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How to build a successful content strategy

Creating an intelligent marketing plan will enhance the visibility, reputation and relatability of your brand exponentially. Through carefully considering your target audience, the mission statement of the business, growth factors and lead generations, a comprehensive strategy for devising organic content which will optimise your SEO will take form naturally.

The very process of mapping out a marketing plan is useful for aligning brand values and focussing on the fundamental potentials to be actualised over the forthcoming year.

Content can take the form of visual, written or audio posts, from blogs, podcasts, Youtube clips to listicles and Pinterest posts. Whatever overriding vision has been conceptualised for the marketing plan, the key intentions for your content should be to illuminate the service your brand represents in a multidimensional, easily digestible style. Content which is produced to entertain and inform simultaneously, will resonate with your audience more powerfully and hold their attention longer.

Good marketing respects the intelligence of the targeted audience. Once engagement is routinely established a narrative which flows smoothly and tangibly from post to post will sustain your audiences interest and likely garner more shares on socials. The editorial narrative should adhere to a style entirely befitting of the brands aesthetic. Is the narrative or imagery intending to educate or relate with your customers? Again the brands marketing intentions are an important part of the marketing plan, because as the content evolves, so will the relationship between the author and the reader/watcher/listener.

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Regularly take the opportunity to analyse how successful the content is proving through algorithms, requesting feedback and using software to analyse unique views and demographics of views. If assets you create go viral or catch the attention of influencers, then schedule the release of these assets, enabling their download. Alternatively pay to promote the contents visibility via search engines, if you believe this can benefit the brand long term. Be sure to schedule this into the marketing plan, at a time when traffic is lower than average.

Each and every marketing tool offers businesses the opportunity to reach an entirely new demographic and tap into a fresh consumer market. Optimise that with smart planning. Ensure that through your regular postings, you don't repeat content and copy or become lazy with inspiration. Organised marketing schedules will ensure this doesn't happen.

Capitalising on public holidays, brand anniversaries or in-house events are a fun way to keep updates full of energy and anticipation. Continually review your content, if a post becomes obsolete due to a change in trends or technology, for example, remove it from your feed. Finalise a schedule to plan the regularity of your posts and maintain a draft page full of upcoming content to be filtered out at the same time daily.

The vital components of your marketing plan are content creation, content publication, and content analytics. The more content you post, the more material you will have available to study, refine and improve.

Don't be afraid to make mistakes and take risks, there is no one size fits all in marketing.

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