One Size Doesn’t Fit All For Content Marketing

Written by Nick Stamoulis

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When it comes to content marketing, it is all too easy to get lulled into a sense of false security. We know that there are certain strategies that seem to work for every business, and we tend to think that what works well for one will also work for another. While this is true on some level, it doesn’t tell the whole story.

The reality is that it is wrong to take a cookie cutter approach when developing a content strategy. One size absolutely does NOT fit every business, niche, or situation. Rather, content strategies need to be customized. Here’s more information about how content marketing strategies should be tailored for each business:

Get to Know the Audience

In order to discover the best content strategy for a business or niche, extra care needs to be taken to get to know the audience. The better you understand the audience, the easier it will be to make sure that your content aligns with their needs. Too often, businesses make the mistake of tailoring their content around them. Sure, you do want to tell the audience who you are and what you do, but that isn’t enough to keep them engaged. They need to understand if you will meet their needs. This won’t happen unless you know exactly what those needs are.

Align Content With Purpose

It isn’t enough to follow blanket rules for the content strategy. The actually purpose of the content needs to be taken into account. What is the purpose of the business, website, or page? Extra care needs to be taken so that the purpose of the page is aligned with the content that is contained within it. This is why it isn’t enough to just come up with a set of rules and strategies to follow for every client. It takes extra analysis to determine what the purpose of the page is and then to plan the right content mix that will enhance this purpose.

Create a Customized Plan

It is so important to create a customized content plan based on the needs of your audience and the unique qualities of your business. The ultimate goal of any business website is to increase traffic, leads, and conversions, so it’s important to never lose sight of that. However, none of these goals will happen unless the audience is happy. If the content on the pages meets their expectations, they’ll stay on the site and possibly become warm leads. If it doesn’t meet their needs, they’ll click away rather quickly, which could have consequences such as missed revenue, a dip in organic traffic and rankings, and more. The key is to create a customized plan that will take into account the needs and desires of the business and the expectations of the audience.

As you can see, it is impossible to take a “one size fits all” approach when it comes to creating a content marketing plan for any business. Since every business is unique, the content strategy needs to be, as well.


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