Content Strategy Is More Important Than You Think
Why Having A Content Strategy Is So Important For Your Biz
In my previous post, we talked about the benefits of content marketing and the common challenges it can present to business owners. Today I want to dive a little deeper into why it’s important for the content you create for your business to have a legit strategy behind it.
The Difference Between Content Strategy and Content Marketing Strategy
Before we get into all of that, there’s an important distinction to be made between a content marketing strategy and a content strategy. Your content marketing strategy is the plan you have in place to deliver your content in order to drive traffic to your website. Whether you choose blog posts, videos, or podcasts it’s all about upping your marketing game as opposed to your content game.
Your content strategy is the way you achieve your content marketing goals. It’s all about creating valuable content that builds trust with your audience so they eventually become paying customers.
Planning is key when it comes to creating a content strategy. I touched upon this before in my previous blog post but planning is so important: it gives you the structure of a schedule for content creation and brings all of your marketing efforts together in a cohesive way.
SEO: Why It Matters
Content strategy helps you optimize your content, making it more prominent in search results. This is vital because 95% of people only look at the first page of search results.¹ Still, being on the first page of results doesn’t guarantee success; 50% of clicks-throughs go to the top three links on that first page.¹ Basically, the higher your search ranking, the more traffic you’ll get.
Remember our little chat about SEO (Search Engine Optimization) in my last post? It’s a HUGE part of content strategy. You have to consider SEO if you want to raise your spot on the results page but here’s the kicker: good SEO doesn’t always coincide with content that drives conversation and engagement. There has to be a balance.
The Benefits of Having a Content Strategy
The good news is a solid content strategy will help you create that balance; it’ll help you plan the right words to incorporate what you want to say to stimulate engagement as well as the words that need to be included to boost your SEO.
Without a strategy in place, you’re less likely to push out content that incorporates great SEO and engaging content. In fact, you’ll be more likely to leave SEO out of the equation, which is counterproductive if you actually want people to see your stuff.
One of the biggest benefits of having a content strategy is that it makes your life easier. As a business owner, it feels like there aren’t enough hours in the day sometimes, doesn’t it? So, having your topics planned out ahead of time, your research completed, and your posts scheduled will eliminate the struggle to come up with an interesting topic at 3 am because you have to push something out the next day.
Let’s face it, if you have no plan, anything you come up with on the fly is probably not going to add a whole lot of value…am I right?
Once your content strategy is streamlined and focused, you’ll position yourself as an expert because you’ll become known as a reliable resource to your audience, which equates to brand awareness and customer loyalty in the long run.
The Risks of Not Having a Content Strategy In Place
If you’re not on board with the importance of having a content strategy just yet, know this: without one, you’re wasting your time. Here’s why:
- You won’t be creating the right content for the people you want to reach
- You won’t be targeting the right people because you won’t know where they’re hanging out
- Without a measurable goal in mind, your content will have no purpose
The bottom line is this: quality content is the most effective way to promote a business.¹ In fact, 72% of marketers say good content marketing increases engagement.¹ A strategy will help develop a structure that delivers consistent content that’s relevant to your audience with cohesive messaging that’s in line with your business
Up Next: Stay tuned for my upcoming blog post with the solutions plus TIPS & TRICKS on how to create a killer Content Strategy.
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Seriously, I would love to hear from you! Leave a comment and let me know what other topics you would like for me to write about. Also, don’t forget to download the TOP 10 FAQs WHEN BUILDING YOUR CONTENT STRATEGY. It is totally FREE!
McCoy, Julia. “9 Stats That Will Make You Want to Invest in Content Marketing.” Weblog post. Content Marketing Institute. 22, Oct. 2017. URL: https://contentmarketinginstitute.com/2017/10/stats-invest-content-marketing/
“Marketer’s Greatest Educational Needs Surrounding Content Marketing.” Marketing Charts. 19, July 2017. URL: https://www.marketingcharts.com/cross-media-and-traditional/content-marketing-79134/attachment/cmi-greatest-content-management-educational-needs-jul2017
Hurley Hall, Sharon. “85 Fascinating Content Marketing Statistics To Make You A Marketing Genius.” Weblog Post. Optin Monster. 7, Jan. 2019. URL: https://optinmonster.com/content-marketing-statistics/