Content can be catered to any stage in the buyer’s journey and generate more qualified leads. This is why most marketers have some kind of a content marketing strategy. And with 91% of B2B marketers using content to engage their audience, it’s clear that content marketing brings a lot of value. However, there is one thing that will keep your content strategy going strong and most marketers do not pay attention to it. The key to a successful content marketing strategy is consistency.
Creating content can be a daunting task and most marketers will shun away if they have a lack of inspiration or too many things take greater priority. A lack of consistency in content production, and/or brand voice can cause you to lose out on potential leads.
Find Your Brand’s Voice
How you want your brand to be conceived will translate in how you write content. Is your brand formal and intellectual or cheeky and funny? Are you providing a clear solution for your audience or do you want them to have their own interpretations? While this does not affect the content you write about, it does greatly affect how you write it. Whatever voice you pick, stick with it. When there are two many voices, it becomes difficult for visitors to see who you are as a brand. Because even though they may be interested in your offerings, they want to get a sense of who you are as a company.
Schedule & Measure
Most marketers write content when they are struck by inspiration. While this is great, it should not be the way you drive your entire content strategy. While it is good to write a lot of content in a short amount of time, timing is the biggest factor. If you get it right, your content will reach the right audience at the right time. To combat this, use an editorial calendar to help outline ideas, projects, and campaign concepts. This will help you in not only writing content, but knowing when and where to publish it. This can also help for pieces that are time sensitive like press releases, product updates, and/or conference updates.
All in all, make sure these elements align with your company’s goals. Are you looking to increase engagement or increase search presence? Measuring the success of your content strategy can help with timing as well as whether or not to focus on one social media outlet for your content.
Ask for Input
When it comes to content marketing, it takes a village to succeed. Ask other people within your company to contribute to your company’s blog. With different experts comes a new perspective on many different topics. If there is no time, ask them for their thoughts about a specific topic that you are writing about and include it. This produces high-quality content that is well thought out and can place you as a thought leader within your industry
While different strategies may work for different companies, it is essential to always stay consistent. A successful content strategy means one that works well for you, your department, and your company.