Too many businesses create content for content’s sake. They hear, “Blog, it will help your SEO!” or “Get active on social media for your business,” or “Do video,” or “Grow your email list!”
And so on.
Any or all of these CAN drive business, but they’re most effective with a plan. A strategy.
Otherwise, it’s the proverbial throwing spaghetti against the wall. Long gone are the days when you could do some keyword research, write a well-optimized blog post, and have it appear at the top of Google. (Okay, that can still work for some local businesses, but not for national.)
Instead, content marketing is more sophisticated. The strategy is focused on the buyer. Where are they online? What questions do they ask? What do they want to know next? (More on this in a minute.)
There is no “one-size-fits-all” content strategy, rather there are building blocks you can use to start and adjust as needed. That said, here’s how you can create a simple content marketing strategy for yourself or your clients (or both!).