the content you post on social media has the power to turn your brand into a household name and turn your followers into fans. once you’re clear on your goals, it’s time to conduct a social media content audit on the content you’ve created so far. but even promotional content should be on brand and true to your voice. once you know what content performs best and you’ve identified your primary goals, it’s time to build a social media content calendar.
number 3099067. people often use these terms interchangeably (which is understandable, as the lines are somewhat blurry), but each is a bit different: content marketing strategy at its core, your content marketing strategy is your “why.” why you are creating content, who you are helping, and how you will help them in a way no one else can. more information on how to create your content marketing strategy is discussed is more detail below or you can download the essentials of a documented content marketing strategy: 36 questions to answer. it’s important to understand that you need a content marketing strategy before you build your content plan. those with a documented content marketing strategy: think of a content marketing strategy as an outline of your key business and customer needs, plus a detailed plan for how you will use content to address them.
along with attracting prospects to your brand, you can leverage a content strategy for sales enablement and customer satisfaction. just as you can create content in different formats, you'll also have various channels you can publish to, from your website to social media. why do you want to produce content and create a content marketing plan? if you've been in business for a while, you should review your content marketing efforts and the results from it in the last year. there are a variety of options out there for content you can create, from written content like ebooks and blog posts to audio content like podcasts.
for content marketing, an seo strategy is a critical piece of the puzzle because it is how your content will come to be seen in the first place, especially in search engine result pages (serps). instead, the first step is to make a list of topics you’d like your content to address. using search volume and competition as your measurement, you can create a list of 10-15 short-tail keywords that are relevant to your business and are being searched for by your target audiences. use the pillar topics you came up with to create a page or post that gives a high-level overview of the topic using the long-tail keywords you came up with for each cluster in step two. after all, every blog post is a new web page and an additional opportunity to rank in serps.
the key to a great content marketing strategy is being able to tweak, break, and chuck parts of it as you learn more about what works and what doesn’t. (protip: sometimes asking other teams and departments for content input is a great way to build a culture of content in your organization!) here are a few resources to help you start developing your own personas: this question is the heart and soul of content marketing. it can help protect you from trying to reinvent any content wheels, and it can give you some awesome ideas for guest posting—the lifeblood of the early content marketing strategy at buffer! but you emerge from it being incredibly well-attuned to the state of content marketing for your brand. this speaks to that sweet, sweet top-right corner of the matrix, where your content is aligned with your brand and acing performance.