Like your favourite burger, a good content marketing plan is made up of a number of diverse layers.
There are five elements of content strategy that need to come together to form an effective program:
The meat of your strategy. Great content needs to be relevant – and if it’s not designed for a specific target audience it will always be out of context. To be successful invest the time to really understand the information needs of your audience.
The gooey, tasty information goodness that melts over your audience. If your content sucks so will your strategy. For content to be sticky make sure it’s always relevant, engaging/informative, and consistent.
Voice and Tone
The sauce! The flavour and personality of your content will depend on things like culture and industry. Think Tabasco for an irreverent company that operates in a casual sector and mayo for a buttoned down brand in a conservative industry.
The condiments that add texture and variety to your strategy. Mix things ups by exploring and testing different types of content. Experiment with everything from e-books and podcasts to video and infographics – and leverage what works best with your audience.
The bun that holds it all together. It’s important to have content published across owned, earned, and paid channels that are relevant to your audience – and balance channel breadth and depth with your business objectives, capacity, and budget.
Do these layers make sense? What would you add or change?