Keep Your Content Balanced and Effective

Written by Nick Stamoulis

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Over the years, clients have come to us usually with a content strategy in place. What we have noticed is that very few of them have a comprehensive strategy that will really help them achieve their goals. A great content marketing strategy should be balanced and effective, meaning that it should contain a mix of different types of content and each piece should serve a variety of different purposes. What this means for each business will vary. Here’s a look at some of the ways to think about this:

There Are Different Types of Content

When it comes to writing content for the blog, it helps to understand that there are two different types of content. All the content that is on your website should be written for your audience. However, some will be more “thought leadership” style pieces, and others will be crafted in a way that will perform well in the search engines. These “search engine” pieces will also be helpful to your audience, but in a different way.

Besides writing, there are also other types of content to consider – such as videos, social media posts, white papers, infographics, and more. Each type of content that you use should be done with a specific and focused reason that will help you achieve your goals.

Your Content Strategy Will Serve Many Purposes

As mentioned above, your content marketing strategy will serve a variety of purposes. One article written as a thought leadership piece, for example, sill serve the purpose of being helpful to your audience will also establishing your brand and authority. Shorter pieces written on a focused topic will not only please your audience, but perform well in the search engines, as well. These are just two examples, but they serve to show how one piece of content has more than one purpose.

When putting together your strategy, it is a good idea to determine the overall goals for not only your marketing, but for your business as a whole. This can help you align the content that you choose to write with these goals. In doing so, you will create content that better serves the business as a whole.

Taking a Balanced Approach with Your Content Marketing

In other words, it is important to take a balanced approach with the content marketing. This is something that should always be at the forefront. Balance means that each goal or objective receives equal weight in the strategy, and that each piece will serve multiple purposes. This will happen naturally when the overall business strategy aligns with the marketing strategy.

That is why the approach of coming up with a title, writing an article, and posting it won’t work. A lot of prep work and analysis goes into determining what the titles should be in the first place. Everything from the tone of voice to the topics that are chosen need to align with the overall strategy, or else your efforts will be wasted and you won’t get the results you want.

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