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No matter what medium you are using to communicate with your customers, having a strategy is an important first step. Not only does a strategy ensure that your readers get the message you are really trying to convey, it also ensures they are engaged by your message. Without engagement, there is no point in communicating.
Here is a brief overview that should help you get started with your content strategy.
Be True To Yourself
Before you even get started writing content for your website or social media it’s important to take a good hard look at what your company is really about, what it stands for and what your goals are. Passion is contagious – if you can make it come through in your writing your audience will notice. Write about what you know and what reflects your company’s vision and goals.
Timing is Everything
When crafting a content strategy one of the easiest way to engage your audience is weave your message into a discussion about current events, the season or even holidays. Nothing is more powerful than a message that people can relate to – a florist talking about centrepieces is interesting to a certain audience, but a florist talking about centrepieces at Christmas time opens up the topic to almost anyone (or at least anyone who celebrates Christmas).
Know What Your Audience Is Looking For
If you want to engage your audience it’s absolutely vital to give them what they’re looking for. If you’re a home builder, writing about tropical destinations probably won’t be a good fit for your audience. Unless you are able to tie the topic back to your business goals and values, you’re wasting your time.
Know Your Competition
Whether you’re a small business or a massive corporation, you have competition online. You need to do things better than your competition or it’s nearly impossible to get noticed. Focus on how you’re different, how you’re better and why customers should be knocking on your door. There is nothing wrong with embracing and discussing your differences, just ensure that you focus on selling your benefits.
If you want to create a killer content strategy, keep in mind the following points:
- What are your visitors looking for? Ensure that your content gives them what they are after.
- Is your content accurate – nothing speaks to your credibility more than accuracy.
- Is your content relevant? If your audience isn’t interested in your message, there is no point in delivering it.
- If your competition is delivering a similar message – if so, how is your message different?
- Is your content timely? Capitalizing on current events or holidays is the easiest way to engage your customers.