decide who is going to create and approve the content and define it in a content creation process. Use a content calendar to follow up when and where you will publish your content. Last, but not least, determine how you will measure the success of your efforts.
Feel ready to set up your content strategy? Just let us know!
The answers to the questions above will definitely help you see where you need to go and what you will need to do. But maybe you feel like you need some more advice or assistance to get it done? At bibicontent, we’ll gladly help you in any way we can. Just fill in the form below and we’ll get back to you in a jiffy!