Very few corporates in Kenya understand what content strategy is. We have yet to come across any who have taken the time to come up with a well written Content Strategy for their company.
The main reason for this is simply the fact that very few companies have taken the time to understand internet marketing and its importance in the growth of their companies.
This is extremely worrying and companies need to understand the fact that whether they like it or not, the world has gone digital.
While Kenyan Corporates are busy attending another seminar on digital marketing, their target market is already online, either engaging with their competitor or searching in vain for a solution.
Just take a look around. Companies all over the world are busy creating and distributing content. Brand has never been more active as they are now in developing content to attract customers and win their loyalty.
In America, research indicates that 1 out of every dollar budgeted for marketing and branding is being channeled to internet marketing. While this might sound crazy in the Kenyan market, we are slowly and surely heading in that direction, as fiber is being laid in every part of this country.
Anyone in business cannot afford to ignore the importance of Content Strategy if they plan to survive in the increasingly competitive market.
The need for a solid content strategy has never been greater. Like in every other part of the world, this is the most important component of internet marketing, yet the most challenging.
3 Pillars of Content Strategy
Before embarking on the creation of content, every corporate must understand the three main pillars of Content Strategy. Once you understand the basics of content strategy, everything else will fall into place.
1. Why – The Starting Point
For you to succeed in Content Strategy, you must start with the goal. These goals are simply what you want to achieve at the end of the day.
Focus on lead nurturing sand conversion. Your content should be in line with a marketing perspective that encourages people to give up information about them that will help you market your product or service to them. Encourage them to sign up for a ‘demo’, registering for downloads or subscription to newsletters. Once the people are safely in contact you can then make sure the content is geared towards converting these leads to sales or action.
Ensure customer retention. Give the promised to the subscribers and ensure that the content is quality and reliable. Make thee customer gain or look forward to your posts.
The point is to keep contact with the customers and ensure their stay or visit to your content is satisfactory and will make them want more and by extension consider your product.
Get your subscribers passionate, this is where you start to learn the success of the right content marketing strategy. You would have created a great relationship and feedback system that will work along way towards getting you more customers from the generated leads. Active subscribers will always lead to sales and success with a high turnover ratio.
NOTE: The above objectives should have a direct impact on revenue, lower expenses and happier customers.
2. Audience Building
Audience is the key to prosperous marketing. From media to publishers everybody targets audiences; they determine the marketing value and budget. The numerous bill boards around busy highways show you how this is imperative to a marketer.
We must understand what the specific audience that is targeted wants and needs. The content has to be structured with the needs and wants of the clients in mind to ensure successful interaction and audience building.
The content strategy to be put in place must be capable of answering the basic W’s and H of communication that may be in the clients mind. Who are your clients? What do they need? Where can they be found? Why should they interact with you? When is right. How to do this? These pertinent questions should be answered in line with the context and be optimized.
Note: There is a great risk of getting irrelevant if the strategies to examine audience needs are not well employed. For the audience to build and stray on your site, content should be geared towards their needs, concerns and interests.
3. Mission Establishment
After identifying the audience and all parameters involved with regards to their needs and wants, it is important to have a clear picture of what you want your mission to be.
This should revolve around the core target audience, the message and the desired outcome.
It will help you structure your content accordingly. Putting emphasis on who is will you’re your niche or business grow further, the right information that should be put out there like advice, insights, inspiration and many more.
Be a reliable and trusted destination for information that is relevant as this will make your clients look for you any time they need your services.
Having a sound content is just a beginning now post it, your site your blogs strive to spread the message. Monitor the feedback and you will know whether your strategy works or you need changes. This continued monitoring and evaluation of your content will help you achieve the desired outcome for your site.
Walk the talk, define, research, strategize and implement. If anything goes wrong, adjust and repeat the process. Having goals and well defined message is the key to great content.