How to Develop A Scalable Content Strategy

An effective content strategy focuses on planning, creating, delivering, and governing content. Content includes words, imagery, and media. To improve website user experiences, content must be useful and usable, well structured, and easy to find.

How does Content Strategy work?

An effective content strategy focuses on planning, creating, delivering, and governing content. Content includes words, imagery, and media. To improve website user experiences, content must be useful and usable, well structured, and easy to find.

Your content strategy forms a key part of your digital marketing strategy and content marketing efforts. It helps you determine how your audience will interact with you, including what types of content they prefer, what formats they prefer, and what topics they are interested in. Additionally, your content strategy can help you develop buyer personas, journey maps, editorial calendars, and content governance.

What Makes a Good Content Strategy?

Just because you have a content strategy on paper doesn’t mean it will actually help your brand. There are plenty of content marketers who have a content strategy yet struggle to a) bring it to fruition or b) see actual results. 

Great content strategy is tailored to your goals and your target audience. Content strategy that isn't aligned to your larger goals isn't useful for you or your users. If that happens, it will be ineffective and unproductive, reducing your ability to generate organic traffic. A successful content strategy will leverage every aspect of content marketing in service of the larger goal.

The purpose of a content marketing strategy is to establish a relationship with people by providing consistently high-quality content. However, there are a lot of moving parts involved in creating good content. A good strategy is built to keep your content calendar full of fresh, interesting ideas—with the infrastructure in place to make them happen.

Your strategy is a blueprint, but it isn't set in stone. You should be flexible if something unexpected happens or things aren't working out the way you expected.

SEO and Content Strategy

You must identify your audience's pain points, questions, and desires if you are to succeed in both content strategy and SEO strategy. Additionally, you must conduct keyword research in order to find out how your audience searches for information and solutions. Finally, you must develop unique content and user experiences centered around these topics.

If you want to increase your brand's online market share, invest in organic search. Content strategy will help you reach your audience when they're most receptive to your message.

What are the Benefits of Content Strategy for UX?

Content strategy for user experience focuses on creating and governing content that is helpful for users. Content strategy in UX ensures that content is properly formatted, accessible, useful, and able to support business goals.

Content strategy offers the following benefits for UX:

  • Ensures UX content supports business goals: content strategy is influenced by the overall business and brand strategy. It provides a clear framework for UX design to ensure that all content created ultimately helps to achieve business goals.
  • Ensures the whole UX team is on the same page: content is not created by siloed individuals, but rather by a team comprised of UX writers, UX designers, project managers, and editors. Content strategy ensures that the whole UX team is on the same page and moving in the same direction.
  • Allows you to track and make changes where required: all content is not created equal. Some content will be successful while other content won't be. Having a content strategy in place allows the UX team to identify what's working and what's not. This allows the content team to make any needed adjustments to the content strategy.
  • Helps production of quality content on a consistent basis: any business strategy is developed for the long term. Content strategy takes a holistic approach and helps businesses produce quality content on a consistent basis.

Conduct market research, and user research, and analyze web metrics to discover your users' needs. You should understand how users think and speak about a subject before creating and structuring content. This will also aid in search engine optimization.

Customer Journey Mapping and Content Strategy

Marketers should focus on their audience's journey, not their own. Mapping out the customer journey will help you identify what influences a user's decision.

Creating content that helps increase brand awareness, solve customer problems, and influence decisions. This can include blog posts, articles, videos, webinars, and case studies. Understanding the customer journey helps you empathize with your audience and ensure that you're solving the right pain points.

Developing Content Aligned with Search Intent

Regardless of the content you generate, make sure it aligns with search intent. In other words, provide the information, answers, and content that someone searching on a given keyword needs.

Design Your Content Funnel

Think about the purpose of each piece of content you want to produce before beginning the creation process. Make sure your content addresses every stage of the customer journey because audiences' needs will differ significantly at each stage. 

During the consideration stage, users will want to know more about how to solve their problem.

Why do they need help with this issue? How have similar problems been tackled in the past? What steps need to be taken to address this issue?You can use content to help users decide if you are the right choice for them. Users can compare you directly with other providers by reviewing case studies, client reviews, and other content showcasing the work you have done in the past.

Make sure to emphasize the benefits of your product or service, how to solve common problems, and how to introduce new features to your clients. This will keep them from becoming frustrated with your offerings.

An advocate can help convince users to become evangelists by sharing the values that are important to the brand. This can include things like giving back or having outstanding team members.

Understanding The Content Lifecycle

In order to produce compelling and sustainable content, you must understand and follow the content lifecycle.

  • After conducting interviews with content stakeholders and performing a competitive analysis, we objectively evaluate the content environment (including the site, partner content, and sister/parent site).
  • Determine governance plans, structures, and processes/workflows for content production, develop a content sourcing plan, develop voice and tone.
  • The plan includes staff recommendations for improving the content management system, metadata plans, communications plans, and migration plans.
  • Creating content, creating assets, developing governance models, optimizing search engines, and ensuring quality
  • Establish success metrics, plan for periodic audits, and advise the client.

There is an overlap between the outcomes from different fields in each phase of the project. For example, information architecture, user research, project management, and web analytics all overlap in some way.

Create Meaningful Content Using These Best Practices

The following best practices will help you create a scalable content practice that produces great content. Each piece of content should:

  • Communicate using plain language principles so that people understand what you're saying.
  • Don't include unnecessary content. Be purposeful in what you include and omit the unnecessary.
  • Create accurate, informative, and up-to-date content. Updated and publish when new information is available.
  • You have a responsibility to ensure that your information is accessible and useful to all.
  • Maintain a consistent style guide, both for language and design, so that your message is understood.

Content marketing methods are always changing, but the core ideas remain the same, developing a top-notch strategy based on customer empathy and data you can trust.

Continue Reading