Your Content Strategy Should Evolve With Your Business

Written by Nick Stamoulis

When your business website was first established, chances are pretty good that you came up with a content marketing strategy that met your needs at the time. Even though the elements of a content marketing plan will always be the same, the way these steps are executed will change as your business evolves. If it’s been a while since you’ve examined your content plan, you should consider revisiting it. Here are some strategies that will take things to the next level.

Don’t Stay in the Beginner’s Phase for Too Long

Content MarketingAt its most basic, content marketing strategies have four basic elements. You need to make sure you manage your reputation, increase your visibility, establish your audience, and make sure that all content you write is approachable. In the beginning, much of what you do will be focused on establishing your company’s brand and unique voice.

Too often, companies stay in this phase for too long. Once some time is passed, you no longer need to focus on establishing these items. Rather, your goal should be to take things to the next level by widening your scope. This beginners’ stage is crucial for establishing your foundation. However, you shouldn’t stay here indefinitely. At some point, it will be time to move on.

Hone Your Content Writing Technique

In order for the content on your website to evolve, your writing skills need to evolve, as well. While what is considered a good piece of writing is highly subject, there are a few things that are fairly universal. By working on these elements on a constant basis, it will take your strategy to the next level.

  • Structure. One of the hardest things to get right when putting together content is the art of structuring. Creating content that flows naturally is one of those intangible elements that readers pick up on without realizing. As your writing matures, so does your ability to create an article structure that your audience will love.
  • Titles. Titles shouldn’t be an afterthought! In fact, your title may be the only opportunity you have to encourage someone to click on your article. Too often, writers compose the title as an afterthought. Work on creating excellent titles and your site visitors will be more likely to read your content.
  • Tone. When writing for the Internet, it’s so important to get the tone right. Your readers want a friendly, approachable tone, even with content that is written at a higher level. This is a balance that is very difficult to get right. How can you sound friendly and authoritative at the same time? The answer is, by practicing. The more you write, the easier this is.

The moment you make any changes to your business strategy, y0u also need to revisit your content marketing plan. As your business evolves, your content needs will surely change. The same holds true for the needs of your customers! Changing market trends, the customer buying cycle, and how long the customer has been with you are all factors that can affect your content. It should be ingrained in your business strategy to revisit your content marketing on a regular schedule to determine how well your content needs are being met.

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