July 27, 2015: Usually, when considering content, we think either in terms of discrete tactical initiatives or high marketing theory. However, there’s usually very little talk of how brand strategy applies to content creation. Here, we define strategic goals as those that fulfill the overall brand promise and business case of the enterprise. This is different from tactical execution, which concerns the techniques of creating the content, using distribution channels effectively, and measuring results. Tactical execution is how, and strategy is why.
Here are 8 steps to help you plan out your strategic content goals:
Understand your brand promise. Companies constantly struggle with their brand promises, as shifting market conditions present challenges in delivering value. However, if you understand your product, your company, and its value offer, then forging a content strategy becomes easier. This is at the level of your overall company brand, not that of an individual product.
Set your overall goals. Determine the end state of what your strategy is. This often gets confused for tactical! Keep your eyes on the prize and keep it on-brand. The strategic goal is the long term business case for your brand. Set up long term numerical KPIs over the long term (double web leads, increase engagement by X, broad revenue goals). Hard numbers create accountability. An example of this approach is a yearlong plan with specific goals for multiple tactical initiatives.
Understand your customers. Buyer personas and the buyer’s journey are essential for this step. When you construct your personas, make sure to research demographics information, prior social media engagement numbers, responses to content and other factors. Also, use the demographics data to understand the larger surround of the market space you’re working in. For example, millennial purchasers of smart phones may have specific behaviors which you will need to take into account in regards to the larger space (they may like to buy phones outright or prefer to have them financed by a carrier, for example). Use this to understand the buyer’s journey of awareness, consideration and decision.
Consider your content distribution channels. The content distribution channels you use will determine the form and function of your content. Do your channels match how your customer consumes content? Buyers from an older demographic may prefer catalogs and mailers, while younger customers may prefer mobile content. All channels should be mobile-friendly and have great visual design. Channels and channel culture may suggest strategic opportunities. This is a user experience issue. Use of an inappropriate distribution channel for content can cause your brand damage, which is a common strategic mistake. An example would be the use of purchased, outbound e-mail lists.
Execute tactically and strategically. Tactical executions must match your strategy and brand promise. For example, that last Twitter event you held got really great lift, impressions and engagement. Did the event fulfill your long term goals building your brand awareness and lifting sales? Beware vanity metrics!
Measure performance. As you execute tactically, always be careful to make sure that your efforts support the bigger strategic goal. If a partnership comes along that can offer you massive exposure for free, you may want to pass on it if it doesn’t meet your strategic goals, or worse, if it negatively affects your brand.
Periodically debrief and evaluate after each tactical engagement, and decipher the ongoing story. Is this tactical fulfilling our strategic brand goals? How does it all look when viewed alongside of other tactical engagements? Is this fulfilling the brand’s promise? Remember, data is a conversation with your customers. Data that comes from executions are the result of prospects and customers doing things. As such, forming a story based on their needs is essential. Emotional intelligence of this kind and listening to customers is vital for marketers.
Don’t be afraid to experiment. Taking a small portion of the budget and using it to ask questions can yield outsize results. Is there a channel that you haven’t tried, or a content topic that you haven’t invested in? Is there a form of paid media that has recently changed and makes sense to use with your product? You may even discover customer concerns which have not shown in your regular channels.
Don’t be afraid to reach out to us if you have questions concerning content strategy, or want to discuss these points. Always test, always learn.
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